{"id":4017,"date":"2014-05-08T18:22:09","date_gmt":"2014-05-08T18:22:09","guid":{"rendered":"http:\/\/www.marketingteacher.com\/digital-marketing-situation-analysis\/"},"modified":"2015-07-02T19:56:18","modified_gmt":"2015-07-02T19:56:18","slug":"digital-marketing-situation-analysis","status":"publish","type":"post","link":"https:\/\/marketingteacher.com\/staging\/5483\/digital-marketing-situation-analysis\/","title":{"rendered":"Digital Marketing Situation Analysis"},"content":{"rendered":"<h1>Digital Marketing Situation Analysis<\/h1>\n<h2><strong>Where are we now? Internal v External Perspectives<\/strong><\/h2>\n<p>The <em>situation analysis for digital marketing<\/em> bridges the internal audit   and competitor research.   It answers the question where are we now in terms of our digital marketing   (internal v external   perspective)? The analysis literally considers your <strong>digital marketing<\/strong> situation by considering   the fit between internal and external factors. There are similarities   with traditional   concepts and techniques, but you need to focus upon digital commerce.   Here we consider   the 5 S&#8217;s of Internet Marketing (Smith and Chaffey 2006), the <a href=\"https:\/\/marketingteacher.com\/staging\/5483the-customer-life-cycle-clc-and-crm\/\">Customer   Life Cycle (CLC)<\/a>, and the application   of <a href=\"https:\/\/marketingteacher.com\/staging\/5483swot-analysis\/\">SWOT   analysis<\/a>.<\/p>\n<p>Some of the problems that you may encounter with SWOT are as a result   of one of its key   benefits i.e. its flexibility. Since SWOT analysis can be used in a   variety of scenarios,   it has to be flexible. To overcome these issues, one should employ a <a href=\"https:\/\/marketingteacher.com\/staging\/5483swot-analysis-power-swot\/\">Power   Swot.<\/a><\/p>\n<h2>The 5 Ss of Internet Marketing.<\/h2>\n<p>Smith and Chaffey (2006) distil the situation of a business using   Internet as part of its   business under the following 5S&#8217;s:<\/p>\n<ul>\n<li><strong>Sell<\/strong> &#8211; Grow sales and attract business using   digital technologies.<\/li>\n<li><strong>Serve<\/strong> &#8211; Add value through the benefits of the   Internet such as speed.<\/li>\n<li><strong>Speak<\/strong> &#8211; Get closer to customers by making your   business available to them at home, work or   on the go with mobile technologies.<\/li>\n<li><strong>Save<\/strong> &#8211; Reduce costs by using information   technologies to make your business more efficient.<\/li>\n<li><strong>Sizzle<\/strong> &#8211; Extend the online brand (or create a new   one) &#8211; remember sell the sizzle   not the sausage i.e. the benefits, aesthetics or value of a product or   service rather than its features.<\/li>\n<\/ul>\n<h2>The Customer Life Cycle (CLC).<\/h2>\n<p>The <a href=\"https:\/\/marketingteacher.com\/staging\/5483the-customer-life-cycle-clc-and-crm\/\">Customer   Life Cycle (CLC)<\/a> is a tool that   considers the creation and delivery of lifetime value to customers i.e.   CLC looks   at products and services that customers need throughout their lives. It   is market   oriented rather than product oriented (e.g. PLC). Key stages of the   customer   relationship are considered. <\/p>\n<h2>SWOT analysis &#8211; ranked and weighted.<\/h2>\n<p><a href=\"https:\/\/marketingteacher.com\/staging\/5483swot-analysis\/\">SWOT   analysis<\/a> is a tool for auditing an organization and its   environment. It is the   first stage of planning and helps marketers to focus on key issues. SWOT   stands for   strengths, weaknesses, opportunities, and threats.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The situation analysis for digital marketing bridges the internal audit and competitor research. It answers the question where are we now in terms of our digital marketing (internal v external perspective)? The analysis literally considers your digital marketing situation by considering the fit between internal and external factors.<br \/>\nThere are similarities with traditional concepts and techniques, but you need to focus upon digital commerce.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-4017","post","type-post","status-publish","format-standard","hentry","category-digital-marketing"],"_links":{"self":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4017","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/comments?post=4017"}],"version-history":[{"count":0,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4017\/revisions"}],"wp:attachment":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media?parent=4017"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/categories?post=4017"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/tags?post=4017"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}