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Digital Marketing Models: 6Cs of online customer motivation

Author's avatar By Annmarie Hanlon 29 Jun, 2016
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Use the 6Cs of online customer motivation to help you structure your website's conversion funnel

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.

6 Cs digital marketing model

How should this model be used?

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.

What are the 6Cs?


‘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

Cost Reduction

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.

Author's avatar

By Annmarie Hanlon

Annmarie Hanlon PhD is an academic and practitioner in strategic digital marketing and the application of social media for business. Dr Hanlon has expertise in the strategic application of social media for business and the move from digitization, to digitalization and digital transformation for business. Her expertise spans consumer touch points, online customer service, the use of reviews, the role of influencers, online engagement and digital content. You can follow her update on Twitter https://twitter.com/annmariehanlon

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