The AIDA ModelAIDA model is a framework for understanding how

hypermedia can be used to reach promotional goals. The AIDA process indicates that:

First the attention of the target audience must be gained Then interest created in the product or service Desire generated Action taken by the targeted audience.

The AIDA process is based on attitude models in which: The audience first thinks about an object (cognition) Develops feelings (affect) Engages in some type of behavior (conation).

MARK3030 AIDA & eMail Campaigns

ATTITUDE MODEL

AIDA PROCESS

E-BUSINESS COMMUNICATION STRATEGY

Cognition (thinking)

Awareness -use traditional media to create brand attention -make the audience aware (Thinking) of the Web site with offline media -employ search engines to allow the Web site to be found in searches -have other Web sites serve as media for advertising the Web site -send targeted e-mail, which can be used like direct marketing to gain initial attention

Interest -use customization and personalization techniques to meet the individual’s needs -use targeted e-mail and permission marketing -use push to send information to the audience

Affect (feeling)

Desire -develop content and a design that appeals to the target audience -include relationship development components that will keep the audience at the site

Conation (behavior)

Action -use promotions to entice actions -design seamless purchasing systems.

MARK3030 AIDA & eMail Campaigns

MARK3030 AIDA & eMail Campaigns

eMail Campaignsbased on a combination of Direct Marketing/Mail and

Viral Marketing three components

1. contact list/database(in-house versus third-party)

2. piece/ask(regular versus blasts)

3. replies/responses(create feedback loop)

MARK3030 AIDA & eMail Campaigns

eMail Campaignson-line cloud-based systems template-basedwizard-drivenmultiple contact lists for different segmentscustomized pieces with integrated data

sign up for the email marketing component of www.constantcontact.com

feel free to use fake info, except for you email address which you should be able to check in class