aidakeywords.com

There are many ways to use AIDA to align online and off-line marketing techniques. AIDA's relevance for website design is well articulated here by Gahlord Dewald of Union Street Media.

Search Marketing is the easiest way to gain the Attention, Interest, Decision and Action of prospects at the moment they are engaged with their related buying cycle. The prospect's choice of search keywords at each stage can be predicted and selected for with either Organic Search Engine Optimization (SEO)or Pay-Per-Click Advertising (PPC).

In either case, Search Engine Results Pages (SERP) provide a link and a short description, leading to a Landing Page, with content designed to meet and greet prospects at their AIDA stage, and hopefully move them on to the next one. These campaigns are designed by creating personas (target market descriptions) and scenarios (contexts specific to their buying behavior).

In my next four posts, I will imagine a product, a persona, and a scenario and explore the search marketing implications for each of the AIDA stages, starting with Attention.