The situation analysis section of your digital marketing plan needs to describe the context in which your digital marketing will take place. It should include an analysis of your business' internal (micro) and external (macro) environments.
Internal factors include your:
- market, and any trends in this
- current online presence
External factors could be:
- social - how changing consumer attitudes could affect your approach
- legal - ie complying with digital marketing laws, such as data protection
- environmental - eg making sure your approach is ethical and sustainable
- political - how local or national government could impact on your plan
- technological - how advances in technology could affect your marketplace
Once you have considered each of these, you should carry out a digital-specific analysis showing your business' strengths, weaknesses, opportunities and threats.
Where possible you should use qualitative and quantitative data to support your analysis, as well as images, charts and graphs to illustrate your findings.
Know your legal responsibilities
- Do you need a licence?
- Get the right business insurance
- Comply with the law when providing goods and services
- Know your customers' rights
- Distance and online selling rules
- Understand pricing legislation
- Buying goods from outside NI
- Selling goods outside NI
- GDPR compliance checklist
- Pay your business rates
- Understand staff contracts and your responsibilities
- Taking on contractors and subcontractors
- Health and safety basics for business
- Know your legal obligations on pensions
Understand tax and VAT
Sell and market your products or services