In order to develop effective campaigns, marketers use variations of the AIDA marketing. Guiding likely customers through the stages of Awareness, generating Interest, then developing Desire through to Action underpins much of today’s advertising. AIDA has been a successful model, having been based on implicit customer insight.
However, if we revise the AIDA model to look at it from a customer insight viewpoint, we can see new advertising opportunities that could seriously improve the effectiveness of our marketing.
So why is a customer insight model important?
To reach a destination, it is vital to appreciate where the start point is and where the end point is. AIDA alone provides only the endpoints, for example customers become aware, then interested, then desiring and then taking action. However CARD Group, market research Northern Ireland, has developed a customer insight model that showsthe starting points. From these points it is then possible to influence customer behaviour which will allow customers to progress through each of the AIDA stages.
At CARD Group, we look from the customer’s perspective, at the buying process. Customers are initially Ignorant of the product or service. Then, once they are aware, customers are mainly going to be Apathetic until an interest has been cultivated. If success in this task, the customer will then be Affected by communications messages. Following in, an opportunity can be presented to Enable the customer to act.
Potential customers are profiled by the CARD Group customer insight model across four stages: Ignorant –> Apathetic –> Affected -> Enabled.
CARD Group customer research can help you with understanding where potential customers currently are on this customer insight model.
Please get in touch with CARD Group market research Belfast. We partner with clients across Ireland, the UK and Europe.