Contentware

09. (Contents) E-Commerce Marketing Mix – Contentware
Contents
09. E-Commerce Marketing Mix – Contentware
E-Commerce Marketing Mix – Contentware
•
Code: 166145-01
•
Course: Electronic Commerce Marketing
•
Period: Autumn 2011
•
Professor: Sangwon Lee, Ph.D.
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09. (Contents) E-Commerce Marketing Mix – Contentware
Contents
• 01. E-Commerce Waves
• 02. E-Commerce Marketing
• 03. E-Commerce Environments
• 04. E-Commerce Consumer Behaviors
• 05. E-Commerce Marketing Researches
• 06. E-Commerce Marketing Goal
• 07. Segmentation, Targeting, and Positioning
• 08. E-Commerce Marketing Mix – Collaboration
• 09. E-Commerce Marketing Mix – Contentware
• 10. E-Commerce Marketing Mix – Commitment
• 11. E-Commerce Marketing Mix – Communication
• 12. E-Commerce Marketing Mix – Channel
• 13. Website Establishment
• 14. Integrated Marketing Strategy
• 15. Internet Society and Law
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09. (Lecture) E-Commerce Marketing Mix – Contentware
Lecture
09. E-Commerce Marketing Mix – Contentware
E-Commerce Marketing Mix – Contentware
•
Code: 166145-01
•
Course: Electronic Commerce Marketing
•
Period: Autumn 2011
•
Professor: Sangwon Lee, Ph.D.
3
09. (Lecture) E-Commerce Marketing Mix – Contentware
01. Contentware
• Contentware
• All values provided to a customer for his/her need satisfactory
• It includes physical product, digital product, and service.
Contentware
Physical
Product
Service
+ Experience
Digital
Product
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09. (Lecture) E-Commerce Marketing Mix – Contentware
02. Types of Contentware
• Major Types of Contentware
• 1) Physical product
• 2) Digital product
• 3) Service
1)
Physical Product
3)
Service
2)
Digital Product
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09. (Lecture) E-Commerce Marketing Mix – Contentware
02. Types of Contentware
• 1) Physical Product
• Products that are substantial and touchable in the real world
• Types of physical product
• General-purpose product
• Able to evaluate before experience
• Semi-general-purpose product
• More discriminative than general-purpose product
• Experience product
• Able to evaluate after experience
• Trust product
• Difficult to evaluate after experience
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09. (Lecture) E-Commerce Marketing Mix – Contentware
02. Types of Contentware
• 2) Physical Product
• Easiness of physical product
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
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09. (Lecture) E-Commerce Marketing Mix – Contentware
02. Types of Contentware
• 2) Digital Product
• Products that are produced, distributed, consumed, and stored in the
digital form
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09. (Lecture) E-Commerce Marketing Mix – Contentware
02. Types of Contentware
• 2) Digital Product
• Examples of digital products
Examples of Digital Product
Paper
Book, Newspaper, Magazine, Brochure, Coupon, Report
Information Product Manual, Catalog, User Manual, Sales Manual
Graphic
Photo, Postcard, Calendar, Map, Poster, X-ray
Audio
Music, Speech, Lecture
Video
Movie, Television Program, Video Clip
Software
Program, Game, Development Tools
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09. (Lecture) E-Commerce Marketing Mix – Contentware
02. Types of Contentware
• 3) Service
• Activities that are provided as its own goal or in order to let other
contentwares convenient and useful.
