AIDA model explained: Examples and tips for using this strategic marcomms planning model the real world

The AIDA model, tracing the customer journey through Awareness, Interest, Desire and Action, is perhaps the best-known marketing model amongst all the classic marketing models. Many marketers find AIDA useful since we apply this model daily, whether consciously or subconsciously, when we're planning our marketing communications strategy.

What is the AIDA model?

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…

4 Smart ways for frugal small businesses to use online marketing

Competing against larger competitors in your niche or sector is difficult at the best of times. It’s not always a level playing field either. When the bigger competitor with greater revenue enjoys a more substantial marketing budget, it’s tougher for a small business like yours to compete. The good news is that when it comes to digital marketing, it doesn’t always require huge marketing budgets to make a meaningful impact with the people who count. Where once TV advertising or full-page newspaper advertisements took aim at a large chunk of the market, your smaller business can be nimbler and more targeted in its approach. Here are four smart ways that small businesses on a tighter budget can use digital marketing for continued growth:

1.     Use social media to dominate your niche

Social media is a confusing…

A review of research discussed at the Academy of Marketing 2016 Conference

[caption id="attachment_76622" align="aligncenter" width="640"] Academic research example into digital marketing with branded storytelling from Microsoft[/caption] The Academy of Marketing Conference is the annual gathering of marketing educators and researchers from across the globe based at a different university in the UK each year. This year’s event took place at Newcastle Business School and was chaired by Professor Fraser McLeay, along with Professor Helen Woodruffe-Burton and Dr David Hart. Over four days delegates explored 25 different aspects of marketing, from Arts and Heritage and B2B marketing, from Political marketing to Travel and Tourism. The research feeds back into digital strategy and has an impact on how we deliver marketing. My own favourite is, unsurprisingly, the E-Marketing and Digital marketing track. Attending is a great way of staying ahead and ensuring I’m not…