Saturday, May 5, 2007

From Taditional AIDA to Engagement Marketing

The communication mix and the touch points for the same are identified according to the objectives that marketers aim to achieve at a particular stage in the buyer's purchasing process. Traditionally, the model that has been followed is the AIDA model that stands for four stages in which the consumer might be with respect to the product : Attention, Interest, Desire or Action.

This model suggests that firstly it is important for the marketer to grab the consumer's attention towards the product, secondly generate interst in it, thirdly induce desire in the consumer for the product and finally make him act and purchase the product.

The word that is taking rounds in the marketing world today is that this model has become obsolete. Experts contend that this model treats the consumers or the shoppers as subjects and directs marketers, the subjects, to target the objects through their communication mix and strategies.

The concept that is being endorsed as a replacement to the AIDA model is called Engagement Marketing. The mantra is to engage the consumer or the shopper with the product and the brand rather than directing communication or strategies to him/her. For the increasingly evolved consumers of today, it is essential to make them a part of the product and brand experience, to make them touch and feel the offering at every stage.

Theoretically, there are said to be four types of engagement: Media Engagement, Ad Engagement, Engagement Marketing and Brand Engagement.

Media engagement provides a context that can facilitate this engagement. The relative preference of one media over the other sets a platform, and engages a consumer to a particular set of media. The next step is to connect with the Advertisements, known as Ad Engagement, where the consumer relates to the ad and receives a personalized meaning out of it. Once the connect has been established, a stimulus must be provided to the ad to give it personal relevance. This is done through Engagement Marketing, which reactivates the associations and symbols at a time when the consumer is ready to move from the emotional, subconscious form of engagement to an active form.The last step, Brand Engagement, ensures sustainability and loyalty towards the advertised Brand. This happens when the messages and experiences blend into a combination culminating into a strong association with the brand per se, and not only the communication.

A practical example of Engagement Marketing can be stated as the Shopper Engagement Programmes (SEPs) that many marketing firms organise. A Promoter Girl at a leading hypermarket requests you to spare a few minutes. Then she makes you play a small game about Colgate Maxfresh that involves answering a few multiple-choice questions on whether you like bungy jumping, scooba diving or rafting and the sorts. After the game you are told that you fall in the category of "Lime Fresh" people based on your answers. After this game you are given a free sample of the toothpaste.

In the above example, the shopper is made to engage with the the brand (freshness and adventure) through a game and then made to "Try" the product through a "Trial Sample". This is nothing but an example of Engagement Marketing.

Next time you read Koetler, appreciate the concepts. But at the same time, question them and try to see if there is anything better at hand!


meenu said...

Well this is a nice Blog on most important facts. I am happy to read this. But I am looking more and more info. Please add some thing more. I shall link from my blogs to this blog to day itself. 
Last week I have found a nice informative guide on HIV from following URL 
This guide says - How To Cure HIV Through herbal medicines and Holistic Treatment. Guide claims that HIV viruses can't be killed but they can be ousted out of the body cells using bio magnetic repulsion or something written. I dreamt of a HIV free world after reading this guide.
Hope to read more from you people soon.  
 Wish you all a nice and fantastic Day for you

Gunjit Jain said...

Feels good to find that you found the posts here interesting. However, I have not been able to publish anything here for quite a while due to other commitments. But appreciation like yours is pushing me to start again. Thanks!

Anonymous said...

Hi!!! is one of the most excellent resourceful websites of its kind. I enjoy reading it every day. I will be back.

Anonymous said...

[url=][b]better wetter[/b][/url]

[url=][b]wetter online de[b][/url]

Anonymous said...

[url=]dem wetter[/url]

[url=]wetter online[/url]

Anonymous said...


A banks is a financial institution that accepts deposits and channels those deposits into lending activities. Bank primarily provide financial services to customers while enriching investors. Government restrictions on financial activities by banks vary over time and location. Bank are important players in financial markets and offer services such as investment funds and loans. In some countries such as Germany, bank have historically owned major stakes in industrial corporations while in other countries such as the United States banks are prohibited from owning non-financial companies. In Japan, banks are usually the nexus of a cross-share holding entity known as the keiretsu. In France, bancassurance is prevalent, as most banks offer insurance services (and now real estate services) to their clients.

The level of government regulation of the banking industry varies widely, with countries such as Iceland, having relatively light regulation of the banking sector, and countries such as China having a wide variety of regulations but no systematic process that can be followed typical of a communist system.[url=]CLICK HERE[/url]

Anonymous said...


Anonymous said...

Greetings people.

Are you searching to get your Blog [b]Indexed on top of MSN[/b] search engine? Maybe you are looking to get more traffic? We have the solution for you! We offer you an exclusive chance to experiance the knowledge of our [b][url=]Xrumer Experts[/url][/b]. [url=][img][/img][/url]

It is NOT spam! This is a human created message created specifically to demonstrate the power of our automated software and its potential of reaching wide variety of audience in an effective and time saving manner.

We are a group of veteran [b]Xrumer[/b] and [b]SEO Experts[/b] that provide [b]Affordable, High Quality, [url=]SEO Service[/url][/b]. Post your message on thousands of forums, message boards, blogs and journals and gain organic traffic in a matter of days! With the help of our [b][url=]Search Engine Optimization Experts[/url][/b] your [b]Website URL[/b] can appear on [b]6487[/b] blogs and forums. Receive almost instant growth of your search engine rank, Get thousands of quality backlinks directly to your Blog without lifting a finger!

Our goal is simple; we want to make you and your website on the top of every search engine so you and your family can enjoy the comfort of steady, automatic income without leaving your home. Trough our [b][url=]SEO Experts Advice[/url][/b] you will get one of the best support seen in the industry. As part of our [b]Search Engine Optimization Services[/b], we take care of everything for you, from Optimizing your Website for search engines all through ranking your Store on the first page of your Bing.

For more information regarding [b]Search Engine Optimiztion[/b] and [b]Xrumer Blast Services[/b] visit [b][url=]Xrumer Services[/url][/b]. Our site includes everything you need to order your first [b]Xrumer Blast[/b], you can create the most appropriate message (Project) to suit your Website, send us the information and after the payment clearance we will start working immediatly!


Anonymous said...

Hello,nice post thanks for sharing?. I just joined and I am going to catch up by reading for a while. I hope I can join in soon.