The 6Cs of motivation is a recognised tool used in higher education and looks at ways to improve classroom motivation and student participation. In 2004 Dave Chaffey suggested the 6Cs of customer motivation in a world where the online offer was developing. The aim was that a model of customer motivation would help define the Online Value Proposition.
The 6Cs provide clarity when building or refining a website. You can use the template below to assess the benefits a website and online services offers online audiences, as well as those of your competitors.
‘Right content’ including more detailed product or service information or value-adding content ‘Right context’ of content for the site visit ‘Right media’ including interactive services and tools and video
Personalisation of content or products to individuals or groups
Customer forums such as for troubleshooting or exchanging tips
24/7 availability Turnaround time After sales service Refund Guarantee
Informed perception of lower-cost - no middle man Online exclusive pricing
Broader range of products / services Additional methods of payment Flexible delivery including ‘on-demand’ options for digital content Ease of return
Interested in learning more about the 6Cs? Or want to see case studies of the model in action? You can get that and more our Digital Marketing Models guide, which is free for all members.
Download free, Basic member resource – Digital Marketing Models Guide This new guide, published in 2016 lists 10 models that can be used by marketing professionals and students for digital audits, planning and strategy. Access the Digital marketing models guide
By Annmarie Hanlon
Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL within the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and ‘online marketing’ she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. Annmarie has written several SAGE textbooks including Digital Marketing, Digital Business and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing. Her textbooks are adopted in nearly 30 countries by over 100 universities and are the leading textbooks in SAGE’s digital topic collections.
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