Using Traditional and Digital Advertising Effectively

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(lighthearted music) Welcome to Using Traditional and Digital Advertising Effectively. These lessons will explain how you can reach out to your customers using a strategic marketing communication model. You'll learn how to develop your brand and build your media presence. You'll also understand how to evaluate your campaign's effectiveness and use those findings to revise your advertising strategy. Reaching out to customers may seem like a challenging task, but there are certain tools that can help you through the process. There's a strategic marketing communication model, known as AIDA, which stands for awareness, interest, desire and action. Once you've determined the mix of advertising channels you wish to use based on your ideal customer, you can use this model to help facilitate the process of connecting with your customers. AIDA is a process for reaching out and connecting with your customers as they move along the customer journey towards making a purchase of your product or service. The first step of the process is to attract your customer's attention. Once you have gained the potential customer's awareness, your goal is to get them interested in your product or service. If you're successful in gaining the customer's interest, the next step is to create desire for your offering. Finally, you want the customer to take action that leads to a purchase. Some marketing professionals include a final step in the model for increasing loyalty and encouraging buyers to become repeat customers and recommend your products or services to their friends and family. Let's identify how you might use this model to benefit your advertising campaigns. During the awareness stage, your goal is to make the consumer aware of your brand, product or service. You might consider running a digital and traditional advertising campaign to reach out to potential customers. To gain recognition online, you could use digital display advertisements or social media advertisements. At the same time, you might pay for an advertisement in a magazine or on a billboard to capture the attention traditionally. Once you've created awareness through your advertising strategy, you'll need to generate interest among your audience. During the interest stage, you could use strategies to drive website traffic or create television commercials to present your audience with marketing messages. Getting your audience to connect emotionally with your product or service is part of the desire stage. During this stage, advertisers need to address the question, what makes the product or service your advertising desirable to your customers? When you've answered this question, you can use several different strategies to connect your audience and illustrate the benefits of your products or services. You might place video ads on social media that demonstrate the use of your product or service, or you could use infomercials to explain the benefits of your offerings. During the final stage of the AIDA model, advertisers want customers to take action. For this stage, you could distribute coupon codes to your email recipients, inspiring them to make a purchase. You could also print physical coupons in a local newspaper or send them using direct mail. Although it may seem difficult, if you're able to identify your ideal customers and follow the AIDA model, you'll be better equipped to connect with your customers using digital strategies, traditional strategies or a combination of both.