CHAPTER 1 : INTRO

Digital media - Communications are facilitated through content and interactive services delivered by
different digital technology platforms including the Internet, web, mobile phone, interactive TV, IPTV
and digital signage.

Digital marketing - The application of the Internet and related digital technologies in conjunction with
traditional communications to achieve marketing objectives. / Achieving marketing objectives through
applying digital technologies and media

Online company presence - Different forms of online media controlled by a company including their
website, blogs, email list and social media presences. Also known as ‘owned media’. These techniques
are used to support the objectives of acquiring new customers and providing services to existing
customers that help develop the customer relationship through E-CRM .

Electronic customer relationship management (E-CRM)- Using digital communications technologies to

maximise sales to existing customers and encourage continued usage of online services through
techniques including database, personalised web messages, customer services, email and social media
marketing.

Multichannel marketing - Customer communications and product distribution are supported by a

combination of digital and traditional channels at different points in the buying cycle.

Customer journeys - The sequence of online and offline touchpoints a customer takes during a buying
process or broader customer experience. Online this may include a range of digital platforms,
communications media, websites, pages and engagement devices.

Paid media Also known as bought media, a direct payment occurs to a site owner or an ad network
when they serve an ad, a sponsorship or pay for a click, lead or sale generated.

Owned media Different forms of online media controlled by a company including their website, blogs,
email list and social media presence.

Earned media The audience is reached through editorial, comments and sharing online.

Application Programming Interfaces Method of exchanging data between systems such as website
services

Desktop, laptop and notebook platforms

1 Desktop browser-based platform. This is traditional web access through the consumer’s browser of
choice, whether Internet Explorer, Google Chrome or Safari.

2 Desktop apps. We don’t hear this platform talked about much; increasingly users are accessing paid
and free apps from their desktop via the Apple App Store or the Microsoft equivalent, like Gadgets. This
gives opportunities for brands to engage via these platforms.
3 Email platforms. While email isn’t traditionally considered a platform, it does offer an opportunity
separate from browser and app-based options to communicate with prospects or clients, whether
through editorial or advertising, and email is still widely used for marketing.

4 Feed-based and API data exchange platforms. Many users still consume data through RSS feeds, and
Twitter and Facebook status updates can be considered a form of feed or stream where ads can be
inserted.

5 Video-marketing platforms. Streamed video is often delivered through the other platforms mentioned
above, particularly through browsers and plug-ins, but it represents a separate platform. Television
channels delivered through streaming over the Internet (known as IPTV) are related to this platform. It
could be argued that the major social networks Facebook, LinkedIn and Twitter also provide a form of
platform, but these really exist across all of these technology platforms so they haven’t been identified
separately.

Mobile phone and tablet platforms

The options on mobile hardware platforms are similar in many ways to the desktop. Since they can be
used in different locations there are many new opportunities to engage consumers through mobile
marketing and location-based marketing. The main platforms are:

1 Mobile operating system and browser. There are mobile browsers which are closely integrated with
the operating system.

2 Mobile-based apps. Apps are proprietary to the mobile operating system, whether Apple iOS, Google
Android, RIM or Windows. A big decision is whether to deliver content and experience through a
browser and/or a specific app which provides an improved experience. If you check the latest research
you will see that the majority of mobile media time is app-based. Other hardware platforms Apart from
desktop and mobile access, there are a host of other and growing platforms through which to
communicate with customers.

For example:

1 Gaming platforms. Whether it’s a PlayStation, Nintendo or Xbox, there are increasing options to reach
gamers through ads or placements within games, for example in-game ads.

2 Indoor and outdoor kiosk-type apps. For example, interactive kiosks and augmented reality options to
communicate with consumers.

3 Interactive signage. The modern version of signage is closely related to kiosk apps and may
incorporate different methods such as touchscreen, Bluetooth or QR codes to encourage interactive.

4 Wearables. Smart watches such as the Apple Watch and smart glasses such as Google Glass.

Mobile marketing -Marketing to encourage consumer engagement when using mobile phones
(particularly smartphones) or tablet devices.
Location-based marketing- Location or proximitybased marketing is mobile marketing based on the
GPS built into phones or based on interaction with other local digital devices.

Mobile-based apps Designed to run on smartphones and tablet computers, apps provide users with rich
mobile content by deploying the handset’s multiple native capabilities. Apps are available for download
from app stores hosted by the mobile operating systems (e.g. iTunes for iOS, Google Play for Android,
Microsoft App Store, BlackBerry App World).

