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The SIM Framework

Mass Information

Mass Information is typical of organisations first use of the Internet. It is usually inspired by a desire to be seen to up-to-date and will often be used to promote the brand and existing products and services.

Many first generation sites are information sites, but often the information is company led rather than consumer driven. For example, information on the board of directors and the company social club. Further, although feedback may be encouraged, usually by the use of an e-mail button, often there are no processes in-place within the organisation to monitor, distribute, analyse and act upon such information.

Value added information and tools are important differentiators and attractors. Some particularly noted sites are the Italian Ragù's site with its recipes, competitions, and Italian lessons in club-style, and Vauxhall with it's TrafficMaster realtime traffic flow information.

Definition: Mass Information is primarily a monologue communication analogous to mass advertising on TV or in newspapers. Interaction is encouraged, using either e-mail or existing forms of communication channels (e.g. 0800 telephone nos., letter).

Business Value: In business terms this stage offers very little because this type of offering is now saturating the Internet. What it does provide is an opportunity to:

• Put in place some of the infrastructure elements.
• Gain basic skills in these new mediums.
• Trial in small ways some of the 1-to-1 techniques

Timescales: An organisation should aim at a fast transition though this stage.

Information examples are:

• Help and advice relating to life events.
• Help and advice about the industry and its offerings.
• List of products and services with possibly some explanations.
• Telephone nos. and addresses of outlets.
• History about the company.
• Factual information about the Board of Directors and the Annual Accounts.
• Promotional information on community service and sponsorships.

Tools & Techniques could include:

• Calculator to assess required levels of insurance.
• Flowchart to determine what products or services are required.

Technology:

• Web page editors capable of text, graphics and possibly tables.
• E-mail response option.
• Autobots for automated e-mail reply.

Many sites have little information content, rather they concentrate on form, including for example, sound, animation, video. In certain circumstances these can be appropriate, where for instance the target audience is young and seeking a new experience, but repeat visit may be few.

Example Financial Services Sites:

• Allied Dunbar (Life insurance calculator and Will Making help file)
• Guardian Royal Exchange (Pocket Guide tourist information to UK cities)
• Scottish Widows (free e-mail)
• Woolwich Building Society (Find and view properties)

Next is Mass Presentation

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External Resources
 

1. For more examples of companies undertaking Mass Information see the Database of example companies.
2. See the full list of resources for this web site for other related resources.

[Overview] [Brand Development Cycle] [ Product/Service Development Cycle]
[Customer Relationship Cycle] [Mass Information] [Mass Presentation] [Mass Personalisation] [Mass Customisation] 
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