4.6 What social / cultural trends / factors need to be considered?


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Kunnskapskilden –  Internet Marketing Intelligence

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Internet Marketing Intelligence




Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM


Research Project: Internet Situational Analysis of 1to1 Marketing/CRM  from Jan Vig  at Griffith University , Australia  1999/2000



Chapter 1 Introduction/overview

Chapter 2 Search Strategy

Chapter 3 One to One Marketing and its environment

Chapter 4 Environmental Scan

Chapter 5 Market analysis

Chapter 6 Competitors Analyses

Chapter 7 SWOT

Chapter 8 Critical Success factors

Chapter 9 Segmentation, Customer analysis and target markets

Chapter 10 Business Objectives and Strategies

Chapter 11 Marketing Mix tactics and Conclusions



Chapter 4

Environmental Scan



Chapter 4 Environmental Scan

4.1 General trend

4.2 What demographic trends / factors need to be considered?

4.2.1 Generally

4.2.2 Demographics and Internet

4.3 Economic and Business trends / factors

4.3.1 Generally

4.3.2 Internet and Economic and Business trends / factors

4.3. 4. Transactions

4.3.5 Daily Financial and Economic News Services

4.3.6 General Economic Demographics

4.3.7 Sample Economic Journals Online

4.3.8 Business Trends

4.4 What Political / Legal factors are likely to impact on the market?

4.4.1 Generally

4.4.2 Internet and E-commerce

4.4.3 Internet and Work force

4.4.4 Internet commerce, Legal and ethical issues, security and regulations

4.4.5 The Market Impact of New Media

4.5 Trade and International Issues

4.5.1 Generally

4.5.2 International Trade Newsgroups and Listservs

4.5.3 International Trade Sites

4.5.4 Trade and International Resources

4.6 What social / cultural trends / factors need to be considered?

4.6.1 Generally

4.6.2 Trends for the future

4.6.4 The trends which are undermining One to One Industry’s concept

4.6.5 Other Social trends

4.6.6 Workforce trend

4.7 What technological trends / developments need to be considered?

4.7.1 Generally

4.7.2 21st. Century trends(1)

4.7.3 21ST. Century trends (2)

4.7.4 Future Trends in Telecommunications

4.7.3 The Eight Critical Information TechnologyTrends

4.7.6 Internet and technology change

4.8 What environmental factors? (green environment)

4.8.1 Generally

4.8.2 Internet





What social/culture trends/factors need to be considered


Research Project: Internet Situational Analysis of 1to1 Marketing/CRM  from Jan Vig  at Griffith University , Australia  1999/2000


4.6.1 Generally

Most of the elements on the social field have to do with One to One Industry’s indirectly. This happens through its customers and their clienteles changing behavior, that creates a dynamic field for strategy planning. Positive characteristics comprehend for example e-business’ independence from geographical location, permitted hours go through day and night etc. Negative features have mostly to do with elderly and conservative way of thinking, where one resents computing world and demands personal service.

Research has been made about changing techniques and methods of communication. Results have shown the main point – people want to have a selection of different means to communicate. “Old fashioned” methods like normal mail or telephone seem very limited when there exists possibilities for interactivity through Internet, rapid mail exchange through e-mail etc..

These new, or new for masses, communication possibilities interest especially younger generations. They have easily adapted all the different means and also demand for improvements. Demand again leads to needs of supply development and new strategies.

Urbanization has had a large impact on social development and now not only the “generation x” uses alternative tools, but older generations too have been sucked into the ebullient flood of evolution. On the enterprise level, changes in communication methods are to be expected with the retirement of the big age groups. The field is left for those who are not stuck with traditional means but already are used to using, for example e-mail, as one of their main tools for communication.


As a summary managers for this topic have to deal with issues such as :

  • literacy rate, education level
  • existence of middle class
  • similarities and differences in relation to home market
  • language and other cultural consideration


What will the new Europe look like in 2010?