Software as a Service (SaaS)- Business applications and software services are provided through Internet
and web protocols with the application managed on a separate server from where it is accessed through
a web browser on an end user’s computer with data stored within ‘The Cloud’.

Software platforms for managing modern marketing

Six main categories of system recommended for marketers review for the range of technologies
available are:

1 Marketing experiences. More specialised technologies that directly affect prospects and customers
across their lifecycle, such as advertising, email, social media, search engine optimisation, content
marketing, A/B testing, marketing apps – the ‘front-office’ of modern marketing.

2 Marketing operations. The tools and data for managing the ‘back-office’ of marketing, such as
analytics, Marketing Resource Management (MRM), Digital Asset Management (DAM) and agile
marketing management.

3 Marketing middleware such as Data Management Platforms (DMPs), tag management, cloud
connectors, user management and API services.

4 Marketing backbone platforms such as customer relationship management, marketing automation,

content management and e-commerce engines. (These are quite different in their application, so need
to be reviewed separately.)

5 Infrastructure services such as databases, big data management, cloud computing and software
development tools.

6 Internet services such as Facebook, Google and Twitter that underlie today’s marketing environment.

The key strategic decisions for digital marketing are in common with traditional business and marketing
strategy decisions.

Process for developing a digital marketing strategy, customer segmentation, targeting and positioning
are all key to effective digital marketing. These familiar target marketing strategy approaches involve
selecting target customer groups and specifying how to deliver value to these groups as a proposition of
services and products. As well as positioning of the core product or brand proposition, online
development of a compelling extended product or online value proposition (OVP) is also important.
Positioning - Customers’ perception of the product and brand offering relative to those of competitors.
Target marketing strategy - Evaluation and selection of appropriate customer segments and the
development of appropriate offers.

Online value proposition (OVP) - A statement of the benefits of online services that reinforces the core
proposition and differentiates from an organisation’s offline offering and those of competitors.

Key features of digital marketing strategy :

Be aligned with business and marketing strategy;

Use clear objectives for business and brand development;

Be consistent with the types of customers;

Define a compelling, differential value proposition for the channel which must be effectively
communicated to customers ;

Value proposition -The benefits or value a brand offers to customers in its products and services.

Specify the mix of online and offline communication tools used to attract visitors to the company
website or interact with the brand through other digital media such as email or mobile ;

Support the customer journey through the buying process as they select and purchase products using
the digital channel in combination with other channels ;

Manage the online customer lifecycle through the stages of attracting visitors to the website, converting
them into customers and retention and growth ;

Applications of digital marketing

Digital media and technologies can be used as follows: (ex. Low-cost airline)

● Advertising medium . Display ads on publisher sites or social networks can be used to create
awareness of brands and demands for products or services.

● Direct-response medium . Targeted search advertising enables companies to drive visits to a site
when consumers shows intent to purchase, such as searching for a flight to a destination.

●Platform for sales transactions. Online flight booking is now the most common method for booking
flights both for consumers and business travellers.

● Lead-generation method. For booking business flights, tools can be provided which help identify and
follow up corporate flight purchases.

● Distribution channel, such as for distributing digital products. Today, airlines sell more insurance
services than previously, for example.
● Customer service mechanism. For example, customers may ‘self-serve’ more cost effectively by
reviewing frequently asked questions.

● Relationship-building medium. Here a company can interact with its customers to better understand
their needs and publicise relevant products and offers. For example, easyJet uses its email newsletter
and tailored alerts about special deals to encourage repeat flight bookings.

BENEFITS OF DIGITAL MARKETING :

Marketing is the management process responsible for identifying, anticipating and satisfying
customer requirements profitably. This definition emphasises the focus of marketing on the customer,
while at the same time implying a need to link to other business operations to achieve this profitability.

Digital marketing can be used to support these aims as follows:

● Identifying – the Internet can be used for marketing research to find out customers’ needs and wants .

● Anticipating – the Internet provides an additional channel by which customers can access information
and make purchases – evaluating this demand is key to governing resource allocation to e-marketing .

● Satisfying – a key success factor in e-marketing is achieving customer satisfaction through the
electronic channel, which raises issues such as: is the site easy to use, does it perform adequately, what
is the standard of associated customer service and how are physical products dispatched?

