Marketing Models

Technology Acceptance Model

Explains the acceptance of information systems by individuals. It suggests that the acceptance of technology is predicted by the user’s behavioural intention. Which is determined by the perception of technology usefulness in performing the task and perceived ease of its use.

Shows which factors influence people’s intention to a use new technology, perceived ease of use and perceived usefulness. An adult who may perceive video games as too difficult to play or a waste of time will be unlikely to use this technology. But an adult who thinks that games need mental stimulation and practice would be more likely to learn how to use digital games.

Can improve performance, time efficiency and convenience.

https://www.sciencedirect.com/topics/social-sciences/technology-acceptance-model

https://www.smartinsights.com/manage-digital-transformation/digital-transformation-strategy/digital-marketing-models-technology-acceptance-model/

https://open.ncl.ac.uk/theories/1/technology-acceptance-model/

https://blog.oxfordcollegeofmarketing.com/2022/02/17/all-you-need-to-know-about-the-10cs-of-digital-marketing/

https://www.yourarticlelibrary.com/internet-marketing/the-10-cs-for-internet-marketers/90998

McKinsey's consumer decision journey

The 4C’s of marketing communication

Clarity – to ensure consumers understand and are informed of what is being communicated and advertised to them

Credibility – is it credible? Other sources of information to back this up, have to make sure you are not miselling products and services to consumers.

Consistency – being consistent about what you are promoting

Competitiveness – being able to keep up with your competition in the market

Race Planning:

RACE= Reach, Act, Convert, Engage

a strategy for digital marketing across customer journey.

Each stage it it's own process, but aim to you eventually becoming an advocate of your business.

advocate= a person who puts a case on someone else's behalf.

https://www.smartinsights.com/tag/race-planning-system/#:~:text=What%20does%20RACE%20planning%20stand,Reach%20%3E%20Act%20%3E%20Convert%20%3E%20Engage

https://quizlet.com/42371383/digital-marketing-frameworks-flash-cards/

Forresters 5ls

Forrester is a market research company and in 2007, they created a model to measure consumer engagement.

The 5 I's are

Involvement - involving a customer with the brand, can be measured via site traffic, page views as it can show if they are interested

Interaction the different actions a customer takes such as buying a product, signing up to an email

Intimacy - finding out what the customer thinks via qualitative research such as them posting a blog, results in brand awareness and favorability

Influence - whether a customer will recommend your product to someone else or return to purchase another product. Metrics can come from surveys, reviews, etc.

Individual – the model focuses on individuals rather than customers as a collective

Ten c’s are used to review an organisation’s marketing communications and website, how they are managed which can be used as an external tool to audit competitors activities. Ten c’s of marketing are:

• Customer: Make customers know about organisation. Interacting to purchase product. Collecting data and market research to meet their needs.

• Corporate culture- it is refer to beliefs and behaviours which tells how company’s employees and management interact and handle outside business transactions.

• Convenience

• Competition-Communications

• Consistency

• Creative Content

• Customisation

• Coordination

• Control

https://www.smartinsights.com/social-media-marketing/social-media-strategy/digital-marketing-models-honeycomb-model/

Honeycomb Model

https://blog.oxfordcollegeofmarketing.com/2022/02/17/all-you-need-to-know-about-the-10cs-of-digital-marketing/

https://www.yourarticlelibrary.com/internet-marketing/the-10-cs-for-internet-marketers/90998

https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-consumer-decision-journey

https://www.smartinsights.com/marketing-planning/marketing-models/digital-marketing-models-hofackers-5-stages-information-processing/

Lauterborn 4c's

https://www.smartinsights.com/marketing-planning/marketing-models/digital-marketing-model-lauterborns-4-cs/

The 4C’s of marketing communication

Clarity – to ensure consumers understand and are informed of what is being communicated and advertised to them

Credibility – is it credible? Other sources of information to back this up, have to make sure you are not miselling products and services to consumers.

Consistency – being consistent about what you are promoting

Competitiveness – being able to keep up with your competition in the market

6 c’s of online customer motivation

Content: including the right content on your website so customers are aware of what they are looking at and adding product explanation so they have information of what functions the product they may potentially purchase has.

Customization: means personalization of products to fit a certain group a company is specifically advertising to.

Community: customer forums where they can discuss products or give advice on what to do when repairing a product. Or general discussion about other product related topics.

Convenience: customers being able to return a product or get a full refund with a product if they are not satisfied.

Cost reduction: lower cost due to no middleman transactions done straight from seller to buyer.

Choice: a wider range of product choice, also additional payment methods e.g., PayPal credit cards, debit cards apple pay etc. & flexible delivery.