One model of how marketing communications works is called AIDA:

• A = Awareness
• I = Interest
• D = Desire
• A = Action

These define steps in how a potential customer moves from being a prospect to being a buyer.  As you can guess, communications have a lot to do with moving people along this continuum.

AIDA in the 21st Century

In the old days of the Twentieth century the job of advertising was a bit simpler.  (Which explains how those characters on Mad Men have so much time to imbibe and otherwise carry on.)  In the Twenty First century AIDA is still a good way to think about selling and marketing, but the job of communicating to move prospects through AIDA has gotten a bit more complex.  While many of the “old” media tools are still effective, they have been joined by new media including pay-per-click, social media, blogging, etc.

This more complex world means that it is more critical than ever that your marketing communications be as thought out and as intentional as possible.  Video is one of the most powerful tools you can use, and should be considered in your planning.  We’re a video production company that looks at video as a tool for marketing.  Contact us to see if it should be part of your plan to conquer AIDA.