Matakuliah : J0324/Sistem e-Bisnis

Tahun : 2005
Versi : 02/02

Pertemuan 24
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
 More Types of Content

Types that enable interactivity

Online help
Contests
Games

4
Factors That Influence Content
Complexity

5
Different Purposes for Interactive
Content

6
 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

7
 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

8
Next..
 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)

Next.. 9
 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

Next..10
 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)

11
 Source : Coupey, Eloise (2001).
Marketing and The Internet.
Conceptual Foundations. Prentice Hall.
PPT for Chapter : 10

12