In an exclusive piece for MediaBrief, Piyush Dixit, Executive Director, Brand Health Tracking, Ipsos India, writes about how digital-first marketing is reshaping the traditional AIDA model, the rise of non-linear consumer journeys, and the growing role of AI-driven personalization. He also shares insights on advocacy-led decision-making, immersive brand experiences, and how price points influence modern marketing funnels.
In recent years, digital advertising expenditures have surpassed those on linear TV. There are several categories where digital has emerged as the primary channel, such as Fashion, D2C, Fintech, Beauty, and Personal Car.
Traditionally, successful brand building has adhered to the AIDA model:
- Attention: Letting consumers be aware.
- Interest: Stimulating curiosity through relevant benefits.
- Desire: Cultivating a strong engagement with the brand.
- Action: Encouraging purchase behavior.
However, the linearity of AIDA is not always applicable in digital-first contexts. Consumers often enter the marketing funnel at different stages, and some stages may be omitted altogether. Moreover, additional layers can expand the traditional AIDA framework.
Evolving Examples:
- Glance AI: By creating an AI twin of users, Glance AI offers personalized style recommendations, allowing users to purchase items instantly. Here, AI does not replace but rather augments ‘Awareness’ and ‘Interest’, providing a condensed path that relies heavily on personalization.
- Advocacy Over Awareness: In certain sectors, such as budget accommodations / home stays booking, the traditional awareness stage is substituted with advocacy. Decisions are increasingly based on user reviews rather than initial brand awareness.
- Immersive Experiences by Lenskart: Offering an immersive shopping experience, Lenskart facilitates a deeper engagement that enhances the AIDA process. This addition of ‘Experience’ (E) could represent a pivotal enhancement within the marketing journey, boosting conversion rates.
In a cluttered media environment, securing Attention is critically important. The first few seconds of a digital ad—be it on Instagram, YouTube, or OTT platforms—are pivotal in engaging viewers: Piyush Dixit of Ipsos India
Price Point Variability:
- Low-Ticket Items: These often lead to spontaneous ‘Desire-to-Action’ conversions, especially when the advertisement is compelling.
- High-Ticket Items: Here, ‘Desire’ often precedes ‘Awareness’ as consumers seek reassurance through social media or reviews, creating a ‘DAA’ funnel. This is mainly applicable in case of lesser-known brands.
In a cluttered media environment, securing Attention is critically important. The first few seconds of a digital ad—be it on Instagram, YouTube, or OTT platforms—are pivotal in engaging viewers.
Furthermore, tactics such as retargeting and influencer campaigns heighten a brand’s ‘Interest’ and ‘Desire’. Many video ads today simultaneously address all elements of AIDA, from generating awareness to triggering action.
In conclusion, while the AIDA model remains valid within digital marketing, its application can vary considerably depending on contextual factors. With AI’s advancements in ad creation, targeting and deployment, interesting iterations of AIDA are likely to emerge, blending traditional marketing wisdom with high-tech innovation.
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