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

2. 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

3. 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?

4. 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 http://tattoos.com/gallery/frkgal01.htm http://www.brillscontent.com/create.html Other Press Links (e.g., partners, databases)

5. Types of Content Enabled by technology Reminiscent of telepresence Multimedia Downloadable a/v (file  your computer) http://www.levi.com/ Streaming a/v (real-time receive and play) http://www.broadcast.com/television/ktrk/ 3-D animation (“virtual reality” VRML) http://avanimation.avsupport.com/

6. More Types of Content Types that enable interactivity Online help http://www.peoplesupport.com/default2.htm Contests Games http://www.toystory.com http://www.funbets.com/cgi- bin/start.cgi/betexchange/welcome.html?affiliateid= 800000&AID=57083&PID=71121http://www.funbets.com/cgi- bin/start.cgi/betexchange/welcome.html?affiliateid= 800000&AID=57083&PID=71121

7. 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

8. More Content Effects Place: content creates a context Virtual places http://dreamquest.to/Morningstar.htm http://dreamquest.to/Morningstar.htm Virtual people (avatars) Promotion Content as image For product http://www.barbie.com http://www.barbie.com For company Content as improvement Content as incentive

9. Issues with Content What happens when people interact with technology to create content? Consumer issues for content User characteristics affect info search and use https://www.amazon.com/exec/obidos/flex-sign-in-done/002- 2399495-7215239?bookmark-url=6https://www.amazon.com/exec/obidos/flex-sign-in-done/002- 2399495-7215239?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)