Content Archetypes
of
Customer Interface Archetypes
October, 2002
Table of Content
Executive Summary ------------------------------------------------------------------ i
1
Introduction -------------------------------------------------------------------------------------1
1
1.1
Purpose ----------------------------------------------------------------------- 1
1.2
Method ----------------------------------------------------------------------- 1
1.3
Limitation -------------------------------------------------------------------- 1
2
Content Archetypes ---------------------------------------------------------------------------2 - 4
2
2.1
Offering Dominant --------------------------------------------------------- 2 -3
2.2
Information Dominant ------------------------------------------------------ 4
2.3
Market Dominant ----------------------------------------------------------- 4
3
Importance Attributes of Superstore ------------------------------------------------------5-6
3
3.1
Uniqueness ---------------------------------------------------------------- 5
3.2
Strength -------------------------------------------------------------------- 6
3.3
Limitation ------------------------------------------------------------------ 6
3.4
Improvement -------------------------------------------------------------- 6
4. Information Dominant - Washingtonpost.com ---------------------------------------7-8
4
4.1
Dimension of Washingtonpost.com Content ------------------------- 7-8
(i) Offering Mix -------------------------------------- 7
(ii) Appeal Mix --------------------------------------- 7-8
(iii) Multimedia Mix ---------------------------------- 8
(iv) Content Type ------------------------------------- 8
5 Evidence to Fit Information-Dominant ------------------------------------------------ 9-11
5
5.1
Evaluations and Comparisons ------------------------------------------9-10
5.2
Success Story of Washingtonpost.com --------------------------------10-11
6
Conclusion -------------------------------------------------------------------------------------- 12
7
References -------------------------------------------------------------------------------------- 13
8
Appendix ---------------------------------------------------------------------------------------- 14
i
Executive Summary
The 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.
1
1 Introduction
1.1 Purpose
The 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.
1.2 Method
In order to complete this report, accessing the website has to...