Mobile Internet advertising-fifth-more-consumer behavioral analysis model-2016/12/07

The evolution of consumer behavioral analysis model

"Homage to the original Niuguozhu- http://www.iamniu.com/2012/09/28/aidma-aisas-cicas/"

Often see different advertising companies or marketing companies to put forward their own consumer behavior model, these models are basically aisas model deformation. Understand the company model by understanding the initial consumer behavior model. The following is from the network.

AIDMA model

　　One of the most mature theoretical models in the field of consumer behavior is the AIDMA model proposed by American advertising e.s Lewis in 1898, which has affected nearly a century. The theory holds that consumers will experience these 5 stages from exposure to information to final purchase:

A:attention (attracting attention)---fancy business cards, handbags embroidered with advertising words, etc. are often used to attract attention to the method;

I: Interest (Interest)---the general use of the method is refined color catalogue, the relevant articles of the newsletter to be clipped;

D:desire (Arouse desire)---selling tea to prepare tea sets at any time, to customers brew a cup of fragrant strong tea, customers a taste of tea fragrant body delicious, will produce the desire to buy. If you sell a house, take a visitor to the house. Restaurants at the entrance to display a refined sample of color and aroma, so that customers feel the charm of the merchandise, you can breathe his desire to buy;

M:memory (Leave a memory)

A:action (Purchase action)

AIDMA model, consumers from attention to commodities, to generate interest, to create a desire to buy, leave memories, make a purchase action, the whole process can be by the traditional marketing methods around.

　　

Aisas model

　　Aisas model is a brand-new model of consumer behavior analysis, which is based on the change of consumer life in Internet and wireless application era. The company noted that the current marketing approach is from the traditional AIDMA marketing law main key to the network characteristics of the Aisas development.

Attention---attract attention;

Interest---arouse interest;

Search---for searching;

Action---purchase actions;

Share---everyone to share;

In the new marketing rules, two s, which have network characteristics, namely search and share ship, point out the importance of searching and sharing in the Internet era, not blindly to the user's one-way concept, fully embodies the Internet's influence and change to people's life style and consumption behavior.

The Aisas model, which is reconstructed based on the market characteristics of the Internet era, is considered as two important steps in the search for information after consumers pay attention to the commodity and generate interest, as well as the information sharing after the purchase action is generated.

Sicas is a new consumer analysis model proposed by DCCI in 2011 based on the era of web2.0+ mobile interconnection.

　　

Sicas model

　　In the digital age, Web2.0, mobile Internet has created the traditional media and even traditional internet media can not match the new communication, marketing ecology---Based on the user relationship network, users and friends, users and enterprises to connect with each other free dialogue, users not only through the social Relations Network, Through the network of contacts active access to information, but also as a source of consumption, the topic of publishing information, and more friends to share the experience. With the change of communication environment and user behavior, the consumer decision-making process also changes, and the consumption trajectory corresponding to the new ecology, the behavioral model---Sicas came into being.

　　

Mobile Internet advertising-fifth-more-consumer behavioral analysis model-2016/12/07