A recent PricewaterhouseCoopers publication, Waving or Drowning? Four Scenarios for New Europe to 2010, explores the key social, technological, economic, environmental, and political uncertainties of the New Europe under four scenarios.


On One to One Industry all of the above again has an indirect impact. Starting from public demands, through their customer’s business growth, One to One Industry can use these trends in the planning process to meet the challenge.


For One to One Industry some of the following trends are very important:



4.6.2 Trends for the future


Faith Popcorn’s trends for the future we are finding on http://www.brainreserve.com/trends/trends.htm


  • Cocooning: The stay-at-home Trend reflecting our strong desire to build soft and cocy nests in order to protect ourselves from the harsh, unpredictable realities of the outside world.
  • Clanning: The inclination to join up, belong to, hang out with groups of like kinds, providing a secure feeling that our own belief systems will somehow be validated by consensus. (An extension of the Cocooning-trend.)
  • Fantasy Adventure: As a break from modern tension, we actively seek excitement in basically risk-free adventures, whether it is via travel, food, or Virtual Reality. 
  • Pleasure Revenge: Consumers, tired of all the rules and regulations, wants to cut loose and have secret bacchanals with a bevy of forbidden fruits.
  • Small Indulgences: Stressed-out from ever-increasing expenses, consumers are finding ways to reward themselves with affordable luxuries. 
  • Anchoring: A new trend that tracks the recent phenomenon of reaching back to our spiritual roots, taking what was comforting from the past in order to be securely anchored in the future.
  • Egonomics: In a direct reaction to the sterile computer era we are looking for new ways to make more personal statements. Thus, business that markets to the «I» and provides exceptional service should excel.
  • Female Think: A Trend that reflects a new set of business and societal values, encouraging us to shift marketing consciousness from the traditional goal-oriented, hierarchical models to the more caring and sharing, familial ones.
  • Mancipation: A NewThink for men that goes beyond being «strictly business» and warmly embraced the freedom of being an individual.
  • 99 Lives: A new look at the modern motto of «Too Fast a Pace, Too Little Time,» which forces us all to assume multiple roles in order to cope with busy, high-tech lives.
  • Cashing Out: Working woman and men, questioning the intrinsic value of high-powered career, are opting for more fulfillments in a simpler way of living.
  • Being Alive: There’s a growing awareness that a new concept of #wellness» can add generous years of good health, giving us overall better quality to our lives.
  • Down-Aging: Nostalgia for a carefree childhood lt. us introduce a new sense of lightness into our often-too serious adult lives. 
  • Vigilant Consumer: A scanning of the various ways the frustrated, often angry consumer can manipulate the marketplace through pressure, protest, and politics.
  • Icon Toppling: A new socioquake has transformed mainstream America and the world, forcing us to question and often reject our monuments of business 7 government, the long-accepted «pillars of society».
  • O.S. (Save Our society): In order to protect our endangered planet, we must rediscover a social conscience based on a necessary blend of ethics, passion, and compassion.


4.6.4  The trends which are undermining One to One Industry’s concept


  • Cocooning
  • Clanning
  • Small Indulgences
  • Anchoring
  • Down-Aging
  • Vigilante Consumer
  • S.O.S – Save Our Sociaty



4.6.5 Other Social trends

which are very important for One to One Industry to be aware over, are the following major trends concerning communities:


  • Staying at home – time to be wired (Cocooning, Working at home)
  • Communities in the Internet (Staying at home, but belonging to the virtual community )
  • Customization (Can One to One Industry customize their product and their marketing on the Internet?)
  • Instant everything – the need for speed



 4.6.6 Workforce trend Generally

Workforce 2020http://www.hudson.org/wf2020/wp98/index.html21st Century Workplace Trendshttp://www.svmf.org/svif/tenbyo/us.html Horizon Home Page


Horizon Home Page



Since the late 1980s, three workplace trends have emerged in the United States that are already having a profound impact on American workers.


