Matakuliah
Tahun
Versi
: J0324/Sistem e-Bisnis
: 2005
: 02/02
Pertemuan 23
Understanding Internet
as a Content Resources
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• memilih strategi penerapan
pengembangan konten pada/bagi suatu
institusi
2
Outline Materi
• Source of Content : People as Publishers
• Types of Content : The Role of Technology
• Purposes of Content : Implications for the
Marketing Mix
• Cautions for Content
3
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
4
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?
5
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)
6
Sources of Site Content
7
External Sources of Content
8
Types of Content
• Enabled by technology
• Reminiscent of telepresence
– Multimedia
• Downloadable a/v (file  your computer)
audio and video content can be stored as files that
can be requested by a user from a company site.
In downloadable file, content is transferred from
the server that houses the site’s files to the user’s
computer. Once downloaded, the file is stored in its
entirety in the user’s computer and is available to
be played
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Next…..
• Streaming a/v (real-time receive and
play)
– An alternative to a downloadable file is a
streaming rile. As the name suggests, a
streaming file provides the user with the
file content at the time that the file is
being accessed. Streaming content offers
real-time playback; no content is
downloaded and stored, so users
experience no wait to receive the file and
no demand on their computer storage
capacity.
10
Next…..
• 3-D animation (“virtual reality” VRML)
• Much like Saturday morning cartoons, 3-D
animation on the Internet provides visual interest
and vividness to otherwise static content. Software
packages (e,g., Shockwave and Flash) provide
marketers with the tools to create content with
action. Similar to streaming files, animated files may
require an appropriate plug-in to enable execution
of the file.
• Animated images are related to the concept of
virtual reality. A goal of virtual reality is to create a
computer-based environment that provides the user
with sense of being in the computer-created
environment, or tele-presence.
11
•
Source
: Coupey, Eloise (2001).
Marketing and The Internet.
Conceptual Foundations. Prentice Hall.
PPT for Chapter : 10
12