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09. (Lecture) E-Commerce Marketing Mix – Contentware
02. Types of Contentware
• 3) Service
• An example of service
• Ticket service at www.ticketlink.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
02. Types of Contentware
• 3) Service
• An example of service
• Autobytel at www.autobytel.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
02. Types of Contentware
• Comparisons of Contentwares
Physical Product
Digital Product
Service
Materiality
Visible
Invisible
Invisible
Standardization
Homogeneity
Homogeneity
Heterogeneity
Separation of Production
and Consumption
Possible
Possible
Impossible
Stock
Possible
Possible
Impossible
Ownership Transfer
Possible
Possible
Impossible
Value Creation
By Suppliers of
Physical Products
By Suppliers of
Digital Products
By Interactions
between Users and
Suppliers
Additional Production Cost
Yes
(Almost) No
Yes
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09. (Lecture) E-Commerce Marketing Mix – Contentware
03. Strategies for Contentware
• Major Strategies for Contentware
• 1) Strategies for physical product
• 2) Strategies for digital product
• 3) Strategies for service
1)
Physical Product
3)
Service
2)
Digital Product
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09. (Lecture) E-Commerce Marketing Mix – Contentware
03. Strategies for Contentware
• 1) Strategies for Physical Product
• General-purpose product (able to evaluate before experience)
•  Low cost and low price
• Semi-general-purpose product (more discriminative than generalpurpose product)
•  Low cost and discrimination
• Experience product (able to evaluate after experience)
•  Image marketing
• Trust product (difficult to evaluate after experience)
•  Customization
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
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09. (Lecture) E-Commerce Marketing Mix – Contentware
03. Strategies for Contentware
• 1) Strategies for Physical Product
• Entry barrier vs. profit according to physical products
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
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09. (Lecture) E-Commerce Marketing Mix – Contentware
03. Strategies of Contentware
• 1) Strategies for Physical Product
• An example of semi-general-purpose product
• NetGrocer at www.netgrocer.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
03. Strategies of Contentware
• 2) Strategies for Digital Product
• Versioning
• Supporting various digital products according to situations and
customers
http://creativezone.mediamind.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
03. Strategies of Contentware
• 2) Strategies for Digital Product
• Methods of versioning
• Versioning by convenience
• Versioning by coverage
• Versioning by operation
• Versioning by community
• Versioning by inconvenience
• Versioning by velocity
• Versioning by data processing ability
• Versioning by user interaction
• Versioning by image resolution
• Versioning by technical support
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09. (Lecture) E-Commerce Marketing Mix – Contentware
03. Strategies of Contentware
• 2) Strategies for Digital Product
• An example of versioning
• Versioning by patch upgrade at www.blizzard.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
03. Strategies of Contentware
• 3) Strategies for Service
• Various information should be provided.
• Purchasing should be convenient.
• Payment should be safe.
• Products should be differentiated for each customer.
• Customers should be included in design products.
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09. (Lecture) E-Commerce Marketing Mix – Contentware
04. Experience
• Experience
• A customer’s recognition and analysis for all stimuli while interacting
with a website.
• Examples
• Starbucks = basic utility + additional utility
• Amazon = information + emotion while purchasing
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09. (Lecture) E-Commerce Marketing Mix – Contentware
04. Experience
• Importance of Experience
• Generalization of production techniques
•  Efforts for service improvements
•  But, to imitate services is possible.
•  Experience is very important.
http://www.microsoft.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
04. Experience
• Facts of Experience
• Reasonable experience
• Emotional experience
• New experience
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09. (Lecture) E-Commerce Marketing Mix – Contentware
04. Experience
• Marketing Strategies on the Basis of Experience
• Sense
• Feel
• Think
• Act
• Relate
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09. (Lecture) E-Commerce Marketing Mix – Contentware
05. Contentware Development
• Contentware Development
• Creation of new contentware + improvement of contentware
• A consumer as well as a producer would develop contentware
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09. (Lecture) E-Commerce Marketing Mix – Contentware
05. Contentware Development
• Considerations in Developing Contentware
• Needs of a consumer
• Ability of a producer
• Market environment
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09. (Lecture) E-Commerce Marketing Mix – Contentware
05. Contentware Development
• Procedure of Contentware Developing
• Idea creation
•  Idea selection
•  Contentware conceptualization and test
•  Feasibility study
•  Contentware development
•  Pilot test
•  Commercialization
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09. (Lecture) E-Commerce Marketing Mix – Contentware
05. Contentware Development
• An Example of Contentware Development
• Smellypoop at www.smellypoop.com
http://www.smellypoop.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
06. Internet Brand
• Brand
• The version of a product that is made by one particular manufacturer.
• A product is discriminated from other products.
• Internet Brand
• The version of a contentware that is made by one particular
manufacturer.
• A contentware is discriminated from other contentwares.
http://www.olpost.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
06. Internet Brand
• Importance of Internet Brand
• It is used for positioning.
• It is used for experience.
• It is used for buzz marketing.
http://www.olpost.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
06. Internet Brand
• An Example of Internet Brand
• Wassada at www.wassada.com
http://www.wassada.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
06. Internet Brand
• Decision of Internet Brand
• Use its domain name.
• Let it memorized easily.
• Let its features informed easily.
• Let it attracted easily
• Let it protected legally.
http://www.kelp-beds.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
06. Internet Brand
• Internet Brand Asset
• Various positive marketing effects that a company get from a specific
internet brand.
http://www.mbrand.kr
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09. (Lecture) E-Commerce Marketing Mix – Contentware
06. Internet Brand
• Sources of Internet Brand Asset
• Customer relationship
• High brand recognition
• Positive brand image
http://news.danawa.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
06. Internet Brand
• Expansion of Internet Brand
• From a contentware market to other contentwares
• Ex. Daum from portal to auction, shopping, and learning
• Extension of Internet Brand
• From online(offline) market to offline(online) market
• Ex. Lotte department to lotte.com
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09. (Lecture) E-Commerce Marketing Mix – Contentware
06. Internet Brand
• An Example of Extension of Internet Brand
• Lotte department and lotte.com
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