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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: 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: 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