Thursday, August 19, 2010

Digital PR, Marketing & Conversion - AIDA

If you've been following my recent posts, you'll know I've menitoned the convergence of Digital PR, Marketing and Conversion.

As I see it, they are all part of the overall online customer acquisition process. Each one has a part to play in contributing to the eventual aim of the website (customer sign-up, purchase, forum contribution, etc.).

One of the more familiar references for customer marketing and acquisition is AIDA, an acronym for
Attention, Interest, Desire and Action.

The diagram here shows the flow of a user as they move through the various AIDA states.

Now, although there are 4 different states given here, there are 3 key areas of customer activity. And these areas then map to the 3 disciplines of: PR, Marketing and Conversion:

Its probably fair to say that these 3 areas may change in size and scope depending upon the product or service involved, but as a conceptual model I think this works.
  • PR is mainly involve with gaining initial Attention & Interest
  • Marketing covers all 4 states, but acts by turning Attention & Interest into Desire & Action
  • Conversion is concerned with optimising the path of those who already have an Interest & Desire through to carrying out the required Action
Any thoughts?
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