Digital Strategy 101
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CONSUMER MOTIVATION<br />
DEFINITION USE<br />
The biological, emotional, social, and<br />
cognitive forces that influence behavior<br />
EXAMPLE<br />
I want to lose weight for my High School reunion because I want people to pay more<br />
attention to my six-figure salary than my waist line because I derive personal value<br />
from the opinion of others.<br />
“Behavior is motivation filtered through<br />
opportunity.” – Clay Shirky<br />
In digital, we too often focus on<br />
consumer behavior without delving into<br />
the messy motivations behind that<br />
behavior. People tweet about our brand,<br />
but before we ask them to tweet about<br />
our new brand campaign we should<br />
understand why they tweet to begin<br />
with.<br />
DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 39
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