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Information Consumption Behaviour: How Human Consume Digital Bits
I first learned about “information consumption behavior” during my Master’s studies in information psychology. If you are keen to master...
I first learned about “information consumption behavior” during my Master’s studies in information psychology.
If you are keen to master digital marketing, this is something you need to know.
Information Browsers and Information Searchers
When people go online, they typically engage in two types of information consumption: seeking and browsing. Understanding and strategically targeting these behaviors is essential for effective digital marketing.
Information Browsers
Behavior: Browsers navigate the internet without a specific goal in mind. They might scroll through social media feeds, browse news websites, or explore various topics of interest.
Characteristics: Discovery-oriented individuals are open to discovering new content, products, or services. They engage with content that catches their eye, such as articles, videos, or social media posts, and their sessions can be longer as they explore different sources of information.
Marketing Approach: To capture the attention of discovery-oriented individuals, create engaging and shareable content through content marketing, utilize popular social media platforms (TikTok, Lemon8, Instagram, Reddit) where they spend the most time, and use eye-catching visual ads to attract their attention. Additionally, consider leveraging existing Key Opinion Leaders (KOLs) or influencers to share content with their established fan base.
Information Searchers
Behavior: Searchers go online with a specific goal or question in mind, using search engines to find precise information, products, or solutions.
Characteristics: Goal-oriented individuals are focused on finding answers or completing tasks efficiently. Their intent can be categorized into informational, navigational, or transactional searches, and they prefer quick and relevant results that meet their needs.
Marketing Approach: To effectively reach goal-oriented individuals, optimize content to rank highly in search engine results for relevant queries through SEO, use targeted ads via PPC advertising to appear in search results for specific keywords, and ensure content is highly relevant, answering specific questions or solving particular problems. Additionally, consider acquiring existing assets that already rank well and have organic traffic.t, all designed to turn passive scrolling into active engagement.
Blending Strategies for a Unified Approach
The lines between seeking and browsing are often fluid in the digital world.
A browser today might be a seeker tomorrow and vice versa.
Therefore, a holistic digital marketing strategy should cater to both behaviors and align with consumer buying behavior.
For seekers, implement a strong SEO and SEM strategy to ensure high content ranking and capture relevant traffic.
For browsers, deploy dynamic social media marketing tactics that engage and captivate.
Mastering these dual information consumption pathways allows your brand to not only reach but also resonate with your audience, tapping into their digital journey, whether they’re on a focused mission or just browsing.
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