Digital Content Marketing: A Literature Synthesis
Digital Content Marketing: A Literature Synthesis
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数字内容营销：文献综述
DOI：
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发表时间：
2004
期刊：
影响因子：
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通讯作者：
Nina Koiso
中科院分区：
文献类型：
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作者：
Nina Koiso
Pingdom数字产品越来越成为商业领域的一部分。技术促进的环境在一般的营销文献中得到了相当大的关注。本文回顾了现有的知识基础上的数字产品和这些产品的差异，建议营销活动。它首先将数字内容与其他产品相比较，然后进一步分析调整后的营销组合框架的营销影响。所确定的数字内容的关键特征是信息重组、可访问性、导航交互、速度和基本上为零的边际成本。本文最后讨论了这些特点的应用。
Purely digital products are increasingly part of the commercial landscape. Technology-facilitated environments in general have received considerable attention in the literature on marketing. This article reviews the existing knowledge base on digital products and the differences these products suggest for marketing activities. It first positions digital content in relation to other offerings, then further analyzes the marketing implications with an adjusted marketing mix framework. The key characteristics of the digital content identified are information recombination, accessibility, navigation interaction, speed, and essentially zero marginal cost. The text closes with a discussion of the application of these characteristics.