This is a collaborative site to explore Web Marketing Buyer Models and the application of Capability Maturity Models. It has Open Access, but Controlled Membership. If you want to be a participating member of this site, please email Jeremy Chatfield with your details.
A Buyer Model describes the Buyer Decision Process that a prospective purchaser goes through to decide what they will buy and whether they would buy again or recommend to another prospective buyer. Several different Buyer Models have been described in Marketing literature. Each is intended to offer a way to understand and then influence prospective buyer behaviour. There has been little written about the interaction of Buyer Models and the Web, and how marketing can use the web to best advantage.
Few web sites are designed with any kind of Buyer Model in mind. This results in the "everything links everywhere" site design, rather than a design that helps a visitor to identify where they are in the model and to provide them with appropriate content. At the highest level, a site's information architecture will also recognise that different buyers have different experience and provide alternate paths to support both less and more experienced prospective buyers.
For example, someone in the FMCG sector wanting to reduce fat in a product may search for "fat alternatives" while a more experienced purchaser might search for "low density lipid" (or whatever phrase represented their more precise need).
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