Customer Experience Matrix
JULY 10, 2012
This verges on heresy, but I’m having an increasingly hard time with lead stages as a way to organize a marketing program. Of course, stages make perfect intuitive sense, and they’re ultimately based on the AIDA (Awareness, Interest, Desire, Action) model of the sales process that has been around for more than 100 years.*
Hubspot
JULY 18, 2012
Elmo Lewis proposed the AIDA (Awareness, Interest, Desire, Action) sales model.* They’ve survived because they make intuitive sense and because they’re a useful way to organize marketing programs. The fundamental criticism is that decision-making is more emotional than AIDA assumes. To doubt is heresy.
Martech Advisor
DECEMBER 16, 2019
After three weeks of research, David Ogilvy proposed the iconic headline that simply read, “ At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock. Marketers are using sophisticated tools powered by AI and machine learning (ML) to deliver personalized experiences to their target audience.
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