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The Digital Digest
Vol-4 | Issue 1 | January 2020
Fogg Behaviour Model. Motivation, ability, trigger

A couple of years ago, I came across a very interesting model for analyzing human behaviour - the B.J. Fogg Behavior Model.

The Fogg Behavior model while created for all behaviours in general, manages to put especially put customer behaviour on digital in perspective. The model, a brainchild of Dr B.J Fogg from Stanford University shows that three key aspects of the equation must converge at the same moment for a behaviour to occur: Motivation, Ability, and a Trigger.

Fogg Behaviour Model

The start of the new year has meant a plethora of trends being thrown out there. However, if there’s one strategic tip we want you to follow - it’s this one.

As marketers, we’re always looking to understand what makes the customer take action. What drives them? What motivates them to engage? Once the theory and model had been shared with the team, we started using it to evaluate all the content we put out for our clients.

So, how can you use it?

Let’s say you’ve put out some highly relevant content and customer behaviour doesn’t occur. That’s when you analyse your material using the Fogg Behaviour Model. Chances are, at least one of those three elements will be missing. It’s quite simple really. Want your customers to take action? Make sure motivation, ability and triggers align.

When your customer is highly motivated (example: a timebound offer) and the action is easy to do (example: one click to submit), that's the exact moment they should be triggered (example: join now!). When all 3 line up positive behaviour is extremely likely!

Here at Techmagnate, we swear by BJ Fogg's Behavior Model and putting out content that our client’s customers’ are genuinely inspired by.

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