The BASE3 Model is designed to help businesses plan and execute digital marketing strategies that align with the customer’s decision-making process. The framework is built around three key principles, termed “The Three Certainties of Digital Marketing”:
- Human Decision-Making Process: The model emphasizes that most humans make decisions in a similar way—by identifying a problem or desire, evaluating solutions, making a decision, seeking validation, and then building a community around that decision. The BASE3 Model leverages this process to guide marketing strategies.
- Alignment with Search and Social Algorithms: The model notes that search engines and social media platforms are built to align with this decision-making process. Understanding how these platforms predict and present content to users is crucial for effective digital marketing.
- Utilization of Communication Channels: The model categorizes and systematizes the various digital communication channels (like websites, social media, email, etc.) that businesses typically use. It helps businesses determine which channels to use at different stages of the customer journey.
The BASE3model is represented by a chart titled “The Periodic Table of Digital Marketing Elements”. The chart illustrates the customer decision-making journey, content that is typically needed at each level of that journey, and numbered channels organized by those same journey levels. The numbered grid can be used to map out a planned customer journey.
The BASE3model website offers resources like charts, tools, and training to help marketers and business owners implement the BASE3 Model in their marketing campaigns. You can also purchase the book “Digital Blitz,” which explains how to surround a customer’s entire buying journey with digital touchpoints.
