It's Not the Size of the Data — It's How You Use It by Koen Pauwels

Author:Koen Pauwels
Language: eng
Format: epub
Publisher: AMACOM

Classification of CICs

CICs are further classified as “content-separated” activities and “content-integrated” activities in my recent paper with Evert de Haan and Thorsten Wiesel.6 We define “content-integrated” marketing communications as advertising or other promotional (paid or unpaid) activities on third-party websites that are an integral part of the medium's editorial content. For instance, consumers specifically access price comparison sites or organic search sites to obtain information on the searched-for items. In contrast, “content-separated” advertising means that the information, message, or offering of the advertisement is not part of the editorial content of the medium. Retargeting messages and paid search advertising (typically appearing at the right, top, or bottom of the loaded site) are examples of content-separated activities. Table 9–1 compares the “firm-initiated versus customer-initiated” dimension with the “content-separated versus content-integrated” dimension.

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