The Internet can potentially be used to achieve four strategic directions:

1 Market penetration. The Internet can be used to sell more existing products into existing markets.

2 Market development. Here the Internet is used to sell into new geographical markets, taking
advantage of the low cost of advertising internationally without the necessity for a supporting sales
infrastructure in the customers’ countries.

3 Product development. New products or services are developed which can be delivered by the
Internet. These are typically digital products.

4 Diversification. In this sector, the Internet supports selling new products which are developed and sold
into new markets.

THE 5S of digital marketing :

Sell – Grow sales - Includes direct online sales and sales from offline channels influenced online.
Achieved through wider distribution to customers you cannot readily service offline or perhaps through
a wider product range than in-store, or lower prices compared to other channels

Serve – Add value - Achieved through giving customers extra benefits online or inform product
development through online dialogue and feedback
Speak – Get closer to customers - Creating a two-way dialogue through web interactions like forums
and surveys and conducting online market research through formal surveys and informally monitoring
conversations to learn about them

Save – Save costs Achieved through online email communications, sales and service transactions to
reduce staff, print and postage costs. Savings also accrue through ‘web self-service’ where customers
answer queries through online content

Sizzle – Extend the brand online Achieved through providing new propositions, new offers and new
experiences online including building communities

Three main forms of demand expansion for an existing company when they adopt direct Internet
channels. These are:

1 Market expansion, which occurs when new segments of customers are reached who did not
previously buy in a category – they give the example of Estée Lauder, which hopes that the Clinique.com
site will attract customers who avoid buying at a cosmetics counter because they find the experience
intimidating.

2 Brand switching, which is by winning customers from competitors.

3 Relationship deepening, which is selling more to existing customers.

DIFFERENCE BETWEEN E-COMMERCE AND E- BUSINESS

Electronic commerce (e-commerce) refers to both financial and informational electronically mediated
transactions between an organisation and any third party it deals with .So e-commerce involves
management not only of online sales transactions, but also of non-financial transactions such as inbound
customer service enquiries and outbound email broadcasts, so you can argue that e-commerce is open
to all online organisations. E-commerce is often further subdivided into a sell-side e-commerce
perspective, which refers to transactions involved with selling products to an organisation’s customers,
and a buy-side e-commerce perspective, which refers to business-to-business transactions to procure
resources needed by an organisation from its suppliers.

Electronic commerce All financial and informational electronically mediated exchanges between an
organisation and its external stakeholders.

E-business or digital business is similar to e-commerce but broader in scope and refers to using digital
technology to manage a range of business processes incorporating the sell-side and buy-side e-
commerce, and also other key supporting business processes including research and development,
marketing, manufacturing and inbound and outbound logistics.

Electronic business (e-business) or digital business - Electronically mediated information exchanges,

both within an organisation and with external stakeholders supporting the range of business processes.
Sell-side e-commerce - E-commerce transactions between a supplier organisation and its customers.
Buy-side e-commerce - E-commerce transactions between a purchasing organisation and its suppliers.
Social commerce is a subset of e-commerce which encourages participation and interaction of
customers in rating, selecting and buying products through group buying. This participation can occur on
an e-commerce site or on third-party sites.

FORMS OF ONLINE PRESENCE

• Transactional e-commerce site: Examples – Amazon, Dell

• Services-oriented/relationship building – Accenture, British Gas

• Brand Building site – Tango, Guinness

• Portal or media site – Yahoo! Silicon.com

• Social network or media site

Stage models - models for the development of different levels of Internet marketing services.
Brochureware site - a simple site with limited interaction with the user that replicates offline marketing
literature.

Transactional e-commerce sites- sites that support online sales.

Digital transformation –a staged programme of business improvements to People, Process and Tools
tools used for integrated digital marketing to maximise the potential contribution of digital technology
and media to business growth.

Applying the 7Ss The 7Ss are a useful framework for reviewing an organisation’s existing and future
capabilities to meet the challenges posed by the new digital channels.

Summary of some of the organisational challenges of digital marketing that need to be

managed in the context of the 7S framework :

Strategy :

The significance of digital marketing in influencing and supporting the organisation’s strategy

Gaining appropriate budgets and demonstrating/delivering value and ROI from budgets. Annual
planning approach Techniques for using digital marketing to impact organisation strategy Techniques for
aligning digital strategy with organisational and marketing strategy

Structure :

The modification of organisational structure to support digital marketing

Integration of digital marketing and e-commerce teams with other management, marketing (corporate
communications, brand marketing, direct marketing) and IT staff Use of cross-functional teams and
steering groups Insourcing vs outsourcing.

