Use AIDA to Assess Multichannel Campaigns
Multichannel campaigns pose a host of challenges to marketers, with performance measurement ranking at the top, according to a panel of advertising and marketing executives who spoke at June’s DM Days New York Conference and Expo. In a session titled, appropriately enough, “Convergence 2.0: Multichannel Marketing in a Digital Age,” Campfire co-founder Elizabeth Talerman pointed to the ability to apply the old-school AIDA formula to today’s multichannel efforts. Campfire is a branded entertainment firm in New York that has launched multichannel campaigns for Audi, Levi’s and other Fortune 500 firms.
Talerman’s use of AIDA to “find her way through integrated and multichannel campaigns” breaks down like this:
A = Attention, or the number of PR hits on your campaign.
I = Interest, or buzz metrics such as Web traffic, pages hit, etc.
D = Desire, or the number of consumers who provided their contact data and any other indications of wanting to learn more.
A = Action, or the number of consumers who made a purchase, requested a sales call, took a test drive, etc.
They key to applying this formula, says Talerman, is getting all agencies and point people involved with the campaign to work effectively together to amass accurate data on AIDA. “The bane of my existence,” she explains, “is getting all the data to agree.”
Bryan Eisenberg, co-founder and chief persuasion officer at Future Now Inc., a New York-based consultancy that specializes in online conversion strategies, also presented on this DM Days panel. He urged marketers to add an “S” to the AIDA acronym, a letter to stand for “satisfaction.” It’s not enough to just drive action with a marketing campaign, he explained. People have to be happy with your messaging and strategy across all channels or they will be disappointed in your efforts.