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Chapter 2: Micro environment of digital marketing - Coggle Diagram
Chapter 2: Micro environment of digital marketing
Topic 4
There are 9 elements of business model canvas:
revenue stream
cost structure
channels
customer segments
value propositions
customer relationship
key partners
resources
activities
Topic 1
4 elements an online market map:
Customer segments
Search intermediaries
Intermediaries and media sites
Destination sites
The impact of internet on 5 competitive force:
bargaining power of buyers
bargaining power of suppliers
threat of substitutes product and services
barriers entry
rivalry between existing competitors
Topic 2
Two perspective in consumer behaviors analysis:
digital consumer behavior - understand customer needs
demand analysis - understanding potential and volume of visitors to online presence
Online marketing intermediaries:
Marketing intermediaries - firms help company to promote and sell product and services
Online intermediaries - provide information to connect internet user with product info.
Portal - online publisher acts as gateway to info and service on internet by providing search engines
Topic 3
Two variables of customer characteristic:
Demographic variables - individual life time like age, race, gender, education and income
psychographic and behavioral variables - beliefs and attitude influence online behavior and intention to shop.
Effective internet used different stage to support marketing communication objective:
Stage in buying process
communication objective
digital marketing technique
