Transcript Internet Marketing Chapter 1 Lecture Slides

MARK3030 AIDA & eMail Campaigns
The AIDA Model
 AIDA model is a framework for understanding how
hypermedia can be used to reach promotional goals.
 The AIDA process indicates that:
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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:
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The audience first thinks about an object (cognition)
Develops feelings (affect)
Engages in some type of behavior (conation).
MARK3030 AIDA & eMail Campaigns
ATTITUDE AIDA
E-BUSINESS COMMUNICATION STRATEGY
MODEL
PROCESS
Cognition
Awareness -use traditional media to create brand attention
-make the audience aware (Thinking) of the Web site with
(thinking)
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
-use customization and personalization techniques to meet
Interest
the individual’s needs
Affect
-use targeted e-mail and permission marketing
(feeling)
-use push to send information to the audience
-develop content and a design that appeals to the target
Desire
audience
Conation
-include relationship development components that will
(behavior)
keep the audience at the site
-use promotions to entice actions
Action
-design seamless purchasing systems.
MARK3030 AIDA & eMail Campaigns
eMail Campaigns
 based 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 Campaigns
 on-line cloud-based systems
 template-based
 wizard-driven
 multiple contact lists for different segments
 customized 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
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