Brands Must Retire The AIDA Model
The AIDA framework (Attention, Interest, Decision, Action) has not evolved much since it was developed in 1898 to describe the customer path (E St. Elmo Lewis).
NEW THINKING
The AIDA framework (Attention, Interest, Decision, Action) has not evolved much since it was developed in 1898 to describe the customer path (E St. Elmo Lewis).
Right now, it feels like almost every brand wants to hook their customers on sweet moments that have them coming back for more. But is that what people want or have brands simply made high-energy experiences the new must-add?
How should brands map more effective and engaging customer journeys? By recognizing that such journeys are really about how customers feel over the course of the entire journey not just how they feel at any given point in that journey.
It seems that on a weekly basis, some major brand takes an action that sparks great outrage, especially on social networks.
The digital world and the ‘internet of things’ have transformed how we experience the promises that brands make.