Based on that, understanding whether context, formats, and scale are in line with your business message to prevent a loss of identity.īut, she should use an AIDA model to focus the effort on specific actions to improve efficacy. An effective communication strategy starts with a clear brand identity by defining clear boundaries and compromises your brand will not take in the marketplace. Indeed, my main argument is that an effective communication strategy informs itself based on context, format (for that specific context), and scale (how large is the audience vs. In short, practitioners should never fool themselves into believing that the world follows the model she uses. On the other hand, a model should have a specific function – I argue – which is allowing the focus on whoever is using it. However, the world is way more unpredictable, and the path people take before they become customers is hard to define in most cases. This is true for all types of models that academics or practitioners use. The sender transmits a message to the receiver, but the receiver does not transmit a response or provide feedback to the sender. The linear model of communication suggests communication moves in one direction only. The linear model of communication is a relatively simplistic model envisaging a process in which a sender encodes and transmits a message that is received and decoded by a recipient. That is true for most linear communication models. The problem with the AIDA model is that it assumes we live in a linear world, where people take deliberate steps before completing a transaction. Those are the things that will transform desire into trust, and that will lead – from a short-term transactional relationship – to a long-term trust-based relationship. However, it’s critical to recognize that while desire is a short-term hook, over time, you want to build trust through product quality, proactive support, continuous service updates, and more. Yet, in the short-term, desire works as a substitute for trust, as it steers actions and works as a hook. In short, over time, as you build a solid relationship (especially for a business model which relies on repeated purchases like subscription-based ones), you have time to build trust, which is much more organic and slow to achieve successfully. However, initially desire works as a substitute for trust because the customer doesn’t know you yet. Salespeople can trigger action by using several psychological levers, like scarcity, price, or else.Īt this stage, another key component is trust. That is when the transaction gets completed, and the sale happens. Only once you have created desire can you lead to the last step! Action In fact, at this stage, you have not yet built enough momentum to steer action unless you make sure there is desire. This phase is critical, as the salesperson has to bridge the gap between action and interest before closing a deal.ĭesire is critical to enable action as it’s very easy in the first two steps (attention and interest) to lose the potential customer. Once attention is captured and interest is maintained, the salesperson has to generate excitement. This is a critical step as you go from attention, which is the trigger and the hook, to something a bit more valuable, as now you have – almost – the change to drive action.īut before you can drive action, you need another key ingredient. Maintaining the level of interest in the prospect is another critical step in the AIDA model. In the AIDA model, the second step or phase is interest.Ī salesperson knows that before a sale can be closed, attention must be kept by understanding what motivates the other party. Yet, it’s still a good method as it forces the brand to think of controlled paths for the customers to get to know the brand. Indeed, the AIDA model is definitely a simplification of the path and journey that customers take to get to know our brand (attention is very fragmented, and often users/customers get to know brands in many different ways). Since the dome of mass media, advertisers have fought for the conquest of a scarce asset: people’s attention.Īny good salesperson knows this is the first step to take before it would even be possible to introduce the perspective of a sale.Īdvertisers first, and marketers, later on, have learned how to grab the attention of potential customers before they could be presented with the option of completing a sale.Īttention is the first step of the AIDA, and it’s critical to kick off the model and transform a non-linear journey of a potential customer into a linear path. Digital Business Models Podcast by FourWeekMBA.Business Strategy Book Bundle By FourWeekMBA.An Entire MBA In Four Weeks By FourWeekMBA.100+ Business Models Book By FourWeekMBA.
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