  • Trend # 1: The Growing Contingent Workforce
  • Trend # 2: Telecommuting
  • Trend # 3: Self-led Teams Implications


These trends have enormous social, economic, and political implications. Here are just a few: Implications for Individuals


  • In order to succeed in the new workplace, American workers will need skills to add value quickly.
  • American companies no longer will provide mentors or career counseling to their workers.
  • Since most Americans will not have full-time permanent jobs and even those who do will have no real job security, most workers will be financially insecure.
  • Americans will begin working earlier and continue working longer.
  • The barrier that since the 1800s has separated work and the rest of life will be shattered.
  • Housing will change dramatically.
  • Everyone will be expected to demonstrate strong team skills and to have the ability to function effectively in a new team from the start.
  • As we move increasingly to self-managed teams, everyone will be expected to perform one or more of the following critical leadership roles:
    – envisioning (facilitating idea generation and innovation in the team and helping the team members think conceptually and creatively);
    – organizing (helping the team focus on details, deadlines, efficiency and structure so the team gets its work done);
    – spanning (maintaining relationships with outside groups and people, networking, presentation management, developing and maintaining a
    – strong team image, intelligence gathering, locating and securing critical team resources);
    – and socializing (uncovering the needs and concerns of individuals in the group, ensuring that everyone has the opportunity to present his or her
    – views, injecting humor when it is need to relieve tensions, taking care of the social and psychological needs of group members).
  • Since most teams will be cross-functional and international, everyone will require strong language skills
 Implications for Organizations


  • Every business–indeed every organization whether public or private, profit or non-profit–will be forced to clarify its core competencies and reason for existence.
  • As continuous learning becomes the norm, educational institutions will be swamped with demand.
  • Traditional methods of management and motivation such as «employee of the month awards» and the promise of a future promotion will not work with the new employees.
  • As work is increasingly performed away from the traditional work site, the few managers and supervisors who remain will have to learn to manage without depending upon «face time» as an indicator of contribution..
  • Increasingly, the value of a company will be based upon its core knowledge.
  • A key role of leaders will be to create a shared vision to which both permanent and contingent team members can commit.
  • Organizations will succeed or fail based upon the ability of the leadership to assemble teams with the right mix of talent quickly. Implications for Society as a Whole
  • As we move to the new economy, businesses will increasingly resist taking on responsibility for delivering social services, particularly to the fifty percent of the workforce who are non-core employees.
  • As more workers telecommute or use satellite offices, cities no longer will be a center of commerce.
  • The decline of cities will mean the revival of small towns.
  • As Americans increasingly work on cross-functional , diverse, multinational teams, they will become more global in outlook. The Greatest Implication of All


We are about to enter a new wave of change that will crash upon us with a force we haven’t known before.  This time everyone will change and everything will change. These changes will touch not just our daily tasks, but who we are. This time we will change not just what we know, but how we think.

This time we will change not just how we view the world, but how we live in it. NUA Sociatey

http://www.nua.com Abuse eksamples


  • Britain Sentences Online Pornographer Sep 07 1999: In a case that has important implications for the international battle against online pornography, a UK court has passed sentence on a man for running his porn business, with US based content, from his home in Britain.
  • 11 Million People Addicted to the Web? Aug 25 1999: A study claiming to be the largest ever study of Internet users purports that 6 percent of all Internet users, 11 million people, are addicted to the Web.
  • One Third of Workers Use the Net to Slack Aug 25 1999: A survey by a US based IT recruitment company has found that one in every three employees wastes time on the Internet.
  • Internet Fraud Ranked Number One Scam May 25 1999: Internet scams now hold the number one position in the top ten scam list compiled bythe US state security regulator, the North American Securities Administrators Association (NASAA). Censorship eksamples


