Killer Content: Strategies for Web Content and E-Commerce
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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.
I. CONCEPTS.1. Content Value Exchange.
The Need for Value.
The Dilution of Loyalty.
Early Examples of Value Exchanges.
Business-to-Business Value Exchange 14
Common Success Factors.
Net Browsers and Net Buyers.
2. The Role of Relevance.
Lessons Learned from TheStreet.com.
Retail Value Exchange.
Diversifying Value Exchange.
Information Value Exchange.
New Media “Cannibalization<170.
Media Cannibalization in the Retail World.
Building Brands through Value Exchange.
3. Value Exchange Variations.
Promotional Value Exchange.
Commerce Value Exchange.
The Dangers of Single-Dimension Value Exchange.
The Problem with Priceline.com.
Content Value Exchange.
Evolution of Network Content Value Exchange.
Vertical Portals (Vortals).
Relevance in Content Value Exchange.
Information without Usability 57
Entertainment Value Exchange.
Broadcasting and Integrated Entertainment.
The Music Revolution.
4. Diversification of Revenue.
Monetizing Commerce Exchange.
Fulfilling Payment in an Auction Exchange.
Monetizing Content and Entertainment Exchange.
Pay per Access.
Picking the Right Strategy for Your Site.
5. Supporting User Experience.
Web Site Cookies.
Acquiring Information for Marketing Products.
Personalize the User Experience.
Communicate via Community.
Reward Net Users.
Market Effectively 122
Direct E-mail Marketing.
Set Up Smart Affiliate Relationships.
Site-to-Site Affiliate Programs.
Affiliation by Content.
Designing Web Information Structure.
Use Consistent and Clear Navigation.
Site Search Utilities.
Using Personalization Engines.
Streamline Form-based Processes.
Handling Payments without a Credit Card.
XML in Web-based Information Exchange.
Practice Open Disclosure.
Posting Policy Statements.
Use Appropriate Digital Rights Management.
Facilitating Web Site Processes.
Elements of a Process Infrastructure.
Understand Content and E-commerce Solutions.
Manage Process Relationships Effectively.
Take Advantage of Business Intelligence.
Develop Scalable Affiliate and Syndication Management Programs.