Infotainment

1
Infotainment

• Winnie Chung and John Paynter
• Presented by John Paynter
• Australasian Services Marketing Conference,
  Dunedin February 2001

2
Infotainment

• Information Entertainment
• Infotainment
• A strategy to attract or retain website visitors

3
Information

• Important in the context of websites
• The flow of information works in two ways
• Business to consumer
• Consumer to business

4
Interaction

• To act on each other
• Two dimension of interactivity
• Response time almost real time
• Response contingency the degree to which the
  response by one party is a function of the
  response made by the other party
• It can be
• Informative
• Divertive (e.g. entertainment)

5
Information and Interaction
6
The New Zealand Herald
7
ANZ
8
NZ Tourism Online
9
Yahoo! Game
10
Steinlager
11
Information and Interaction
                                   
 
12
Information and Interaction
13
Retention Strategies
14
Strategies for each quadrant

• Passive
• Regular competitions (never updated) Steinlager
• E-list service, spot prizes ETA

15
Strategies for each quadrant

• Interaction-oriented
• Personalisation Yahoo
• Message boards Yahoo
• Daily draw Free lotto
• Prizes for referring others Free lotto

16
Strategies for each quadrant

• Information-oriented
• NetMind Inland Revenue

17
Strategies for each quadrant

• Information-oriented
• Free draw (competition) NZ tourism online, NZ
  Herald
• E-mail services NZ tourism online, Inland
  Revenue
• Message Board NZ Herald

18
Strategies for each quadrant

• Interactive-information
• Competition ANZ, Flying Pig
• Customized web page Eforce (display offers that
  will interest the visitor)
• Customized Email
• Email newsletters ANZ (email bank magazines)
• Message Board Eforce
• Reward www.consult (earn rewards for taking
  part in the survey)

19
Strategies for each quadrant

• Interactive-information
• Specials Flying Pig
• Order Tracking Flying Pig
• Discount purchases Flying Pig

20
Flow of Information (Interactive-information
quadrant)
21
Other suggested strategies

• Updated information

22
Other suggested strategies

• Free e-mail services
• Loyalty system
• Online coupons (e.g. McDonalds in Japan)
• Swapping links with complementary websites
• Join a link exchange or Webring to swap links
• Swapping advertisements with complementary
  websites
• Use of banners such as AllAdvantage for
  advertisement

23
Interaction
24
Conclusion

• Merely building a site is not enough
• Retaining consumers is the main success factor
  for a website
• Develop and implement retention strategies
  effectively
• Infotainment is the set of strategies used by
  sites in enticing consumers to return