Everything that we do online, including buying, selling, sharing, writing, searching, publishing, meeting, and discussing, is done for one of the four following reasons; commerce, information, networking, or entertainment. To easily memorize them, you can use the acronym CINE.
These four reasons dictate a user’s internet mindset. Whenever we open up a web browser, we do so for one of these internet mindsets reasons. That’s why it’s so important for digital marketers to understand these reasons and to figure out why a user is visiting our page; if we can pinpoint their motivation, we can offer content that aligns with their purpose and keep their attention.
Therefore, whenever we’re creating content for our site or, even better, if we’re imagining the user reading our content, we should always ask ourselves: what are they thinking about?
Try to get in the user’s head. Be the user; ask yourself why the user would arrive on your site in the first place. The user’s attitude towards your site will be conditioned by the internet mindset that they assumed the moment that they tuned into their screen, and it’s in our best interest to align our priorities to match that attitude. After all, when a user opens a browser and begins to execute their plan, they are making an unconscious decision that is based on their internet mindset. With that mindset, they decide whether or not your content is relevant.
Take, for example, this post as the content and you, the reader, as the user. I can detect your mindset and assume that you are in the information mindset. After all, you’re here to inform yourself, right?
If I’m right about this, then you aren’t reading to enhance your network, you’re probably not interested in being distracted by entertainment offers, and you’re definitely not trying to buy anything from me. I have to factor this into the presentation of my post if I want to keep your attention, and I have to answer your questions.
Thus, I will not bore you with an academic or psychological dissertation on the four mindsets. Instead, I’ll give you an overview of each of them so that you can think about how to use them in your own digital marketing strategies.
Internet Mindset #1: Commerce
Anyone who’s making a living in digital marketing generally finds this mindset to be the most interesting. After all, it’s the one that gets us paid. One important facet of the commerce mindset that we need to understand is that the name can be somewhat misleading. We may think that the commerce mindset refers only to eCommerce websites, but the reality is that it encompasses any conversion that a website offers.
Internet Mindset #2: Information
Without a doubt, this mindset is most prevalent. Out of the 5.5 billion searches per day made on Google, you can bet that a large chunk of these was made with an information mindset.
We call the current era the Information Age in no small part because of the ease of access that internet search engines provide.
In the Information Age, it is no longer socially acceptable to disagree on a fact for longer than a few milliseconds, nor are we permitted to simply shrug and say, “I don’t know” to a large number of uncertainties that plagued previous generations.
Internet Mindset #3: Networking
This internet mindset usually arrives when we’re in business-mode. Maybe we’re searching for a new job or interacting with professional social media platforms. Whatever it is, we’re doing that ancient professional ritual that we call ‘networking;’ the only difference is that we’re online now.
Unlike the information mindset that takes place in tiny micro-moments, users generally set aside more time for their networking time. The goal is not simply to find a person or company that we hope to network with, but to establish a professional connection with them. This takes more time and a greater level of concentration than other mindsets, especially information.
Internet Mindset #4: Entertainment
This mindset is most often found in social networks and games, and it also requires the lowest level of concentration and effort. The user is eager to access the entertainment, and it’s easy to lose a visitor because of a simple distraction. By the way, have you seen any videos of dancing cats recently? They’re so funny!
Hey! Are you still there? See, this is what I’m talking about. Welcome back, my friend.
Understanding and detecting our users’ mindsets when they arrive on our platform, or they view our content, can be one of the most powerful tools in our digital marketing strategy.
By aligning our work with our users’ subconscious desires, we can increase conversions or simply improve ‘customer satisfaction.’