Has the AIDA Model in the Customer Journey become outdated?

125 years is a long amount of time. The AIDA model was developed by the American businessman, E. St. Elmo Lewis, in 1898. The original purpose was to optimise sales calls, specifically the interaction between seller and buyer concerning the product.

Just to expand on the acronym(and the obvious):

  • A = attract
  • I = interest
  • D = desire
  • A = action
Of course the AIDA model is helpful as it provides focus on each area of the customer journey. That being said, allow me a bit of purposeful provocation.
Let’s look at a few reasons why the AIDA model is up for scrutiny:
– Post the ‘ action ‘ stage, the brand is not engaging or conversing with the customer. There is nothing happening after the purchase. In the context of how important customer retention and loyalty is for marketers, this is a pain point.
– In fact, the majority of actions taken by users on social media when it comes to reaching out to a brand involve experience (aka they’ve already interacted with your brand) and for customer service issues (aka they’re already a customer).
Pl refer to the below infographic from Sprout Social on ‘ why consumers message a brand on social media ‘:
The prognosis is that on social media, nearly 96 percent of people contact a brand beyond AIDA, assuming they’re already a customer.
– The AIDA model was constructed during a phase wherein we were in a  ‘ Caveat Emptor ‘ or Buyer Beware situation. We are now in a ‘ Caveat Venditor ‘ phase or Seller Beware mode. All the more reason for brands to be in continuous engagement and conversation post action/purchase.
 
– In an increasingly commoditised world, Customer Experience is your best product.
– Incredible, always on accessibility has driven consumers to crave experiences that are both instant and convenient.
 
– Experiences are no longer between the company and the customer. Any customer experience can become public news overnight.
– Because it’s easy enough to find a great product for a decent price these days. What’s harder to find is a seamless, customer-centric brand experience.
– Brand Loyalty is on the decline. We are in a ”Switching economy”. 86% of customers would pay more for a better customer experience(Kolsky).
– The biggest thing missing when brands manage the customer journey? Conversations.
So, how do we look at a model that can replace AIDA? You must have heard of ‘ Conversational Marketing ‘ – this is more on the lines of ACCA:
A: attract
 
C: convert
 
C: close
 
D: delight
The below infographic devised by B Squared Media is self explanatory.
Think of conversational marketing as having real-time conversations with your would-be or actual customers.
Additionally, you might want to check out this feature in BrandKnew on Conversational Marketing at https://www.brandknewmag.com/does-your-2020-marketing-strategy-include-conversational-marketing/
The model is still pretty simple. Each part of the customer journey allows for conversations between you and your would-be (or actual) customers. And if we think about customer experience, that’s what sets the superior brands apart.
Everyone knows when they are dealing with a customer centric brand. It shows. You can feel it. Sure you can go deep and crazy with customer experience but, you can also focus on conversations.
Conversations are the ignored, low hanging fruit of almost every business.
Just to let you in on a little secret: all of the marketing buzzwords(influencers! loyalty ! revenue !) live inside of customer care efforts and for some inexplicable reason, most brands are completely overlooking this part of the journey.
The script to write for brands and marketers in organisations is to move from ROI (in the conventional sense) to ROE( Return on Experience). And any kind of transformative customer experience begins with an engaging employee experience. 
In a culture of immediacy, people are becoming ever-more impatient when it comes to their transactions and brand engagement.
Some Food For Thought

– More than half of consumers (55 percent) have intended to conduct a business transaction or make a purchase, but decided not to because of a poor service experience- American Express

-89 percent of consumers have stopped doing business with a company after experiencing poor customer service- RightNow Customer Experience Satisfaction Report

-50 percent of consumers give a brand only one week to respond to a question before they stop doing business with them. – RightNow Customer Experience Satisfaction Report

– A 10% increase in customer retention levels increases the value of a company by 30%- Bain & Company
– You need to get to the future, ahead of your customers, and be ready to greet them when they arrive”- March Benioff, CEO, Salesforce.com
Before I sign off, some customer experience benchmarks that are worthy of emulation would include:
Walt Disney: Stooping To Excellence
ACE Hardware: Helpful Hardware People
Ritz Carlton: Ladies and Gentlemen serving Ladies and Gentlemen
Amazon:Building the earth’s most customer centric organisation

 

A contrarian view as I hang up:

The truth is of course is that there is no journey. We are arriving and departing all at the same time: David Bowie

ENDS

https:www.groupisd.com/story

https:www.brandknewmag.com

https:www.brandknew.groupisd.com

https:www.weeklileaks.com

 

 

The future of advertising: a sneak peek!

