Social media campaigns make up a huge part of digital marketing efforts and the social media presence of a business. So, it’s only natural that this chapter covers the ins and outs of social media campaigns. Such campaigns tend to focus on the journey from when a customer first gains awareness of a brand to when a customer makes a purchase from the brand. Which is why I found the section of this chapter that covers the AIDA model to be so interesting. The aspects of the AIDA model include attention, interest, desire, and action. All of which have to do with turning a potential customer into an actual customer. I enjoy how the text points out that even though the AIDA model has been around for some time, it is still widely used and very effective. I’m a huge believer in not fixing what isn’t broken, so I can appreciate that as long as the AIDA model remains effective it will be widely implemented.
The layout of the AIDA model is represented by an inverted triangle with “Grab their attention” at the top. Which makes sense since the first step to turning a lead into a sale is making that customer aware of your brand or product. Next up is building interest, this mainly refers to keeping them hooked after that first initial attention grabber. The book mentions that this can be done by engaging with the audience through likes, comments and so on. Second to last is creating the desire to participate in the campaign. In my opinion, this would take the form of an incentive such as a giveaway or solving a problem for the consumer. The last step is persuading them to take action. This is the step dedicated to influencing the social media user to participate in the social media campaign and to spread the word about it.
Overall, I found this section to be interesting and very useful. I think seeing a simplified model that breaks down how to carry out a social media campaign makes it easier to take on such a task. I will definitely be implementing the AIDA model moving forward.
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