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.
http://en.wikipedia.org/wiki/AIDA_(marketing)

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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