Killer Content
Strategies for Web Content and E-Commerce
Résumé
A well-rounded guide for IT professionals and system architects, this book defines the changing models for Web-based commerce and shows you how to correlate the demands and rewards of digital commerce and adapt them to your own business environment. Killer Content explains this important value-add information for maintaining your content-driven business.
In addition to learning about the emerging digital assets and consumer communities, the author examines a series of case studies from Internet groundbreakers such as Priceline.com, TheStreet.com, Salon, Yahoo!, and Amazon.com. The book explains how these innovative companies generated revenue by understanding the needs of Net users. Killer Content also examines the emerging services and issues around digital commerce, such as personalization, privacy, and payment. Other key topics include:
The business models in digital commerce that generate real return-on-investment for content sites
A profile of the business problems and personal goals that drive the online consumer's browsing and navigation patterns
A synopsis of the different technologies available to implement and manage digital commerce
An in-depth summary of the technical challenges of delivering products ordered over the Internet.
Table of contents
- Preface
- Part I: Concepts
-
- Chapter 1. Content Value Exchange
- Concepts and Strategies
- The Need for Value
- The Dilution of Loyalty
- Early Examples of Value Exchange
- Net User Value Exchange
- Business-to-Business Value Exchange
- Common Success Factors
- Net Browsers and Net Buyers
- Summary
- Chapter 2. The Role of Relevance
- Free and Premium Content in Action
- High-Value Content Exchange: TheStreet.com
- Premium Content
- Lessons Learned from TheStreet
- 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"
- Media Cannibalization in the Retail World
- Building Brands Through Value Exchange
- Summary
- Chapter 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
- Entertainment Value Exchange
- The Role of Bandwidth
- Broadcasting and Integrated Entertainment
- The Music Revolution
- Summary
- Chapter 4. Diversification of Revenue Streams
- An Evolution Underway
- Monetizing Commerce Exchange
- Negotiated Pricing by Auction
- Fulfilling Payment in an Auction Exchange
- Monetizing Content and Entertainment Exchange
- Early Failures at Content Commerce
- Advertising
- Syndication
- Pay-per-Access
- Subscription
- Secure Distribution
- Summary
- Part II: Strategies
-
- Picking the Right Strategy for Your Site
- Chapter 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
- 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
- Chapter 6. Designing the 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
- 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
- Chapter 7. Facilitating Web Site Processes
- Elements of a Process Infrastructure
- Understand Solutions Provided by Content and E-commerce Systems
- Manage Process Relationships Effectively
- Content Management Cycle
- Automating Workflows
- Take Advantage of Business Intelligence
- Develop Scalable Affiliate and Syndication Management Programs
- Affiliate Program Management
- Avoiding Affiliate Fraud
- Increasing Traffic through Syndication
- Syndication Roles
- Summary
- Epilogue
- Glossary
- Bibliography
- Index
L'auteur - Mai-Lan Tomsen
was one of the first product managers at Qpass, focusing on the growth and development of the system infrastructure supporting customer activity and transaction load for the content network. Previously, she worked at Microsoft on COM+ Services, Transaction Server, and Commerce Server. Mai-Ian has helped leading organizations, such as the Wall Street Journal, New York Times, and Corbis, gain revenue from content commerce. She has written numerous articles for Microsoft Systems Journal and Microsoft Internet Developer. Mai-Ian can be contacted at mailan@earthlink.net.
Caractéristiques techniques
PAPIER | |
Éditeur(s) | Addison Wesley |
Auteur(s) | Mai-Lan Tomsen |
Parution | 20/04/2000 |
Nb. de pages | 212 |
Format | 18,6 x 23,3 |
Poids | 450g |
EAN13 | 9780201657869 |
Avantages Eyrolles.com
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