Week 3: The Digital Marketing Environment

Flashcards covering key concepts from the Digital Marketing Environment lecture, focusing on definitions and important frameworks.

Digital Marketing Environment

The context in which digital marketing strategies and techniques are implemented, including analysis of internal and external factors relevant to the organization.

Macro Environment

The broader societal influences that exist outside the control of the firm, including political, economic, social, technological, environmental, legal, and ethical factors.

Micro Environment

The immediate actors in a marketing environment that directly influence an organization's ability to serve its customers, including suppliers, competitors, and customers themselves.

PESTELE

A framework used to analyze the macro-environment, considering Political, Economic, Social, Technological, Environmental, Legal, and Ethical factors.

Situation Analysis

The process of collection and review of information about an organization's external environment and internal resources to refine its strategy.

Key Performance Indicators (KPIs)

Measurable values that demonstrate how effectively a company is achieving key business objectives.

Customer Persona

A fictional profile representing a particular target audience, summarizing their characteristics, needs, and motivations.

Digital Greenwashing

The practice of misleading consumers about the environmental benefits of a product or service in a digital context.

Competitive Analysis

The assessment of competitors to identify their strengths, weaknesses, and marketing strategies in relation to one's own organization.

Internal Review

An inward examination of an organization's effectiveness in utilizing digital marketing strategies, including an assessment of performance metrics and capabilities.