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Why digital brand content is like waste (and what can we learn from this)

Author

Listed:
  • Simián, José Manuel

    (Associate Director of Content Strategy, USA)

Abstract

Digital content is in many ways like solid waste — both have similar cycles of use and disposal, and similar trajectories when it comes to value and property rights. This analogy has two important real-life implications: on the one hand, digital content pollutes just like waste, and it becomes imperative to develop practices to minimise or recycle digital content (something that can yield bottom-line benefits); on the other, seeing content as waste shows how people rarely think of unused digital content as a commodity — something with value and which may be transferred to another owner. This, in turn, highlights the need for standardised methods and formulas for the objective measurement of both the quality and value of digital content.

Suggested Citation

  • Simián, José Manuel, 2023. "Why digital brand content is like waste (and what can we learn from this)," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(3), pages 231-237, February.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:10:i:3:p:231-237
    as

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    More about this item

    Keywords

    content as waste; digital waste; value of content; content strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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