  • Australia Rules Jul 05 1999: Australia made Internet headlines last week with the passing of censorship legislation to govern the distribution of illegal and offensive content on the Internet.
  • US Parents Unsure of the Value of the Net May 04 1999: 78 Percent of US parents are concerned about the type of content their children can access online, according to a study by the Annenberg Public Policy Center.
  • Most Teenagers Allowed to Surf Unsupervised Apr 28 1999: The majority of US children over the age of 12 are allowed to surf the Web unsupervised, according to a recent survey by Greenfield Online.
  • Syria Fighting Losing Battle Against Internet Apr 27 1999: To date, Syria has resisted the coming of the information age but that looks set to change as the younger generation comes of age, according to a report in Newsweek.
  • Access to BBC Server is Blocked in China Oct 14 1998: It is believed that a state run ISP, China Net, is blocking access to the BBC server, http://www.bbc.co.uk, in an effort to stop users accessing BBC news transcripts and audio files on the Web. Education examples

  • Online Purchasing Up 60 Percent in Australia Sep 07 1999: In Australia, an estimated 650,000 Internet users made 3 million online purchases between May 1998 and May 1999, according to a report from the Australian Bureau of Statistics.
  • Marketers Vie for College Student Market Sep 06 1999: In the run up to the start of the college year there has been a surge in the amount of Web sites dedicated to college students.
  • College Professors Stressed by IT Aug 31 1999: Keeping up with computer technology is stressful for 67 percent of US professors, according to a study by the University of California, LA.
  • Parents Eager to Buy School Supplies Online Aug 25 1999: A survey of the back to school buying habits of US parents, conducted by MarketFacts and commissioned by ebates.com, finds that 64 percent of parents are willing to buy school supplies on the Internet.
  • Back to School Shoppers Spend More Online Aug 24 1999: Parents who buy back to school equipment online are spending more than those who buy offline, according to the results of a survey by Quicken, a personal finance software manufacturer.
  • Children Use the Net for Homework Aug 18 1999: Two out of three children who have access to a computer at home use it to help them do their homework according to the latest findings from NPD Online Research. Privacy examples


  • Media Coverage Fuels Consumer Fears Aug 17 1999: The latest study from Jupiter Communications warns that while media and government attention is fuelling consumer fears about privacy violation, it’s up to businesses operating online to educate consumers and placate doubts.
  • Europeans Willing to Provide Personal Data May 28 1999: While a quarter of European consumers believe companies don’t respect their privacy, they are willing to exchange personal data for loyalty cards, discounts and personalised services.
  • Internet Privacy Study Suggests Improvement May 13 1999: A survey by Professor Mary J Culnan of Georgetown University found that two of every three Web sites either have privacy statements or have detailed disclosure information posted on their sites.
  • Canada to Embrace EU Privacy Directive Apr 20 1999: Canada has announced that it’s proposed legislation for privacy will embrace measures set out by Europe in the Data Privacy Directive issued last year.
  • Poor Privacy Policy on Australian Sites Apr 12 1999: While 79 percent of Australia’s top 100 companies have a Web site, only 5 percent have an online privacy policy, according to a survey by Australian Business Advisers (ABA).
 Gov/Leg examples


  • Report Polls Voters On Internet Taxation Sep 15 1999: In a poll of New York City voters, 44 percent say they are less likely to vote for a politician that supports Internet taxes, according to the Information Technology Association of America.
  • Ireland Introduces Ecommerce Bill Aug 13 1999: The Irish government has introduced an ecommerce bill, which will make the fraudulent use of e-signatures a criminal offence punishable by a prison sentence and a fine of up to USD108,000.
  • US House Passes Internet Alcohol Sales Bill Aug 04 1999: The US House of Representatives has overwhelmingly passed a bill, by 310 votes to 112, which will curtail the sale of alcohol online.
  • FTC Calls for Regulation of Online Pharmacies Jul 30 1999: In the US, the business practices of online pharmacies have come under the scrutiny of the Federal Trade Commission (FTC).
  • Online Gambling Comes Under Scrutiny Jun 18 1999: The legality of online gambling is to come under serious scrutiny in the coming weeks as Internet gamblers prepare to file lawsuits against some of the biggest credit card companies and banks in the US.
  • Germany to Strengthen Ecommerce Law Jun 18 1999: The German government has initiated new legislation to govern ecommerce, covering online sales contracts, consumers’ rights and disclosure policies.
  • EU Legislates for International Ecommerce May 10 1999: The European Parliament has legislated that in the case where products are sold online to a foreign national, the vendor company will be subject to the laws of its home country.
  • Canada to Embrace EU Privacy Directive Apr 20 1999: Canada has announced that it’s proposed legislation for privacy will embrace measures set out by Europe in the Data PrivacyDirective issued last year.
  • 7 Million Americans Have Filed Taxes Online Apr 02 1999: Just over 2.6 percent of Americans who have filed their taxes for 1998 have done so online, according to the country’s Internal Revenue Service, the IRS. Online Communities examples


