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The AIDA model is perhaps the best known marketing model amongst non-marketers of all the classic marketing models we featured in our recent post and poll. The vote showed many marketers find it useful too, perhaps since we apply it daily whether consciously or subconsciously when we're thinking how to make our marketing communications effective.
The AIDA Model identifies cognitive stages an individual goes through during the buying process for a product or service. It's a purchasing funnel where buyers go to and fro at each stage, to support them in making the final purchase.
It's no longer a relationship purely between the buyer and the company, since social media has extended it to achieving the different goals of AIDA via information added by other customers via social networks and communities.
The additional "R" is sometimes added by some Marketers to show the importance of ongoing relationship building to give the AIDAR model.
So how can this be applied to marketing planning? It could be referred to as a communications model rather than a decision-making model, as it's identifying to companies, how and when to communicate during each of the stages as consumers will be using different platforms, engaging at different touchpoints and requiring different information throughout the stages from various sources.
So using this to help plan your tailored and targeted communication campaign may be a start.
Ask yourself some key questions throughout the stages:
The case study didn't highlight Retention, though there are many ways to increase loyalty around sign up to mailing lists or social platforms which offer news about offers and events, discounts on product ranges, discounts according to frequency of visit, etc.
Some say that AIDA model which has been used for over three centuries. More details on the AIDA model history are available on Wikipedia.
Lewis, E. St. Elmo. (1899) Side Talks about Advertising. The Western Druggist. (21 February). p. 66. ￼￼Lewis, E. St. Elmo.
(1903) Advertising Department. The Book-Keeper. (15 February).
p. 124. Lewis, E. St. Elmo. (1908) Financial Advertising, Indianapolis: Levey Bros. & Company.
By Annmarie Hanlon
Annmarie Hanlon is the Smart Insights expert commentator on online and offline marketing strategies for business. Annmarie is the MD of Evonomie and author of Quick Win Marketing, and co-author of Quick Win Digital Marketing. She runs social media workshops in the UK and Ireland and shares marketing tips and news in her blog, B2B Marketing. You can follow Annmarie on Twitter or connect on LinkedIn.
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