{"id":70622,"date":"2016-06-29T15:00:00","date_gmt":"2016-06-29T14:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=70622"},"modified":"2016-10-27T10:57:30","modified_gmt":"2016-10-27T09:57:30","slug":"digital-marketing-models-6cs-online-customer-motivation","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/marketing-planning\/marketing-models\/digital-marketing-models-6cs-online-customer-motivation\/","title":{"rendered":"Digital Marketing Models: 6Cs of online customer motivation"},"content":{"rendered":"

Use the 6Cs of online customer motivation to help you structure your website's conversion funnel<\/h2>\n

The 6Cs of motivation is a recognised tool used in higher education and looks at ways to improve classroom motivation and student participation. In 2004 Dave Chaffey suggested the 6Cs of customer motivation in a world where the online offer was developing. The aim was that a model of customer motivation would help define the Online Value Proposition.<\/p>\n

\"6<\/a><\/p>\n

How should this model be used?<\/h3>\n

The 6Cs provide clarity when building or refining a website. You can use the template below to assess the benefits a website and online services offers online audiences, as well as those of your competitors.<\/p>\n

What are the 6Cs?<\/h3>\n

Content<\/h4>\n

\u2018Right content\u2019 including more detailed product or service information or value-adding content \u2018Right context\u2019 of content for the site visit \u2018Right media\u2019 including interactive services and tools and video<\/p>\n

Customisation<\/h4>\n

Personalisation of content or products to individuals or groups<\/p>\n

Community<\/h4>\n

Customer forums such as for troubleshooting or exchanging tips<\/p>\n

Convenience<\/h4>\n

24\/7 availability Turnaround time After sales service Refund Guarantee<\/p>\n

Cost Reduction<\/h4>\n

Informed perception of lower-cost - no middle man Online exclusive pricing<\/p>\n

Choice<\/h4>\n

Broader range of products \/ services Additional methods of payment Flexible delivery including \u2018on-demand\u2019 options for digital content Ease of return<\/p>\n

Interested in learning more about the 6Cs? Or want to see case studies of the model in action? You can get that and more our Digital Marketing Models guide, which is free for all members.<\/p>\n

\n
\n \n Digital marketing models guide\n <\/a>\n <\/div>\n
\n

Download free, Basic member resource \u2013 Digital Marketing Models Guide<\/strong><\/p>\n

This new guide, published in 2016 lists 10 models that can be used by marketing professionals and students for digital audits, planning and strategy.<\/p>\n

Access the Digital marketing models guide<\/a><\/p>\n <\/div>\n <\/div><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Use the 6Cs of online customer motivation to help you structure your website’s conversion funnel The 6Cs of motivation is a recognised tool used in higher education and looks at ways to improve classroom motivation and student participation. 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