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How can businesses use online consumer behavior models to improve digital marketing?

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Online consumer behavior models are frameworks that help marketers understand how and why people interact with digital platforms, such as websites, social media, and apps. By applying these models to their digital marketing strategies, businesses can gain insights into their target audience's preferences, motivations, and decision-making processes, and optimize their online presence accordingly. In this article, we will explore some of the most common and useful online consumer behavior models and how they can help businesses improve their digital marketing.

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Tim Carr

Oracle Customer Experience (CX) Product Marketing Lead | Brand Marketer | Board Member AMA Chicago

1 The AIDA model

The AIDA model is one of the oldest and simplest online consumer behavior models, and it stands for Attention, Interest, Desire, and Action. It describes the stages that a potential customer goes through before making a purchase or taking a desired action on a digital platform. The AIDA model can help businesses design their digital marketing campaigns to capture the attention of their audience, generate interest in their products or services, create a desire for them, and persuade them to take action, such as clicking, subscribing, or buying.

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Tim Carr

Oracle Customer Experience (CX) Product Marketing Lead | Brand Marketer | Board Member AMA Chicago
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(A)ttenntion in digital marketing is everything! It powers the social algorithms that dictate the reach and exposure achieved through our brand pages, user-generated content from our fans, and employee advocacy programs. It's also essential to all paid digital media programs because if the content doesn't capture and hold attention, the ability to impact is diminished substantially. In today's fragmented media landscape with ever-increasing distractions, grabbing that attention is complex and can come at a premium. Fortunately, there are many ways to measure and even buy on attention signals these days, giving marketers the ability to deliver impressions more efficiently and to move on to step two - generating (I)nterest.

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Enchi Chang
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The AIDA model can serve as a foundation for mapping a customer journey. The attention-Interest-Desire-Action parallels to the steps of a customer's purchase decision process. The other function of the AIDA model is to serve as a framework of planning digital marketing tactics. For example, during the Attention stage, one can consider email marketing and digital advertising, while in the action stage an e-coupon might encourage a potential customer to make the purchase. One can use AIDA to consider what goal digital marketing wants to achieve and plan the marketing activities accordingly.

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Dillion Roberts

Director of ProspectEngage at Camoin Associates | Business Attraction Expert | Helping EDO's To Generate Leads More Effectively
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The AIDA model is a traditional marketing framework that stands for Awareness, Interest, Desire, and Action. It outlines the customer journey from the moment they first learn about a product or service to the point of purchase or engagement. Applying the AIDA model to digital marketing, particularly in analyzing online consumer behavior, can yield valuable insights for businesses. It stands for: Awareness, Interest, Desire, and Action, but another component that is involved is using measurement and analytics to understand the effectiveness of your digital marketing campaigns using the AIDA model. You can also personalize and segment depending on which stage of the model your audience is in.

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2 The 5Is model

The 5Is model is a more comprehensive and interactive online consumer behavior model, and it stands for Identify, Interact, Interest, Influence, and Implement. It focuses on the dynamic and complex nature of online consumer behavior, and how it is influenced by the context, content, and community of digital platforms. The 5Is model can help businesses understand their audience's identity, preferences, and needs, interact with them in meaningful and relevant ways, create interest and value for their products or services, influence their attitudes and behaviors, and implement effective and measurable digital marketing strategies.

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Wabiner Douglas Ferrinho

LinkedIn Top Voice | Marketing | Consumer Behavior | E-commerce | Leadership | Entrepreneurship | Digital Business | Growth Hacking | Product Head | Innovation | Ux Design | ForbesBLK
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Having data about your online product or service consumers is essential to enhance the efficiency of your digital actions. Using models like the 5Is can further maximize how you perceive and understand your customer, thereby creating more assertive strategies when it comes to offering your product or service to address your customer's problem.

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3 The 7Cs model

The 7Cs model is another online consumer behavior model that emphasizes the importance of creating a positive and satisfying customer experience on digital platforms. It stands for Context, Content, Community, Customization, Communication, Connection, and Commerce. It suggests that businesses should provide a user-friendly and appealing context for their digital platforms, offer high-quality and engaging content that matches their audience's needs and interests, foster a sense of community and social interaction among their online customers, allow for personalization and customization of their products or services, communicate clearly and consistently with their audience, connect their digital platforms with other channels and platforms, and facilitate easy and secure transactions and conversions.

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4 The Honeycomb model

The Honeycomb model is a specific online consumer behavior model that applies to social media platforms. It identifies seven key elements that define the functionality and value of social media for users, and they are Presence, Relationships, Reputation, Groups, Conversations, Sharing, and Identity. The Honeycomb model can help businesses analyze how their audience uses social media platforms, what benefits they seek from them, and how they interact with other users and brands. Based on this analysis, businesses can tailor their social media marketing strategies to enhance their presence, build relationships, improve their reputation, join or create groups, participate in conversations, share valuable content, and express their identity.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can businesses use online consumer behavior models to improve digital marketing?

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1 The AIDA model

2 The 5Is model

3 The 7Cs model

4 The Honeycomb model

5 Here’s what else to consider

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