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. There are similarities with traditional concepts and techniques, but you need to focus upon digital commerce. Here we consider the 5 S’s of Internet Marketing (Smith and Chaffey 2006), the Customer Life Cycle (CLC), and the application of SWOT analysis.
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 Power Swot.
Smith and Chaffey (2006) distil the situation of a business using Internet as part of its business under the following 5S’s:
The Customer Life Cycle (CLC) 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.
SWOT analysis 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.
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