AIDA in New Media
AIDA continues to hang on in the era of new media, simply because the psychology of people making buying decisions hasn’t changed nearly as much as the technology that can be used to reach them.
What is now called “content marketing” is not substantively different than the B-to-B campaign described in “AIDA in Traditional Media.” In many cases, the content itself is identical. However, the messages are delivered electronically rather than printed on paper and delivered by mail. And it’s also possible to measure more than a simple yes-or-no response rate. New-media technology makes possible much more granular and detailed insights into audience reactions.
Social Media Campaigns
Let’s look at an example of a campaign that starts out by attracting Attention on a social media platform such as Facebook, Twitter, or LinkedIn. Perhaps you’ve started a line of boutique sunglasses and you’ve somehow snagged a photo of a famous person, possibly Matthew McConaughey or Emma Stone, wearing them. So you distribute the photo via the appropriate social networks, being careful to include a link to a specially created landing page on your website.
The function of the landing page is to increase Interest in your product. If you know how your celebrity acquired your product, or how the photograph was taken, you can tell those stories. You can also talk about other people—either celebrities or members of your target audience—who wear your product and why.
The next stop is the product page on your website. You can enhance Desire and move the prospect closer to becoming a customer by explaining the benefits of your product. Of course, there will also be a call-out box with a special offer.
That link takes you to your Action page. Perhaps you could raffle a chance to win a free pair of glasses to anyone who orders within the next 48 hours. Or you could produce a certain number of pairs in a special limited-edition color, designed to trigger an avalanche of sales—at no extra cost to you.
Other Online Channels
Finally, it’s important not to limit yourself to a single strategy just because you’re comfortable with it. As Filip Matous notes in “The AIDA Online Purchase Funnel,” if a channel like social media is draining your time and not filling the sales funnel, find the right channel. Experimentation is part of the game.”
Alternative channels include online ads, such as “paid search,” which is often Google AdwWordsTM; organic search or search engine optimization (SEO); and online public relations efforts such as the placement of byline articles.