Content Archetypes. Essay

2454 words - 10 pages

Content ArchetypesofCustomer Interface ArchetypesOctober, 2002Table of ContentExecutive Summary ------------------------------------------------------------------ i1Introduction -------------------------------------------------------------------------------------111.1Purpose ----------------------------------------------------------------------- 11.2Method ----------------------------------------------------------------------- 11.3Limitation -------------------------------------------------------------------- 12Content Archetypes ---------------------------------------------------------------------------2 - 422.1Offering Dominant --------------------------------------------------------- 2 -32.2Information Dominant ------------------------------------------------------ 42.3Market Dominant ----------------------------------------------------------- 43Importance Attributes of Superstore ------------------------------------------------------5-633.1Uniqueness ---------------------------------------------------------------- 53.2Strength -------------------------------------------------------------------- 63.3Limitation ------------------------------------------------------------------ 63.4Improvement -------------------------------------------------------------- 64. Information Dominant - Washingtonpost.com ---------------------------------------7-844.1Dimension of Washingtonpost.com Content ------------------------- 7-8(i) Offering Mix -------------------------------------- 7(ii) Appeal Mix --------------------------------------- 7-8(iii) Multimedia Mix ---------------------------------- 8(iv) Content Type ------------------------------------- 85 Evidence to Fit Information-Dominant ------------------------------------------------ 9-1155.1Evaluations and Comparisons ------------------------------------------9-105.2Success Story of Washingtonpost.com --------------------------------10-116Conclusion -------------------------------------------------------------------------------------- 127References -------------------------------------------------------------------------------------- 138Appendix ---------------------------------------------------------------------------------------- 14iExecutive SummaryThe purpose of this report is to determine the differences between each of the content archetypes and to gain more knowledge about the dimension of its content.There are five content archetypes: Superstore, Category Killer, Specialty Store (offering-dominant), information dominant and the market dominant.A superstore is a one-stop shop where the customer can find a wide range of goods in multiple product categories. The site is commonly organized by product categories and subcategory.The dimension of content consists of offering mix, appeal mix, multimedia mix and content type. Most of the websites consists of these 4 dimensions to make the content more attractive and to achieve their e-business.11 Introduction1.1 PurposeThe purpose of this report is to...

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