According to Wikipedia, AIDA is an acronym that stands for Awareness, Interest, Desire and Action. The AIDA model is widely used in marketing and advertising to describe the steps or stages that occur when a consumer engages with an advertisement or other type of marketing communication. The AIDA model proposes that advertising messages need to accomplish a number of tasks in order to move the consumer through a series of sequential steps from brand awareness through to action (purchase and consumption). The AIDA model is one of the longest serving models used in advertising, having been developed in the late nineteenth century.

The AIDA model is one of a class of models known as hierarchy of effects models. These are linear sequential models built on an assumption that consumers move through a series of cognitive (thinking) and affective (feeling) stages culminating in the ultimate purchase decision. The steps proposed by the AIDA model are as follows:

  • Awareness – The consumer becomes aware of a category, product or brand (usually through advertising)
  • Interest – The consumer becomes interested by understanding the brand’s benefits and how the brand fits with the consumer’s lifestyle
  • Desire – The consumer develops a favorable disposition towards the brand
  • Action – The consumer forms a purchase intention or actually makes a purchase

7 articles and 6 tools for social media/digital marketing

Being informed about recent trends is the most important thing for creating digital media marketing strategies. Here are five important articles:


a dictionary of terms

This month’s terms are about e-commerce and marketing communications:

Fourth screen technologies: refers to a small portable video screen such as a mobile phone or portable media player

elements-of-signageDigital signage: also called dynamic signage, is a specialized form of slivercasting in which video or multimedia content is displayed in public places for informational or advertising purposes.

Integrated marketing communications (IMC) is an expansion of modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the company’s brands to stakeholders.

Integrated digital marketing (IDM) : streamline marketing efforts across various channels in real-time to improve the customer experience and drive ROI. The main goal (and biggest challenge) of integrated marketing is to not only create a presence for your customer’s brand, but to position the brand in such a way that it becomes a presence in and of itself.  [more about the topic ]

Performance management [or analytics]

Second-screen searchers: Second-screen search moments can serve as a barometer for what people think, what they’re curious about, and what they want to explore while they’re watching TV. [more about the topic]

Micro-moments: Thanks to mobile, micro-moments can happen anytime, anywhere. In those moments, consumers expect brands to address their needs with real-time relevance. Here’s a complete guide with strategies, insights, and customer examples for mastering micro-moments. [link to pdf]

Targeted discover: ad targeting services.

Content marketing: content is King. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. [more about the topic]
Read: 8 content marketing trends to help you dominate 2017