‘Five Ways Marketers Can Rev the Consumer Engagement Engine’ – MarketingProfs
Tom Collinger says, “To understand how consumers learn about and take actions related to brands, for more than a century marketers have relied on the Attention-Interest-Desire-Action (AIDA) model, developed by Elias St. Elmo Lewis in 1902.
However, the growing influence of the consumer’s voice in an always-on digital environment has made obsolete many of the assumptions that underlie that funnel-based view of how consumers and brands engage with each other.
Among the obsolete assumptions about the funnel are the following:
– Engagement is a linear process with a distinct beginning and end.
– Communications are initiated and controlled by the brand.
– The only communications that influence the purchase are between the consumer and the brand”.
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