Killer Content: Strategies for Web Content and E-Commerce

Mai-lan Tomsen

  • 出版商: Addison-Wesley
  • 出版日期: 2000-04-05
  • 定價: USD $34.95
  • 售價: $199
  • 語言: 英文
  • 頁數: 240
  • 裝訂: Paperback
  • ISBN: 0201657864
  • ISBN-13: 9780201657869

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Description

In just a few short years, the World Wide Web has turned traditional business models upside down. Killer Content describes how to adapt business, application, and network topologies to meet the needs of the most important new breed of customer — the online consumer. A well-rounded guide for IT students and professionals, this book defines the changing models for Web-based commerce and shows how to correlate the demands and rewards of digital commerce and adapt them to different business environments. In addition to providing details about the emerging digital assets and consumer communities, the author examines a series of case studies from Internet ground breakers such as Priceline.com, TheStreet.com, Salon, Yahoo!, and Amazon.com.

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Appropriate Courses

Electronic Commerce, Web Programming and Design.

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Table Of Contents

List of Sidebars.
Foreword.
Preface.
Acknowledgments.

I. CONCEPTS.

1. Content Value Exchange.
Concepts and Strategies.
The Need for Value.
The Dilution of Loyalty.
Early Examples of Value Exchanges.
Net User Value Exchange 10

Business-to-Business Value Exchange 14

Common Success Factors.

Net Browsers and Net Buyers.
Summary.

2. The Role of Relevance.
Free and Premium Content in Action.
High Value Content Exchange: TheStreet.com.
Premium Content.
Lessons Learned from TheStreet.com.

Retail Value Exchange.
Perils of Single-Dimension Value Exchange.
Diversifying Value Exchange.

Information Value Exchange.
Poor Value Content Exchange: International Herald Tribune
New Media “Cannibalization<170.
Media Cannibalization in the Retail World.
Building Brands through Value Exchange.

Summary.

3. Value Exchange Variations.
Categories of Value Exchange.
Promotional Value Exchange.
Commerce Value Exchange.
Net User Goals and Expectations.
The Dangers of Single-Dimension Value Exchange.
The Problem with Priceline.com.

Content Value Exchange.
Networks and Portals.
Evolution of Network Content Value Exchange.
Vertical Portals (Vortals).
Relevance in Content Value Exchange.
Information without Usability 57


Entertainment Value Exchange.
The Role of Bandwidth.
Broadcasting and Integrated Entertainment.
The Music Revolution.

Summary.

4. Diversification of Revenue.
An Evolution Underway.
Monetizing Commerce Exchange.
Negotiated Pricing by Auction.
Fulfilling Payment in an Auction Exchange.
Consumer Merchandizing.

Monetizing Content and Entertainment Exchange.
Early Failures at Content Commerce.
Advertising.
Syndication.
Pay per Access.
Subscription.
Secure Distribution.

Summary.

II. STRATEGIES.


Picking the Right Strategy for Your Site.
5. Supporting User Experience.
Provide Membership.
Acquiring Information for Lost Passwords.
Web Site Cookies.
Acquiring Information for Marketing Products.

Personalize the User Experience.
Support Users.
Communicate via Community.
Net User Communication Forums.
Fantasy-based Communities.

Reward Net Users.
Market Effectively 122

Advertising with Banners and Buttons.
Direct E-mail Marketing.

Set Up Smart Affiliate Relationships.
Portal-to-Portal Affiliate Relationships.
Site-to-Site Affiliate Programs.
Affiliation by Content.

Summary.
Designing Web Information Structure.
Use Consistent and Clear Navigation.
Web Page Templates.
Site Search Utilities.

Support Personalization.
Personalizing Content.
Using Personalization Engines.

Streamline Form-based Processes.
Accept Major Credit Cards.
Handling Payments without a Credit Card.
Standardize Forms.
XML in Web-based Information Exchange.

Practice Open Disclosure.
Privacy Rights of Children.
Posting Policy Statements.
Privacy Statements.
Third-Party Seals.

Use Appropriate Digital Rights Management.
Secure Distribution.
Digital Watermarking.

Summary.
Facilitating Web Site Processes.
Elements of a Process Infrastructure.
Understand Content and E-commerce Solutions.
Catalog Solutions.
Process Solutions.
Application Solutions.

Manage Process Relationships Effectively.
Content Management Cycle.
Automating Workflows.

Take Advantage of Business Intelligence.
Develop Scalable Affiliate and Syndication Management Programs.
Affiliate Program Management.
Syndication Management.

Summary.
Epilogue.
Glossary.
Bibliography.
Index. 0201657864T04062001



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