The Internet as Content Sources of content Types of content Purposes of content Issues with content.

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Presentation transcript:

The Internet as Content Sources of content Types of content Purposes of content Issues with content

Content in Context 3 C’s as Internet resources To implement marketing objectives Content What gets to the consumer I.e., information Channel How it gets there I.e., infrastructure Communication Type of vehicle by which it gets there I.e., context

An Overview of Content Internet as information Rapidly increasing in amount Widely available Where does the information come from? People Technology What types of content are there? How does content affect marketing action?

Sources of Content: People Company Descriptive product information (specs) Promotional information (ads) Product usage information (FAQs) Customers Testimonials and reviews Web boards Chat rooms Other Other Press Links (e.g., partners, databases)

Types of Content Enabled by technology Reminiscent of telepresence Multimedia Downloadable a/v (file  your computer) Streaming a/v (real-time receive and play) 3-D animation (“virtual reality” VRML)

More Types of Content Types that enable interactivity Online help Contests Games bin/start.cgi/betexchange/welcome.html?affiliateid= &AID=57083&PID=71121http:// bin/start.cgi/betexchange/welcome.html?affiliateid= &AID=57083&PID=71121

Purposes of Content Mix applications of content Product Content as product Content to create product Content to describe/communicate product Price Comparisons with competition  transparency

More Content Effects Place: content creates a context Virtual places Virtual people (avatars) Promotion Content as image For product For company Content as improvement Content as incentive

Issues with Content What happens when people interact with technology to create content? Consumer issues for content User characteristics affect info search and use ?bookmark-url=6https:// ?bookmark-url=6 Marketer issues for content Format control, comparison effects Policy issues for content Source of content: copyright concerns Nature of content: indecent, illegal Technology issues for content Bandwidth in general Bandwidth in specific (last-mile problem)