Today, as the Internet and mobile Internet applications have become explosively popular, consumers’ consumption behavior patterns have undergone earth-shaking changes. At the same time, the influence of traditional media such as television, newspapers, and radio is gradually weakening and being surpassed by the Internet.
If the first generation of the Internet plays the role of information release like television and newspapers, then the Internet search engine provides a completely different possibility of obtaining information actively and accurately from traditional media.
Subsequently, WEB2.0 brought a new communication concept that is different from traditional media: communication with consumers as the main body. Consumers can not only actively obtain information through the Internet, but also publish information as the main body of information release and share information with more consumers. Internet tools such as Blog, WikiBBS, and WeChat also attract consumers, and consumer behavior patterns and media markets have also changed accordingly. For example: by publishing personal blogs to advertisements such as “Google AdSense” to achieve interest sharing, continuously improve its advertising media function, and the accuracy of various search engines is also constantly improving. The media market is gradually showing a trend of in-depth and accurate development from the previous flat development.
In response to this trend, Dentsu proposed the concept of consumer generated media (CCM), which is a personal media with blogs, Wikis, BBSs, SNS, WeChat, etc. as the main forms. In addition to personal information release and group information sharing, it also gradually compares and discusses news, corporate information, and advertisements. In this process, corporate and advertising information has been disseminated; in addition, the mode of network information release has changed from the previous mode of release from merchants to consumers to the mode of sharing between consumers after the merchants release to consumers.
Under the influence of the Internet and mobile Internet, along with the changes in consumer lifestyles, Dentsu proposed the AISAS consumer behavior analysis model. Under the guidance of this model, the marketing methods of enterprises are also developing from the traditional AIDMA rules to the network-based AISAS.
In the AISAS model, A stands for Atention. In marketing, the first thing to do is to arouse consumer development. Attention; I stands for Interest. In marketing, the marketing content should be able to arouse the interest of consumers; S stands for Search. When the product attracts the attention of consumers and makes them interested, it should be able to make consumers search; A stands for Action. After the consumer’s search behavior occurs, it should be able to promote the consumer’s purchase behavior; S stands for Share. After the consumer’s purchase behavior occurs, it should be able to make consumers willing to share their shopping experience and usage experience. Among them, Search and Share reflect the characteristics of the Internet. The search and sharing behaviors are actively carried out by consumers, rather than blindly instilling concepts and information from enterprises to consumers in a unilateral manner as in the past. This fully reflects the impact of the Internet on consumer life and consumption behavior.
The new consumer behavior model determines the new contact points of consumers. According to Dentsu’s Contact Point Management, the media will no longer be limited to fixed forms. Different media types consider the media form, delivery time, and delivery method. The first consideration is the identification of feasible contact points between consumers and products or brands, and the communication of information with consumers at all contact points. In the communication process, consumer websites that explain product features in detail around consumer contact points become the deep destination for information communication with consumers at each contact point. Consumer websites not only provide detailed information about products, which promotes consumers’ understanding of products, but also influences consumers’ purchasing decisions. In addition, consumer websites also provide a channel for interpersonal communication. For corporate network marketers, more effective marketing plans can be formulated by analyzing website visitor access data.