Matakuliah : J0324/Sistem e-Bisnis

Tahun : 2005
Versi : 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 Cs 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 sites files to the users
computer. Once downloaded, the file is stored in its
entirety in the users computer and is available to
be played

9
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