The Future of Advertising: A Sneak Peek!

What could/should “advertising” look like in 2020 and beyond? What should we do now for that future?

Some questions that crowd our every day artery. Restless consumers and fast changing technology are creating unheralded disruption. Advertising has always been a combination of art and science. Technology is now becoming a third variable. Advertisers “have to get all three of these things right”. They have to be three good.

There are Un Ignorable Forces of Change. Throwing Unabated Challenges to the status quo. But having said that, once recognised, respected and responded right, they offer Unprecedented Upside Potential for the Future. Lets examine them below:-

Exponential Advances in Science & Tech: With IOT, AI, Machine Learning etc, we now have a deeper real time understanding of things, people, situations. Bringing along with it an outsized and unprecedented responsibility for what we do with that knowledge.

Empowered & Skeptical “Consumers” : Wanting Customerization & Personalization (make it mine), seeking Choice(Give me tools to make better decisions), expecting Competitive Value (Give me more for my money), searching for Communities( Let me be a part of it), across multiple Channels (I want to call, click and visit). Individuals with lives, aspirations, challenges, family, communities. They want to be worthy of respect and you need to earn their trust.

Media Disruption & Redefinition : One way has become Two Way, Static is now Dynamic, Stationary is now Mobile, Passive is now Sensing, One-Dimension is now Immersive, Visual has turned Multi sensory. There exists Unprecedented Platform Design Capabilities for delivering Exceptional Contextualised Experiences.

Culture, Society & Our World : Straddling many a Divide across Health, Income, Digital, Education, Equality & Tolerance, Climate & Sustainability.

Inspiring, Measurable Business Models: A heady mix of The customer driven/ holistic model , The co creation model,  The open innovation model , Network orchestration model , The Competitive Value Model, Transformation to full service provider model, The emerging market innovation engine model, The shift to digital and network business models

So what are the takeaways that we can extract from the above listed landscape?

– Traditional mindsets, including those about advertising and marketing, must be challenged and potentially changed. I am referring to the Mental Models: The Primary Impediment to Transformation- For eg: “It has always worked this way.” “We tried it and it didn’t work.” “We’re profitable; why change?..and so forth! 

Before Roger Bannister broke the 4 Minute Mile on May 6, 1954, nobody thought that such a record could be set. We need to ask ‘ What is your 4 minute mile ‘ ?

Its the time to challenge our Mental Models of Advertising and Move from Marketers and Agencies, through Media, at Target Demographics toward being Cross-Silo Collaborators, from Ads toward Orchestrated Value-Creation Touch points, from Frequency toward When Needed, Wanted, Appreciated, from Reach toward Where Needed, Wanted, Appreciated, from Push and Persuade For Sales toward Multi Win Outcomes,pull & engage, from Ad Campaigns toward Initiatives in Holistic, Dynamic Ecosystem.

There is also a great upside in starting to use a new Vocabulary:

From Campaign To Initiative, From Content To Substance, From Persuading To Inspiring and Enabling, From Selling To Serving, From Seeking Loyalty To Earning Trust, From Disruption To Better/Alternate Solutions, From Features and Benefits to Brand Roles in People’s Lives, From Brand Differentiation To Brand Distinctiveness, From Employees To Brand Ambassadors, From Talent To Brand Stewards, From Consumers(myopic) To People with Lives, From Advertising Campaigns To Value Creation Initiatives, From Direct Response To Actionable Communications, From Big Data To Actionable Insights, From Success/Failure To Learning.

The time has come to challenge everything. Leave no sacred cows. Even challenge the objective of the firm from maximising long term shareholder value to aligning the objectives of the brand, the people (consumers…) and society.

– A strong call out to shift your focus from media mix to portfolios of all touchpoint orchestration. Go beyond the 4 Ps- bring in CeX, CSR, Packaging, Web & App etc all. The path to purchase is not linear any more. Operating in a sliver is not serving the purpose.

– Leverage the power of content( make RAVES– Relevant, Actionable, Valuable, Exceptional & Shareworthy) and the power of context( MADE: Multi Sensory, Audience driven, Delivery across platforms, Environment & location sensitive) that helps deliver your compelling brand purpose.

– Be always in beta– in adaptive experimentation mode to foster innovation, to learn faster & better, to attract and retain better talent, to hoodwink competition.

