Most marketers are familiar with A.I.D.A. model for advertising communications:
- Attention – make people aware
- Interest – then you make them intrigued about what you’re selling
- Desire – then you get them to want your product
- Action – then hopefully, you get them to buy it
The problem with this model is that it looks at marketing and advertising from a very linear point of view.
- What happens after they purchase your product? Will they continue to purchase from you again and again? Maybe, maybe not.
- What if they had a bad experience? Can you regain their trust? Can you get them interested again?
- What about the times when people simply make a spur of the moment decision?
We feel it’s time for an update to the model that addresses the multi-level interaction that consumers have with brands.
- Unknown: They haven’t heard of you yet
- “The Fog”: They’ve heard of you, but don’t know how you’re really different than any of your competitors
- Perception: What they think about you
- Experience: Every touchpoint they’ve had with you, including purchasing from you
- And what people think of you ultimately affects their experience with your brand. And their experience with your brand affects what they think of you.
Every single customer a company has ever had has moved along this path, whether they were aware of it or not. But there are basically 3 things that a marketer can do to control how a person moves along this path.
- Awareness: Make your audience aware of you (e.g. advertising, storefront, event)
- Positioning: Provide a clear message of what you want people to think about you
- Interaction: Control how you relate to them with every potential interaction
This simple model provides a framework for optimizing your marketing efforts to make them more effective for your business.