The DRIP model is used to support marketing communication planning and is useful when setting broad communication goals. It can be applied when launching a new product or repositioning an existing business, for example.
DRIP stands for Differentiate, Reinforce, Inform and Persuade and can be an alternative to the AIDA model. It was created by Chris Fill and will be familiar to readers of his classic Marketing Communications text.
These are the aims within each of the DRIP elements, it’s a working 'communications flow’ model.
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Here is an example of how Nokia could apply DRIP in promote of a new Lumia Smartphone.
DRIP is a strategic model and a more tactical approach may be needed.
Fill, C. (2002). Marketing Communications. Third edition. Harlow. Pearson Education.
By Annmarie Hanlon
Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL within the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and ‘online marketing’ she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. Annmarie has written several SAGE textbooks including Digital Marketing, Digital Business and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing. Her textbooks are adopted in nearly 30 countries by over 100 universities and are the leading textbooks in SAGE’s digital topic collections.
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