Dentsu, a Japan advertising agency, develops the AISAS concept to explain the online user behavior in Web 2.0 era. AISAS stands for Attention-Interest-Search-Action-Share. This process explains how online user usually behaves when they are using Internet especially in decision making of buying product. Web 2.0 enables the web designers to provide a rich communication environment such as multimedia to foster interest level among online user. At the first level, Web 2.0 technology can generate interest to online user comparing to Web 1.0 that only attract simple attention from online user.
When the online user has reached the high level of interest, they will search the product or company that they are ready to buy in order to search a cheapest price and the retail store. But somehow, in search level online user may find the other competitor offering the better product or finding the bad news/comments about the product that the online user wants to buy. That is why recently the term of Search Engine Optimization/ Marketing begins popular in virtual world. SEO/SEM is an effort to put the company/product website not only at the top of the search engine list but to put the best content at the top of search engine top list.
If online user has decided to but (action) and already used the product then the online user will share their experience of using the product in social networking or in their blog. This last level will directly effect in Search level because the sharing content of online user will be put in search engine top list and this is how PR should always the monitor the result the product/company in the top search engine like Google.
When the online user has reached the high level of interest, they will search the product or company that they are ready to buy in order to search a cheapest price and the retail store. But somehow, in search level online user may find the other competitor offering the better product or finding the bad news/comments about the product that the online user wants to buy. That is why recently the term of Search Engine Optimization/ Marketing begins popular in virtual world. SEO/SEM is an effort to put the company/product website not only at the top of the search engine list but to put the best content at the top of search engine top list.
If online user has decided to but (action) and already used the product then the online user will share their experience of using the product in social networking or in their blog. This last level will directly effect in Search level because the sharing content of online user will be put in search engine top list and this is how PR should always the monitor the result the product/company in the top search engine like Google.
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