“Information consumption” is not a common marketing term. Actually, my keyword research indicates that there is no search volume at all for this term. As I learned about information consumption behavior during my Masters in Information Psychology, I believe that understanding this behavior is fundamental to making informed decisions about digital marketing approaches.
Information browsers and information search engines
When people go online, they typically engage in two types of information consumption: searching and browsing. Understanding and strategically targeting these behaviors is critical to effective digital marketing.
Information browsers
Conduct. Browsers navigate the Internet without a specific purpose. They can scroll through social media feeds, browse news sites, or research different topics of interest.
Characteristics. Discovery-oriented individuals are open to discovering new content, products, or services. They engage with content that grabs their attention, such as articles, videos or social media posts, and their sessions can be longer as they explore different sources of information.
Marketing approach. To capture the attention of discoverers, create engaging and shareable content through content marketing, use popular social media platforms (TikTok, Lemon8, Instagram, Reddit) where they spend the most time, and use engaging visual ads to attract them. attention Additionally, consider existing Key Opinion Leaders (KOLs) or influencers to share content with their established fan base.
Information seekers
ConductSearchers go online with a specific goal or question in mind, using search engines to find accurate information, products or solutions.
CharacteristicsGoal-oriented individuals are focused on finding answers or completing tasks efficiently. Their intent can be categorized as informational, navigational, or transactional searches, and they prefer fast and relevant results that meet their needs.
Marketing approachTo effectively reach targeted individuals, optimize content to rank high in search results for relevant queries through SEO, use targeted advertising through PPC advertising to appear in search results for specific keywords, and ensure that content is highly relevant by answering specific questions or solving certain problems. Also, consider acquiring existing assets that already rank well and have organic traffic, all of which are designed to turn passive scrolling into active engagement.
A mix of strategies for an integrated approach
The lines between searching and browsing are often fluid in the digital world.
A browser today may be a searcher tomorrow and vice versa.
Therefore, a complete digital marketing strategy must be both behaviorally relevant and aligned with consumer buying behavior.
For searchers to implement strong SEO and SEM strategy to ensure high content ranking and attract relevant traffic.
For browsers, use dynamic social media marketing tactics that attract and engage.
Mastering these dual information consumption channels allows your brand to not only reach, but resonate with your audience by tapping into their digital journey, whether they're on a focused mission or just browsing.
