AIDA model explained: Examples and tips for using this strategic marcomms planning model the real world

The AIDA model, tracing the customer journey through Awareness, Interest, Desire and Action, is perhaps the best-known marketing model amongst all the classic marketing models. Many marketers find AIDA useful since we apply this model daily, whether consciously or subconsciously, when we're planning our marketing communications strategy.

What is the AIDA model?

The AIDA Model identifies cognitive stages an individual goes through during the buying process for a product or service. It's a purchasing funnel where buyers go to and fro at each stage, to support them in making the final purchase. It's no longer a relationship purely between the buyer and the company since social media has extended it to achieving the different goals of AIDA via information added by other customers via social networks and…

Introducing 3 key methods for an integrated sales and marketing strategy

Marketing and sales teams have a reputation for not getting along. Working towards the same ultimate goal in different ways means there is often friction. That's why we recommend an integrated sales and marketing strategy. We’ve all heard that when the sales are coming in it’s because the sales team is doing a great job and when the sales slow then the marketing team needs to pull its socks up. How do we fix this? The key levers are regular and open communication, an understanding that each team needs the other in order to succeed, and well-implemented systems that help, rather than hinder performance for both teams. [si_blog_banner_cta] Traditionally, sales and marketing have different priorities, you can see some examples below. Of course, in an integrated approach, both teams are aware of and support each other's functions too. …

Three Go-to-Market models to help you strategize, plan and deliver

Business and marketing go-to-market strategy is an essential component in the delivery of any successful product, service, or promotional launch/campaign. We’ve written extensively at Smart Insights about the importance of defining a target audience, producing a clear value proposition and optimizing the right marketing mix; just three elements of good marketing strategy to help ensure brands create a competitive advantage, deliver value for customers and generate profit for the business. However, the success of any strategy is dependent on how this is ultimately executed and within this post, I’d like to look at a few different ways this can be brought to life as part of a Go-to-Market (GTM) plan. [si_guide_block id="21479" title="Download our Premium Resource – Business marketing plan guide" description="A marketing plan provides focus, defines the approaches to grow your market share, expand products or move into new markets and ensures you…

Using Kotler's Pricing model to review positioning

Also referred to as the nine quality-pricing strategy, since it is a matrix covering nine options, the aim of Kotler's Pricing model is to help companies position their products or services relative to competitors as perceived by the market, and consider their pricing strategy accordingly. You can use the Price - Quality Strategy Model to review competitors’ products and services and review their strategies. Why do they charge more? Why do they charge less? Sometimes if aspects of a service are removed, this can contribute to lower prices.

What are the 9 Pricing strategies?

The nine pricing strategies are shown below, relating price against quality. [si_blog_banner_cta] Our summary below reviews the most frequently used strategies based on the different objectives: 1. Maximum current profit objective A Premium strategy (top-left) is used for this objective. Typically, there are few competitors…

Learn how you can use the Product Life Cycle (PLC) marketing model to project changes in the perception and use of your products

The Product Life Cycle describes the stages of a product from launch to being discontinued. It is a strategy tool that helps companies plan for new product development and refine existing products.

What are the stages of the Product Life Cycle?

Introduction Growth Maturity Decline [si_guide_block id="29978" title="Download our Free Resource – Essential marketing models" description="With so many marketing models to choose from, it can be difficult to know which is the best to use in a specific situation. This free guide has been created to help today’s marketers apply our pick of the most popular established frameworks to aid their decision making."/]

New Product Development

The new product development stage occurs before the product's life-cycle begins, consisting of market research leading up to product launch. Hence this stage can include: Reviewing…

Examples of using the BCG Matrix (Growth Market Share Matrix) to review your product portfolio

What is the BCG Matrix?

The Boston Consulting group’s product portfolio matrix (BCG matrix) is designed to help with long-term strategic planning, to help a business consider growth opportunities by reviewing its portfolio of products to decide where to invest, to discontinue, or develop products. It's also known as the Growth/Share Matrix. The Matrix is divided into 4 quadrants based on an analysis of market growth and relative market share, as shown in the diagram below. [si_monthly_campaign_blog_cta_banner id=162004]​​ 1. Dogs: These are products with low growth or market share 2. Question marks or Problem Child: Products in high growth markets with low market share 3. Stars: Products in high-growth markets with high market share 4. Cash cows: Products in low growth markets with high market share Strategic marketing models for…

The Ansoff Model is a matrix that helps marketing leaders identify business growth opportunities for their marketing strategies in a challenging market

What is the Ansoff Model?

Also referred to as the Ansoff matrix, due to its grid format, the Ansoff Model helps marketers identify opportunities to grow revenue for a business through developing new products and services or "tapping into" new markets. So it's sometimes known as the ‘Product-Market Matrix’ instead of the ‘Ansoff Matrix’. The Ansoff Model's focus on growth means that it's one of the most widely used marketing models. It is used to evaluate opportunities for companies to increase their sales through showing alternative combinations for new markets (i.e. customer segments and geographical locations) against products and services offering four strategies as shown.

How to use the Ansoff Matrix

Strategic questions that can be answered using the matrix include: Market Penetration:…

McKinsey's consumer decision journey model helps you identify the moment of purchase, while the RACE Framework helps you build a strategy to get there. Use these customer journey models to win more customers

Based on empirical research, in 2009, McKinsey & Company suggested dramatic alternative customer journey models to the traditional purchase funnel. Their research was founded on interviews with 20,000 businesses in the USA, Germany, and Japan. They recommended a loop model instead of the usual straight-line approach from awareness, purchase, and loyalty. This was a dramatic change although many companies are still, many years later, working on the usual linear approach in a non-linear world. This is one of the most widely referenced digital marketing models mentioned by brands and agencies, so we use it to start this section. It has spawned many imitative customer journey models including Google’s ZMOT and The Loop from the Pedowitz Group. …

The push and pull model is popular for optimizing sales tactics. E-commerce, manufacturing, and branded goods marketers in particular must employ a mix of both push comms an inbound pull factors

What is push and pull distribution strategy?

Push and pull distribution strategy is all about directing your promotional route to market. Either by the product being pushed towards customers or your customers pulling the product through the retail chain towards them. This method is crucial for supply management for manufacturers, brands, and online retailers planning promotional strategies. Here are the tactics associated with push and pull distribution strategy:

How to use the push and pull distribution model

There are many advantages and disadvantages of both models, as it depends on your business. For instance, manufacturers tend to use a push strategy for finding distributors to promote their products. For example, …

A practical tool for linking business or digital vision with goals, objectives, strategies and KPIs

What do you want to achieve and how will you get there? OGSM is a widely-used approach for getting focus to translate a vision into business and marketing strategy.

What is OGSM?

OGSM stands for objective, goals, strategies and measures. It's a way of defining what you want to achieve, and how you will get there. The model divides your aims into broad objectives, fixed and measurable goals, strategies to guide your actions, and measures to give you a direct way of monitoring your progress. Here is how the parts of the OGSM model link together. Here's a more specific definition of OGSM: Objective: Defining an over-arching breakthrough vision Stable, concise and linked to company mission Goals: Stepping stones to achieving the higher level objective Specific, Measurable, Achievable, Compatible Strategies: the choices we make to…