Systems :

The development of specific processes, procedures or information systems to support digital marketing

Campaign planning approach–integration Managing/sharing customer information Managing content

quality Unified reporting of digital marketing effectiveness In-house vs external best-of-breed vs external
integrated technology solutions

Staff :

The breakdown of staff in terms of their background and characteristics such as IT vs marketing, use of
contractors/ consultants, age and sex

Insourcing vs outsourcing Achieving senior management buy-in/ involvement with digital marketing Staff
recruitment and retention. Virtual working Staff development and training

Style :

Includes both the way in which key managers behave in achieving the organisation’s goals and the
cultural style of the organisation as a whole

Relates to role of digital marketing team in influencing strategy – is it dynamic and influential or
conservative and looking for a voice

Skills :

Distinctive capabilities of key staff, but can be interpreted as specific skill sets of team members

Staff skills in specific areas: supplier selection, project management, content management, specific e-
marketing approaches (SEO, PPC, affiliate marketing, email marketing, online advertising)

Superordinate goals :

The guiding concepts of the digital marketing organisation which are also part of shared values and
culture. The internal and external perception of these goals may vary

Improving the perception of the importance and effectiveness of the digital marketing team among
senior managers and staff it works with (marketing generalists and IT)

A strategic framework for developing a digital marketing strategy

A: Defining the online opportunity

Setting objectives to define the potential is the core of this phase of strategy development.
Key activities are:

● 1 Set Digital marketing objectives. Companies need to set specific numerical objectives for their online
channels and then resource to deliver these objectives. These objectives should be informed by and
influence the business objectives and also the following two activities.

● 1a Evaluate digital marketing performance . Apply web analytics tools to measure the contribution of
leads, sales and brand involvement currently delivered by online communications such as search engine
marketing, online advertising and email marketing in conjunction with the website.

● 1b Assess online marketplace .Situation analysis review of the micro-environment (customers,

competitors, intermediaries, suppliers and internal capabilities and resources) and the broader macro-
environment which influences strategy, such as legal requirements and technology innovation.

B: Selecting the strategic approach

● 2 Define digital marketing strategy .Select appropriate strategies to achieve the objectives set at
stage A1.

● 2a Define customer value proposition. Define the value proposition available through the online
channel and how it relates to the core proposition delivered by the company. Review segmentation and
targeting options. Review the marketing mix and brand values to evaluate how they can be improved
online.

● 2b Define digital communications mix . Select the offline and o nline communications tools to
encourage usage of an organisation’s online services and to g enerate leads and sales. Develop new
outbound communications and event-triggered touch strategies to support customers through their
relationship with the company.

C: Delivering results online

● 3 Implement digital marketing plan . This details the implementation of the strategy.

● 3a Implement customer experience . Build the website and create the email marketing
communications which form the online interactions customers make with a company. Create online
customer relationship management capabilities to understand customers’ characteristics, needs and
behaviours and to deliver targeted, personalised value .

● 3b Execute digital communications . Manage the continuous online marketing communications

such as search engine marketing, partnership social media marketing, sponsorships and affiliate
arrangements, and campaign-based e-marketing communications such as online advertising, email
marketing and microsites to encourage usage of the online service and to support customer acquisition
and retention campaigns. Integrate the digital media channels with traditional marketing.

● 4 Customer profiling monitoring and improving online activities and maintaining the online activities .
Capture profile and behavioural data on customer interactions with the company and summarise and
disseminate reports and alerts about performance compared with objectives in order to drive
performance improvement.

Key marketing communications concepts

Digital media channels Online communications techniques used to achieve goals of brand awareness,
familiarity, favourability and to influence purchase intent by encouraging users of digital media to visit a
website to engage with the brand or product, and ultimately to purchase online or offline through
traditional media channels such as by phone or in-store.

Display ads Use of graphical or rich media ad units within a web page to achieve goals of delivering
brand awareness, familiarity, favourability and purchase intent. Many ads encourage interaction
through prompting the viewer to rollover to play videos, complete an online form or to view more
details before clicking through to a site.

