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MARKETING: IT’S A NEW DAY, BUT DON’T FORGET THE OLD WISDOM

The widespread use of the Internet and the rise of Social Media have created new opportunities for businesses to reach out to find new customers and to expand relationships with existing ones. The web is full of advice on how to use these new tools to great advantage. But don’t forget the old wisdom about the marketing process. The word for the process is AIDA-no, not the Verdi grand opera. Rather, it’s an acronym for Awareness, Interest, Desire and Action. Those are the steps your customers have to go through to buy what you are offering. Sometimes they can race through the steps to get the things they grow to want strongly. Sometimes they slow to an agonizing crawl. But you cannot skip steps and you certainly want to avoid crafting the wrong message for a step. You also don’t want to keep sending messages that have no call to action. Look at your advertising, PR and promotion strategies and see if they fit the AIDA model and fix them if they don’t.