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Understanding the macro digital environment

Understanding the macro digital environment.

Some of you have already learned about the PESTLE model on the global marketing course.

The PESTLE analysis is a strategic tool used for analysing an organisation’s external macro environment. The tool aims to understand the political, economic, social, technological, legal and environmental factors that impact an organisation’s strategy.

Watch the video above to refresh your understanding of this analysis framework.

Your task

Analyse the potential relevance of each PESTLE factor to digital marketing operations. You can consider your analysis based on the questions below.
  • Do you think you need to re-evaluate the PESTLE factors if a company decides to move from offline to online?
  • What are the key potential impacts of PESTLE upon digital marketing operations? For example:
    • What types of laws will affect digital marketing operations?
    • What kinds of technological innovations are relevant?
    • How important is it to understand these technological innovations for conducting digital marketing strategies?
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