  • Chat Sites Popular with Swedish Users May 04 1999: Over a third of Swedish users visit chat sites regularly, representing an estimated 1,161,000 million users, according to Sifo Interative.
  • Next Generation Communities Jan 04 1999: According to Jupiter, «The key to creating successful community is interaction (i.e., communication or collaboration) with a common intent and the reciprocal exchange of information or ideas.»
  • In their report, ‘Next Generation Community, From Retention to Revenue’, Jupiter outline how to take community building from a first-generation model, where communities are targeted according to gender, interest and age, to a next-generation model where interaction is maximised.
  • Web Publishers Need to Recognise Different Consumer Groups Sep 24 1998: The recognition that consumer groups have different tastes and motivations is fundamental to the delivery of a fully functioning Web presence and a successful online marketing campaign.
  • College Students Targeted by Web Sites Sep 17 1998: The recent onslaught of sites and services geared at college students is an example of two Internet concepts feeding off each other online community and ecommerce.

 Growing up digital

http://www.growingupdigital.com/FLecho.html The Net Generation


The Net-Generation is here. Eighty-eight million offspring produced by 85 million baby boomers have eclipsed their parents in size and impact. The youngest of these kids are still in their diapers, and the eldest are just turning twenty. The N-Geners are most numerous in North America, but there are similar echoes, albeit less in strength, occurring in Europe and the Pacific Rim.


What makes this generation different from its predecessors is not just its demographic muscle, but it is the first to grow up surrounded by digital media. Computers and other digital technologies, such as digital cameras, are common place to N-Gen members. They work with them at home, in school, and they use them for entertainment. Increasingly these technologies are connected to the Internet, an expanding web of networks which is attracting a million new users monthly. Constantly surrounded by technology, today’s kids are accustomed to its strong presence in their lives.

Today’s kids are so bathed in bits that they are no more intimidated by digital technology than a VCR or a toaster. And it is through their use of the digital media that N-Gen will develop and superimpose its culture on the rest of society. Boomers stand back. Already these kids are learning, playing, communicating, working, and creating communities very differently than their parents. They are a force for social transformation. Combining Demographics and Technology


Demographics, the study of human populations, is key to understanding trends in business, politics, real estate prices, demands on government services, electricity use, etc.


Population factors, the basis for demographic studies, are usually collected by government agencies like the U.S. Census Bureau and Statistics Canada


The Echo Becomes the Net Generation


The current wave of youth coincides with the digital revolution which is taking shape. Together these

factors are poised to change all aspects of society.


The penetration of the digital media has always been greatest among the households with children –

increasingly parents are equipping their homes with computers and access to the Net. And just as when TV was «the new thing», most families now want to own computers.


The Web site has a lot of valuable information within the following categories:

  • Louder Echo
  • Generation Lap
  • Interactive Culture
  • N-Gen Thinking
  • N-Gen Learning
  • N-Gen at Play
  • N-Gen as Consumers
  • Digital Divide
  • N-Gen at Work
  • N-Gen’s Families
  • Future Leaders



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