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Changes Made to the Macroenvironment

As laws and regulations change influence the way companies market their business across the digital community. When conducting business in the United Kingdom, the government is committed to ensuring the best possible platform to start and grow a UK digital business , therefore Internet Governance becomes a vital force in the management and control of the growth of the internet and it's usage

In order to understand the different spending patterns, marketers need to also take into consideration about the development of digital technology and it's effect on market growth and employment. It is key for a marketer, especially in a digitally-dominated market, to anticipate demand in order to capitalise on potential market growth. Technology has developed to the extent where purchase patterns can be analysed in order to forecast future demand .

Another key aspect of the macro-environment is the social environment, which consists of cultural beliefs and basic values of a group of people. The values can also be further categorized into core beliefs, which passed on from generation to generation and very difficult to change, and secondary beliefs, which tend to be easier to influence. As a marketer, it is important to know the difference between the two and to focus your marketing campaign to reflect the values of a target audience. With entering into an age where technology has a key role in the forming of social beliefs and values, cultural diversity has developed within the world of digital communities . (i.e. Facebook, Twitter, LinkedIn). These digital communities consist of many groups of demographics that involve different levels of Internet usage and versatile behaviour with online purchasing .

Marketers must stay informed of trends so they can be part of the next big thing, rather than becoming outdated and suffering the consequences financially. When approaching the technological environment there are a number of factors that are going to have significant implications on the planning of digital marketing. One of the main factors of this environment is the consistent technological convergence, which is the consumers using an increasing amount of platforms to access digital services . If technological convergence can be appropriately managed, then it can play a role in the economic and social development of a country, therefore allowing marketers to stimulate market development and create a need in the market that previously didn't exist .

Changes made to Estate Agent

However, the growth of Online Agents has led to the property sector becoming more reliant on the use of technology to appeal to the consumer market. An example of a company conducting this currently is Matterport, who have created a camera that creates digital 3D models and VR floorpans and ultra HD photography . This has led to digital marketers being able to influence online behaviour in the property market through the use of a Web Portal. By using secure websites, marketers then have the ability to monitor the level of user activity and gain invaluable information to help sellers and estate agents to utilise their marketing and better appeal to the needs of their customers .

History Section of Digital Marketing Article

The beginning of Digital Marketing was initially seen in 1971, where Ray Tomlinson sent the very first email and his technology set the platform to allow people to send and receive files through different machines .

However, the more recognisable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites .

This led to the first clickable ad-banner being going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad .

Changes made to Search Engine Optimisation as a Marketing Strategy

In recent years the mobile market has exploded, overtaking the use of desktops as shown in by StatCounter in October 2016 where they analysed 2.5 million websites and 51.3% of the pages were loaded by a mobile device .

Google has been one of the companies that have utilised the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and how user-friendly it is .

Changes made to the Relationship with Google in Search Engine Optimisation

Hummingbird's language processing system falls under the newly recognised term of 'Conversational Search' where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words . With regards to the changes made to Search Engine Optimisation, for content publishers and writers, Hummingbird is going to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors .

Changes made to Retail Environment Section in Customer Experience article

Today's consumers are consistently connected through the development of technological innovation in the retail environment. This has led to the increased use of digital-led experiences in their purchase journey both in-store and online that inspire and influence the sales process . For example, Rebecca Minkoff has installed smart mirrors in their fitting rooms that allows the customers to browse for products that may compliment what they are trying on . These mirrors also hold an extra feature, a self-checkout system where the customer places the item on an RFID-powered table, this the sends the products to an iPad that is then used to checkout .