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Digital Content Marketing: A Literature Synthesis

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Abstract:

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.

Keywords: CONSUMER MARKETS; DIGITAL CONTENT; INTERNET APPLICATIONS; MARKETING MIX

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725704773041122

Publication date: February 1, 2004

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