Understanding Internet as a Content Resources Pertemuan 24 Matakuliah

: J0324/Sistem e-Bisnis
: 2005
: 02/02
Pertemuan 24
Understanding Internet
as a Content Resources
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• memilih strategi penerapan
pengembangan konten pada/bagi suatu
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
More Types of Content
• Types that enable interactivity
– Online help
– Contests
– Games
Factors That Influence Content
Different Purposes for Interactive
Purposes of Content
• Mix applications of content
– Product
• The Internet can influence product strategy by
changing the nature of the need for a product. This
situation occurs when the technologies pioneered
through the Internet make existing products that
fulfill a similar need less desirable. For example,
consumers can have music on demand by
purchasing a compact disc, a cassette, a record, or
even an eight-track tape.
• Content as product
• Content to create product
• Content to describe/communicate product
– Price
• The ready availability of information on the Internet
makes it easier for consumers to acquire price
information about products and services. This price
transparency has advantages and disadvantages
for marketers. For instance, when a marketer has
a competitive price, it is advantageous to have that
information easily accessible to consumers.
Suppose, however, that the price is substantially
higher than that of the competition. Even if product
characteristics, such as extra features or
performance capabilities, cause or merit the higher
price, customers shopping on the Internet may
tend to focus on the price.
• Comparisons with competition
• Place: content creates a context
– Two ways in which the Internet as a content resource
affects decisions about the place component of the
mix are (1) by serving as a source of information
about consumption locations, and (2) by creating
contexts for consumption, or virtual places.
– Whether the product is digital or physical, a marketer
can use Internet content to guide customers to
purchase opportunities. For instance, e-mail
marketing is content created to directly market to a
delimited set of targets. Alternatively, a Web site might
contain a list of locations from which a product is
available, perhaps divided into geographic regions.
– Virtual people (avatars)
• Promotion
– The Internet has received attention as a means for
promoting goods and services. It is a channel of
communication with potential for reaching a global
audience. In addition, the technologies that comprise
the Internet make it possible for marketers to create
promotional content in forms capable of addressing a
wide range of promotional objectives. We will look at
the use of content for the three objectives of image,
improvement, and incentive. The vehicles used to
deliver the content to users, such as banners,
buttons, and mailing lists.
– 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
– 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)
: Coupey, Eloise (2001).
Marketing and The Internet.
Conceptual Foundations. Prentice Hall.
PPT for Chapter : 10