There’s no shortage of screens and there’s no shortage of impressions. But there’s a shortage of high value connection points between brands and consumers, which is the whole point of advertising. You have to create effective engagement with the consumer that gets them to buy.

Latin is very much Greek to me but as I come towards the end of this piece some Latin to keep an eye on. We have passed those days of ‘ Caveat Emptor ‘( meaning Buyer Beware). The new skid on the block these days is ‘ Caveat Venditor ‘ ( meaning Seller Beware ). 

As the brilliant Bob Hoffman puts it ” If you want to die an imbecile in advertising, don’t pay attention to art, literature, history, science, anthropology or nature. Pay attention to the Kardashians “.

Going back to Latin mode- friends- Semper Vigilans (meaning stay vigilant)!

ENDS

https://www.groupisd.com/story

https://www.brandknewmag.com

https://www.weeklileaks.com

https://www.brandknew.groupisd.com

Numerology and the Marketing Math!

Numerology and Marketing Math!

Numerology: Definition: The branch of knowledge that deals with the occult significance of numbers.

​We are all swayed by possibility. As we are swayed by short cuts. Human beings are hardwired to be lazy. So, unless and until there is a by design effort to put in the emotional labour​, routine is the ardently followed also ran. Mundane replaces the potential jugular. It remains that way, because its always been done that way. So why upset the applecart? But what happens when the cart is being toppled?

​I am not a numbers person. Far from it. It somehow just doesn’t add up for me. So, I have almost subtracted it from my life. But, being in the space that I am, and observing the brand marketing communications around me, I am tempted to do a deeper dive and know more.

25 to 70% off: Most of you would have seen these numbers ​scream out at us day in and day out from newspapers, billboards, radio ads, digital ads etc. In fact, some of us were mistaking the 25 to 70% off to be a tourist destination(considering how many of them sprout all over the city)- One cannot miss it because leading brands across industry verticals with the support and ‘ advise ‘ of big ticket advertising agencies make sure such campaigns are run 13 months in a year. So, that makes it 24X7X395. A different numerology this!

The ever lasting love affair of brand and marketing experts with 25 to 70% off remains a mystery. Or by now, it should not be. Considering the amount of time ‘ the practice ‘ has come to root. And the practice has been perfected beyond question. And ably aided by ‘ brand guardians ‘ who toe the line willingly as this ‘ ad vise ‘ is coming from senior czars at the big ticket ad agencies– how can they get their ‘ numbers ‘ wrong? They use ‘ fancy ‘ calculators!!!!

I have heard somewhere that ‘ the more things change, the more they remain the same ‘. Very recently, a very senior brand and business head of a market leading brand called me saying that they are in troubled times. They were losing market share and from being a clear category leader with over 65% retail market share, it was time for store closures, downsizing(or rightsizing to make it sound sweeter) and market share dipping to below 40% – all that in a matter of about 18 months. Inspite of increased marketing spends as advised by the ‘ experts ‘. My question to him was to understand what were they doing different to what was being done and not surprisingly the answer remained ‘ we have aggressively started doing deep discounting and instead of doing it 4 times a year, we remain committed to doing it through the year ‘…so there you go, enough said – ‘ the more things change, the more they remain the same ‘.

​So, do these brand owners and guardians take their coveted ad agencies to task? I’m afraid not. If that were to happen, how can they make ‘ interesting, cerebral conversation ‘ saying that our brand works with XXXX agency – they are in the Top 5…and walk around with a chip on their shoulder​. And be ranked among ‘ Top 50 ‘ Marketing Professionals in XXXX. To be flagged on their Linked In profile. 

Customers buy only on price and the more you deep discount, more loyalty they bring to the equation is still the belief(believe it or not). We can keep bribing them and they will keep flocking like bees to honey. But, what happened? The numbers are not adding up. ​​The 25 to 70% off numerology chapter needs to turn the page. The strategy is now clearly a ‘ has BEEn ‘! And still being tried Bees Saal Baad( Twenty Years Hence for those not familiar with Hindi).

So, where are they headed? To me the writing is on the wall- or is it on the palm?

​Palmistry, anyone?​ Could be easier. Palm off your responsibility to someone or something else! Enough suckers around.

As for me, I am calling up my Mom(God Bless Her) to know more about the occult practice..you guessed it: Numerology!

Disclaimer: She is a retired Math teacher.

ENDS

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