Ex.in an online campaign, marketers can use ads and content on social media to engage audiences;
display ads, the familiar banner and skyscraper ads seen on many online publisher sites; pay-per-click
(PPC) ads such as the Sponsored Links in Google; search engine optimisation (SEO) to gain higher
positions in the natural listings of Google; affiliate marketing where sites which generate a sale for a
merchant gain commission; and email marketing, which is most effective when messages are sent to an
existing customer base – i.e. customers who have given their permission to receive them.

Pay-per-click PPC refers to when a company pays for text ads to be displayed on the search engine
results pages as a sponsored link (typically above, to the right of or below the natural listings) when a
specific keyphrase is entered by the search users. It is so-called because the marketer pays each time the
hypertext link in the ad is clicked on. If a link is clicked repeatedly, then this will be detected by the
search engine as click fraud and the marketer will not be charged.

Search engine optimisation A structured approach used to increase the position of a company or its
products in search engine natural or organic results listings (the main body of the search results page)
for selected keywords or phrases.

Affiliate marketing A commission-based arrangement where referring sites (publishers) receive a

commission on sales or leads by merchants (retailers). Commission is usually based on a percentage of
product sale price or a fixed amount for each sale, but may also be on a perclick basis, for example when
an aggregator refers visits to merchants.

Email marketing Typically applied to outbound communications from a company to prospects or

customers to encourage
Key marketing communications concepts

Landing page A destination page when a user clicks on an ad or other form of link from a referring site.
It can be a home page but more typically and desirably, a landing page is a page with the messaging
focussed on the offer in the ad. This will maximise conversion rates and brand favourability.

Rich media Advertisements or site content that are not static, but provide animation, sound or
interactivity. An example of this would be a display advertisement for a loan in which a customer can
type in the amount of loan required, and the cost of the loan is calculated immediately.

Digital media to support business objectives

RACE consists of four steps designed to help engage prospects, customers and fans with brands
throughout the customer lifecycle.

● Step 1: Reach – Build awareness of a brand, its products and services on other sites and in offline
media and build traffic by driving visits to web and social media presences.

● Step 2: Interact – Engage audience with brand on its website or other online presence to encourage
them to act or interact with a company or other customers.

● Step 3: Convert – Achieve conversion to generate leads or sales on web presences and offline.

● Step 4: Engage – Build customer relationships through time to achieve retention goals.
RACE is a practical framework developed by Smart Insights (2010) to help marketers manage and
improve the commercial value that their organisations gain from digital marketing. RACE is an evolution
of the REAN (Reach–Engage–Activate–Nurture) framework.

Web or digital analytics - techniques used to assess and improve the contribution of digital marketing to
a business, including reviewing traffic volume, referrals, clickstreams, online reach data, customer
satisfaction surveys, leads and sales.

Social network a site that facilitates peerto-peer communication within a group or between individuals
through providing facilities to develop user-generated content (UGC) and to exchange messages and
comments between different users.

Blog -Personal online diary, journal or news source compiled by one person, an internal team or
external guest authors. Postings are usually in different categories. Typically comments can be added to
each blog posting to help create interactivity and feedback.
Podcast - Individuals and organisations post online media (audio and video) which can be viewed in the
appropriate players (including the iPod which first sparked the growth in this technique). The latest
podcast updates can be automatically delivered by RSS.

Feed (or RSS feed) Blog, news or other content is published by an XML standard and syndicated for
other sites or read by users in RSS reader services such as Google Reader, personalised home pages or
email systems. RSS stands for Really Simple Syndication.

KEY TYPES OF DIGITAL MEDIA CHANNELS

Social media marketing- monitoring and facilitating customer-tocustomer interaction and participation
throughout the web to encourage positive engagement with a company and its brands. Interactions may
occur on a company site, social networks and other third-party sites.

Web 2.0 concept -A collection of web services involving data exchange between sites that facilitate
participation and interaction of web users with sites to create user-generated content and encourage
behaviours such as community or social network participation, mashups, content rating, use of widgets
and tagging.

Web 3.0 concept -Next-generation web incorporating high-speed connectivity, complex cross-
community interactions and an intelligent or semantic web where automated applications can access
data from different online services to assist searchers perform complex tasks of supplier selection.

●Web applications -Usage of web-based applications and services (like Google word processor and
spreadsheets). Using the web in this way is sometimes termed cloud computing where all that is really
needed for many activities is a computer with a web browser with local software applications used less
widely.

● Syndication - Increased incorporation of syndicated content and services from other sites or a network
into a site (using tools such as Yahoo! Pipes and XML exchange between widgets). We refer to this
concept as ‘atomisation’ .

