Analysing the macroevironment (3)

Question 1

What are the significant laws which control digital marketing

Answer 1

Data protection and privacy law (capture, storage and usage of personal info, cookies)
Disability and discrimination (all abilities accessing info)
Brand and trademark protection (domain names)
Intellectual property rights
Contract law (returns, distance selling)
Online advertising law (validity of promotion, standards)

Question 2

What are the main elements of a digital environmental scan

Answer 2

Political (providing infrastructure)
Technological (new product development, new ways to reach target market)
Economic (consumer spending, business performance)
Legal
Social (cultural diversity)