John Hilton is a Brighton based estate agent their website holds the purpose of advertising their properties to sell or rent to their customers and also try to attract potential customers to use their service to sell or rent out their properties.

Micro-environment

According to Chaffey (2020) four things need to be examined to evaluate ones micro-environment, customers, digital marketplace, competitors and internal review.

John Hilton’s digital marketplace is used as a platform for their suppliers, the people using the estate agents to sell or rent out their properties, and the consumers, the people buying or renting properties through John Hilton.

John Hilton’s competitors have a similar digital marketplace, for example Q Estate Agents have the same initial webpage of a search engine and options for a valuation or report maintenance issue with pictures to make their website aesthetically pleasing, the main difference of their digital marketplace is the properties available.

https://qsalesandlettings.co.uk [accessed 20/11/2021]

Macro Environment

John Hilton has a clients reviews section on their main homepage which takes the user directly to google reviews, using a third-party digital marketplace to allow public opinion.

Their macro environment is country and city specific to Brighton, England, which makes their digital marketplace limited and have a very specific target market, therefore their marketing does not have a large range to reach.

The digital marketplace does not at first appear to have much innovation or new technology as it has a basic navigation through the website, however they have followed a recent trend of online viewings for properties and many of their listings have a 360-camera online viewing. This brings the digital marketplace to a bigger scale for the customers and essentially places the marketplace directly to wherever the potential customers are.

References

Chaffey, D. (27th November, 2020) ‘Evaluating the micro-environment for digital marketing plans’ Dave Chaffey: Digital Insights [online] https://www.davechaffey.com/digital-marketing-glossary/evaluating-the-micro-environment-for-digital-marketing-plans/ [accessed 20/12/2021]

https://www.johnhiltons.co.uk/ [accessed 20/11/2021]