Make good use of the DECAX model to develop your content marketing strategy
Traditional consumer behavior model
Friends who are engaged in Internet marketing must be familiar with AIDMA model (opens in a new tab) and AISAS model (opens in a new tab), right?
The so-called AIDMA model (opens in a new tab) is the product of American marketing and advertising expert Sam. Roland. Hall (Samuel Roland Hall) in his work, elaborated on the impact of advertising (opens in a new tab) on consumers (opens in a new tab)Psychology (opens in a new tab) Abbreviation for process.
The AIDMA model expresses the various stages of consumers from hearing about the product to purchasing:
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Attention
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Interest
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Desire (desire)
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Memory
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Action
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The AISAS model (opens in a new tab) is an extended model proposed by the Japanese company Dentsu in 2004 based on the AIDMA model (opens in a new tab).
The AISAS model was developed by Japan’s Dentsu Corporation (https://wiki.mbalib.com/zh-tw/%E7%94%B5%E9%80%9A%E5%85%AC%E5%8F%B8 (opens in a new tab)) for the Internet era. Consumer (opens in a new tab) changes in lifestyle, and proposes a new consumer behavior analysis model:
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Attention
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Interest
*Search
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Action
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Share
It is not difficult to see that these two Ss play a pivotal role in the AISAS model (opens in a new tab)─searching and sharing are not only activities that many netizens engage in every day on social media, It also means that the Internet has brought many impacts and changes to people’s lifestyles and consumption behavior (opens in a new tab).
Therefore, for companies engaged in online marketing, they must realize that they can no longer blindly promote or transmit ideas, but also need to pay more attention to consumers’ feelings.
Introduction to DECAX mode
In addition to AIDMA mode (opens in a new tab) and AISAS mode (opens in a new tab), have you heard of DECAX mode (opens in a new tab)? This is a new model proposed by Dentsu in 2015 for content marketing.
Dentsu Corporation of Japan believes that the traditional consumer behavior model may be somewhat outdated in the field of content marketing, so they proposed the DECAX model (opens in a new tab):
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Discovery
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Engage (relationship)
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Check
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Action
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eXperience (experience)
The biggest difference from the previous two consumer behavior models is that the DECAX model (opens in a new tab) attaches great importance to consumers’ feelings and discoveries about things. In other words, if you want to engage in content marketing effectively, it is best not to focus on the company’s goods or services themselves, but to think about how to convey [useful information] to consumers (https://www.vista.tw/en/blog/legal-accounting-and-other-professionals-need)?
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Modern consumers pay more attention to product reputation and independent decision-making, so they will filter the authenticity of the messages sent by companies, and then gradually build relationships with merchants. And after purchasing goods, they are more willing to take the initiative to share their experiences with relatives and friends.
When it comes to engaging with content (opens in a new tab), we need to ensure consumers are happy with their discoveries. For this, we need to learn new skills. We need to think like publishers, rather than copy writers. As creative directors, we must think beyond just raising awareness.
Actual case sharing
As for how to make good use of the DECAX model to promote content marketing? We can share an example with you:
Mr. Wang, who suffers from frozen shoulder disease, is a busy office worker. He spends his commute time scrolling through his phone every day, often reading articles on news websites. One day, he accidentally “discovered” a certain health media and saw health information written by a doctor from a certain rehabilitation clinic. From then on, he paid special attention to such information and deepened his “relationship”.
Because he often read such articles, Mr. Wang began to have a good impression of this rehabilitation clinic and was willing to “confirm” the rehabilitation treatments offered by the clinic. Finally, he took “action” to recover and posted the relevant “experience” on Facebook and LINE groups to share it with relatives and friends.
Does it make you feel emotional just by watching me describe the situation of this story in words? Next time, when you want to promote your products or services through content marketing, you might as well consider giving the DECAX model a try!
★ Welcome to like the “Vista Writing Companion Program (opens in a new tab)” fan page!
★ Do you want your copywriting to be liked by more people? Come and watch “Slow Reading and Understanding in Seconds (opens in a new tab)”.
★ To improve your content power, please don’t miss the online course “Content Power: The Super Power of Building Brands (opens in a new tab)”
★ Photo Credit: Kristina Wagner (opens in a new tab)
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
