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The upgraded AIDA funnel model for the digital age (AICIPPA Model)

The digital revolution has fundamentally altered the way consumers interact with brands, necessitating a more nuanced approach to customer engagement and conversion. Which in turn demands an upgrade to the age old AIDA model.
The upgraded AIDA funnel model for the digital age

The AIDA (Attention, Interest, Desire, Action) model, has been a cornerstone of marketing strategies since its inception in the late 19th century. 

It has been a crucial element in understanding the stages a consumer goes through before making a purchase decision.

In simplified terms, it suggests a marketing process that is focused on capturing the attention of potential customers, fostering interest in a product, creating a desire to buy the product, and compelling customers to take action.

This model is often used by brands and marketers when creating campaigns or strategies to drive sales.

While it has been effective in the past, the digital age has changed how consumers interact with your products and brands.

Therefore, it’s high time to create an updated version of the AIDA model with additional phases that can help you stay current with the evolving consumer behavior.

The upgraded AIDA funnel model (AICIPPA Model) for the digital age

the upgraded AIDA model

1. Awareness stage:

The first stage of the AIDA model remains the same, where consumers become aware of the product or service. 

In this stage, the goal is to make potential customers aware of the existence of a product or service. 

This involves creating a compelling message that captures their attention and raising brand awareness through various marketing channels. 

From the business’s standpoint, this stage is all about creating brand recognition and driving traffic to their website or physical store.

Steps to take for this phase:

  • Define the target audience and research where they spend their time online and offline.
  • Create compelling content that captures attention and raises awareness of the product or service.
  • Use social media, search engine optimization (SEO), and paid advertising to increase brand visibility.
  • Use influencer marketing to reach a wider audience and drive traffic to the website or physical store.

2. Interest stage:

Once the potential customer is aware of the business, they start to show a deeper interest in the product or service. They may start to research and learn more about the features, benefits, and unique selling points of the product or service.

As a business, this stage is all about generating interest in the product or service. This is done by providing informative and engaging content that showcases the benefits and features of the product or service. 

From the business’s standpoint, the goal of this stage is to keep the potential customer engaged and interested in their offerings.

Steps to take for this phase:

  • Create informative and engaging content online that showcases the benefits and features of the product or service.
  • Use social media, email marketing, and retargeting to keep the product or service top-of-mind for potential customers.
  • Use analytics tools to track the effectiveness of marketing efforts and make changes as needed.
  • Provide free resources or trials to help customers evaluate the product or service.

3. Consideration stage:

In this phase, consumers start considering whether the product or service is right for them. 

This phase can include activities like comparing the product to similar products and reading reviews online. 

From the business’s standpoint, the goal of this stage is to provide the potential customer with detailed information and resources that help them make an informed decision. This stage focuses primarily on building trust and credibility with the potential customer.

Steps to take for this phase:

  • Create comparison charts and detailed product information to help customers make informed decisions.
  • Use retargeting ads and email marketing to remind potential customers of the product or service.
  • Encourage customers to leave reviews and share their experiences with the product or service on social media.
  • Offer personalized recommendations based on customer preferences and behavior.

4. Intent stage:

This phase reflects the consumer’s intent to purchase the product or service. 

It can include activities like adding the product to the cart or wish list, signing up for the newsletter, or visiting the physical store. 

From a business perspective, this stage is all about creating a seamless and user-friendly purchasing experience. This involves providing multiple payment and delivery options and making the checkout process as easy as possible. 

The goal of this stage is to remove any barriers that may prevent the potential customer from completing the purchase.

Steps to take for this phase:

  • Create a seamless and user-friendly purchasing experience both online and offline.
  • Use retargeting ads and email marketing to remind customers of abandoned carts or wish lists.
  • Offer exclusive deals or promotions to encourage customers to make a purchase.

Provide multiple payment and delivery options to accommodate customer preferences.

5. Purchase stage:

The final stage of the AIDA model remains similar to the Action stage of the previous model, where the consumer makes the purchase. 

The goal of this stage for businesses is to provide excellent user experience for an easy-to-use purchase process, provide helpful customer support to guide them through the process in case of any issues and ensure that the customer is satisfied with their purchase. 

This stage also focuses on building customer loyalty and increasing the chances of repeat business by creating a loyalty initiative for the new customers.

Steps to take for this phase:

  • Provide clear and transparent information about the purchase process, including shipping, returns, and customer support.
  • Use email marketing to confirm the purchase and provide order tracking information.
  • Offer post-purchase incentives or rewards to encourage repeat business.

Provide excellent customer support to address any issues or concerns.

6. Post-purchase stage:

In today’s era, the consumer engagement doesn’t stop at purchase hence the next stages becomes as important in your marketing strategy formulation as the earlier stages.

This phase includes the activities that occur after the purchase is made. It can include activities like using the product, leaving a review, and sharing the product on social media. 

Once the customer has made a purchase, the next stage is to follow up with them to ensure their satisfaction with the product or service. This involves providing resources and support to help the customer get the most out of their purchase. The goal of this stage is to build long-term relationships with customers and increase the chances of repeat business.

Steps to take for this phase:

  • Follow up with customers to ensure their satisfaction with the food quality and delivery experience.
  • Encourage customers to leave reviews and share their experiences on social media and review platforms.
  • Provide resources or tutorials to help customers incorporate healthy eating habits into their daily lives.

Use customer feedback to improve the food quality, menu offerings, and delivery experience.

7. Advocacy stage:

This is a phase where satisfied customers become your brand advocates by recommending the product to others. 

This phase can include activities like leaving a positive review, sharing the product on social media, and referring the product to friends and family. 

From a business point of view, it involves rewarding loyal customers, encouraging them to refer their friends and family, and showcasing customer success stories on social media and other marketing channels. 

The goal of this stage is to build a community of loyal customers who will continue to support and promote the business.

Steps to take for this phase:

  • Reward loyal customers with special offers, discounts, or exclusive content.
  • Use social media to showcase customer success stories and highlight user-generated content.
  • Encourage customers to refer their friends and family through a referral program.
  • Use customer feedback to continue improving the business’s services and building long-term relationships with customers.

In conclusion, the AICIPPA model represents a significant evolution of the traditional AIDA framework, tailored to meet the demands of the modern, digital-savvy consumer.

By extending the journey beyond the initial purchase to include Post-purchase and Advocacy, it acknowledges the importance of not just acquiring customers but nurturing and maintaining those relationships over time. 

This model equips you with a comprehensive roadmap to effectively navigate the complexities of the digital landscape, fostering long-term loyalty and transforming satisfied customers into brand advocates. 

In an era where the consumer journey is more fragmented and interactive than ever, adopting the AICIPPA model offers a strategic advantage, ensuring that you can thrive by staying relevant and responsive to the changing dynamics of customer engagement.

So make sure to include them as a part of your marketing strategy creation process.

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