Macroenvironment Flashcards
Technological
Legal
Social
Economic
Political
Macro-environment Forces
protocol at the foundation of the web, used for encoding information transferred between web browser and server. Secure version
http
The ____ ____ is the part of a network address that identifies it
as belonging to a particular domain( e.g., marketingweek.com)
domain name
The ___ ___ is everything that follows the final dot of a
domain name (e.g., .com, .org).
top-level domain
The ___ ___ is a hierarchical system to organize files.
folder structure
The ___ ___ ___ “?” is often used for tracking the source
of visits so they can be assessed more accurately in web analytics.
query string following
- Plan for organizing a website’s URLs
- It aims to create user-friendly and search engine-optimized URLs
URL Strategy
- Content: information, graphics, and interactive elements that make up the web pages of a site
- Different standards exist for text, graphics, and multimedia.
Web Standards
pieces of information that describe
and provide context about a digital asset, such as a webpage, image, or video, in a standardized way.
Metadata
refers to the tools and technologies used to manage and optimize marketing strategies, campaigns, and customer experiences.
Martech
- Confidential details or passwords accessed on the user’s computer
- Transaction or credit card details stolen in transit (e.g., “packet sniffing” software)
- Customer’s credit card details stolen from merchant’s server (e.g., through hacking)
- Customer’s details accessed by company staff
Security Risks in an E-commerce Transaction
a distributed ledger comprising batches of encrypted transaction
records called blocks, which can be secured over a peer-to-peer network such as the internet. Transaction history can’t be modified to provide an audit trail.
Blockchain technology
digital or virtual currency that
is secured by cryptography.
Cryptocurrency
Early adopters
Fast followers
Majority
Laggards
Assessing the Marketing Value of
Technological Innovation
The US currently does not have a
comprehensive federal privacy law. Federal and state laws cover diverse data privacy aspects.
Privacy Law
- Applies to all commercial emails
- Violating the law can result in penalties of up to $50,120 per email.
- Main Requirements:
- Accurate subject lines
- Clearly identify the message as an ad
- Include a valid physical postal address
- Provide clear opt-out instructions
- Honor opt-out requests promptly
- Monitor third-party email activity
CAN-SPAM Act
Copyright laws secure the creative
content - articles, images, videos, etc. - key to digital marketing.
Creating and Sharing Content
Many marketing tools, platforms, and
algorithms, pivotal in digital marketing, are guarded by patents or
trade secrets.
Software and Tech
A popular strategy in digital
marketing, UGC may involve intellectual property issues, particularly
if customers share copyrighted material.
User-Generated Content (UGC)
A set of laws that govern
commercial transactions, including contracts for the sale of goods. It has been adopted, with some variations, by all 50 states in the U.S.
UCC
Federal and state laws.
Consumer Protection laws
empowers the Commission to prevent unfair or deceptive practices, and establish rules to prevent such
practices.
The Federal Trade Commission Act
Legal parental consent
Children Online Privacy Protection Act
(COPPA)
When forecasting future demand, marketers should consider the lack of demand for internet services from groups of people that do not envisage ever using the internet.
Social exclusion
relates to marketing as consumer behavior is evolving, and people are
recognizing that excessive use of social networks negatively impacts their lives.
Digital minimalism
Companies can anticipate increased demand for products and online services.
Economic Growth
Sales may decrease a customers adjust their spending habits.
Economic Decline
- Primary tool for managing economies
- Influences borrowing costs, saving, investing, and spending
- Western economies lower rates during hard times to
stimulate activity
Interest rates
- Price of trading one currency for another
- Fluctuations affect consumer prices and supplier revenues
- Digital marketers should consider markets in relation to currency fluctuations
Exchange rates
- Move towards international trading in a single global marketplace.
- Blurring of social and cultural
differences between countries.
Globalization in the digital world
___ ___ have an impact on digital marketing, affecting various aspects of strategy, planning, online marketplace, and internet governance.
Political forces