● Streamed video or IPTV - Increased use of streamed video from existing TV providers and user-
generated content (as suggested by use of YouTube and IPTV services such as Joost).

● Virtual worlds - Increased use of immersive virtual environments such as Second Life.

● Personal data integration -Increased exchange of data between social networks fulfilling different
needs

● The semantic web. Increased use of semantic mark-up leading to the semantic web envisioned by Tim
Berners-Lee over ten years ago. It seems semantic mark-up will be needed to develop artificial
intelligence applications which recommend content and services to web users without them actively
having to seek them and apply their own judgement as to the best products and brands.

Benefits of digital media

1 Interactivity

Inbound marketing- the consumer is proactive in seeking out information for their needs, and
interactions with brands are attracted through content, search and social media marketing.

2 Intelligence

3 Individualisation
Personalisation - delivering individualised content through web pages or email.

Sense and respond communications- customer behaviour is monitored at an individual level and the
marketer responds with communications tailored to the individual’s need.

4 Integration

5 Industry restructuring

Disintermediation - The removal of intermediaries such as distributors or brokers that formerly linked a
company to its customers.

Reintermediation -The creation of new intermediaries between customers and suppliers providing
services such as supplier search and product evaluation.

6 Independence of location

In terms of deploying campaigns, these are further benefits of digital communications:

● Accountability. Digital media are potentially more accountable through the use of measurement
systems known collectively as web analytics. Google provides a free tool known as Google Analytics to
enable its advertisers to test the value generated from its ads.

● Testing. Potentially, testing becomes more straightforward at a lower cost with the option to trial
alternative creative executions, messaging or offers. Google offers another free tool – the Website
Optimiser – to test alternative landing pages.
● Flexibility. Campaigns can be more flexible, with the capability to change copy or offers during a
campaign. Alternative ads can be served within Google to evaluate which works best. Google AdWords
also offers dayparting, where ads can be displayed at different times of the day.

● Micro-targeting. Alternative messages can be delivered for different audiences according to what they
are searching for. Potentially a company can show a different advert in Google AdWords for each term
searched on.

● Cost-control. Costs can be controlled for each group of search terms entered by customers through
the search engine, managed collectively, and bids made can be increased or decreased with the aid of
software.

KEY challenges of digital communications

Complexity -to enable the benefits we have mentioned – such as personalisation, testing and dynamic
variation in ads through time;

Responding to competitors

Responding to changes in technology and marketing platforms

Cost

Attention

Key communications concepts for digital marketing

In this section, we introduce three key concepts which underpin digital communications across the
digital media we have introduced in this chapter.

1 Customer engagement.

Repeated interactions that strengthen the emotional, psychological or physical investment a customer
has in a brand.

2 Permission marketing.

Established approach to online marketing which is still highly relevant today as a practical foundation for
CRM and online customer engagement. Customers agree (opt in) to be involved in an organisation’s
marketing activities, usually as a result of an incentive.

Interruption marketing - marketing communications that disrupt customers’ activities.

3 Content marketing

The management of text, rich media, audio and video content aimed at engaging customers and
prospects to meet business goals published through print and digital media including web and mobile
platforms which is repurposed and syndicated to different forms of web presence such as publisher
sites, blogs, social media and comparison sites.Today, by content we refer to the combination of static
content forming web pages, but also dynamic rich media content which encourages interaction. Videos,
podcasts, user-generated content and interactive product selectors should also be considered as
content which should be refined to engage issues.

The definition suggests these elements of content management that need to be planned and
managed:

1 Content engagement value Which types of content will engage the audience – is it simple product or
services information, a guide to buying product, or a game to engage your audience?

2 Content media. Plain text, rich media such as Flash or Rich Internet applications or mobile apps (see
Chapter 3), audio (podcasts) and hosted and streamed video. Even plain text offers different format
options from HTML text to ebook formats and PDFs.

3 Content syndication. Content can be syndicated to different types of sites through feeds, APIs,
microformats or direct submission by email. Content can be embedded in sites through widgets
displaying information delivered by a feed.

4 Content participation. Effective content today is not simply delivered for static consumption, it should
enable commenting, ratings and reviews. These also need to be monitored and managed both in the
original location and where they are discussed elsewhere.

5 Content access platform. The different digital access platforms such as desktops and laptops of
different screen resolution and mobile devices. Paper is also a content access platform for print media.

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