Information marketing in a digital world

This article analyses the role of information in the marketing processes associated with a digital world. The distinctions between information products and goods and services are explored. The unique characteristics of information products may demand a new approach to marketing, defined as information marketing. An analysis of the different levels of product demonstrates that information is often used to augment services or goods, and that it may be difficult to delineate the category “information products”. In marketing communications, digital information can be a rich resource for organisations, consumers and communities. The multi‐faceted role of information in the virtual world has consequences for information producers, consumers and marketers. These groups need to understand the unique features of information marketing.