{"id":20443,"date":"2020-10-06T21:21:04","date_gmt":"2020-10-06T21:21:04","guid":{"rendered":"https:\/\/staging-mondaycomblog.kinsta.cloud\/?post_type=marketing&p=20443"},"modified":"2023-06-15T15:34:29","modified_gmt":"2023-06-15T15:34:29","slug":"what-is-a-marketing-environment","status":"publish","type":"post","link":"https:\/\/monday.com\/blog\/marketing\/what-is-a-marketing-environment\/","title":{"rendered":"The official monday.com guide to a marketing environment"},"content":{"rendered":"

When was the last time you assessed your marketing environment? Often, profit depends largely on marketing; people have to know you exist before they’ll drop a dime.<\/p>\n

Your marketing strategy is everything you do as a business \u2014 how you present yourself, who you’re trying to reach, and what you do once you get their attention.<\/p>\n

And the right strategy for you is dependent on the environment your business lives in.<\/strong><\/p>\n

This article will explore how to master environment marketing, how it influences your business, and show you some neat tricks for keeping your marketing team working together within it.<\/p>\n

\r\n
\r\n
\r\n \r\n
One platform for better teamwork <\/div>\r\n
\r\n with monday.com Work OS <\/div>\r\n \r\n <\/span>\r\n \r\n \r\n \r\n \r\n \r\n <\/svg>\r\n \r\n \r\n \r\n \r\n <\/svg>\r\n Get started<\/a>\r\n <\/span>\r\n <\/div>\r\n
\r\n \"logo\"\r\n <\/div>\r\n <\/div>\r\n<\/div>\r\n<\/p>\n

What is a marketing environment?<\/h2>\n

A marketing environment includes both the internal and external variables of a business’ marketing operations.<\/strong><\/p>\n

Internal variables include things like your team’s makeup, your customers, your stakeholders, as well as your distributors and partners.<\/p>\n

External variables include the technological advancements of your industry, political or legal ramifications (GDPR, for instance) as well as social and economic changes (an economic recession or global pandemic, for instance).<\/p>\nKnowing your marketing environment is more than knowing your market. It\u2019s understanding the forces that influence you, both inside and outside of your organization, to build a desirable product and get your message out to the world.<\/span><\/a>\n

As we mentioned above, a marketing environment is typically broken into internal and external factors.<\/p>\n

Internal factors are in-house aspects under an organization\u2019s control. External environmental factors are outside of a business\u2019s control but can and do affect how a business functions.<\/p>\n

Let’s take a closer look at each.<\/p>\n

What’s included in an internal marketing environment?<\/h2>\n

Think of the internal marketing environment as the part that you can control \u2014 like the temperature in your office (vs the weather outside, which would be your external marketing environment).<\/p>\n

For a quick snapshot of the internal marketing environment, consider the 5 M\u2019s: Manpower, Materials, Machinery, Minutes, and Money<\/p>\n

1. Manpower<\/h3>\n

Manpower means staffing. How many people do you have engaged in executing your marketing strategy? What are their roles? How are they managed? How do they collaborate?<\/p>\n

2. Materials<\/h3>\n

Materials refer to marketing production. It can mean your marketing supply chain and the marketing assets that support your marketing strategy (like a branding style guide, flipbooks<\/a> or Facebook ad templates<\/a>). But materials can also refer to the products and services you are selling.<\/p>\n

3. Machinery<\/h3>\n

Machinery means the systems used to assist you in your marketing activities. This can include your workspace and software, such as your CRM and digital marketing tools<\/a>. It can even include your servers and hardware, and your phones and VoIP systems<\/a> used in communications.<\/p>\n

4. Minutes<\/h3>\n

Time is directly affected by your marketing planning, strategy, and processes. Like money, time is an asset. Get the most out of the time you have with efficient planning and automation platforms<\/a> like monday.com.<\/p>\n

5. Money<\/h3>\n

Your marketing budget<\/a> and financial activities live here. While you may not have control over your marketing campaign budget itself, you do have control over how you use it. Companies that leverage marketing budget tools, like monday.com’s numbers widget<\/a>, learn how to get the most from their budgets. In the dashboard below, this marketing team can see how much they spend per channel, their overall budget, reach\/impressions, and a visual of which campaigns are running.<\/p>\n

\"marketing<\/p>\n

(Image Source<\/a>)<\/p>\n

Get started<\/a><\/p>\n

What’s included in an external marketing environment?<\/h2>\n

So now you\u2019ve gotten a handle on your internal environment, time to move outside into the wilds. You had control inside, outside is more about rolling with the punches.<\/p>\n

The external marketing environment is a lot like sailing. While you may not have control of the seas, you can read the weather, tack with the wind, and turn the bow of your ship to avoid any incoming waves.<\/p>\n

We can break down the external marketing environment into a micro environment and macro environment.<\/p>\n

What is the micro environment?<\/h3>\n

If the external environment overall is like sailing, then the micro-environment is sailing in bays and inlets. Nature still happens around you, but you’re more protected from it.<\/p>\n

The parts of your external micro marketing environment (say that 5 times fast, I dare you) are your customers, your employees, suppliers, retailers, distributors, competitors, shareholders, and any other stakeholders.<\/p>\n

Essentially this is everyone who shapes your company\u2019s actions and policies in some way.<\/p>\n

Let’s say you’re responsible for creating the marketing plan<\/a> for the quarter:<\/p>\n