Aplica el Modelo AIDA en tu estrategia de comunicación integrada

Curso de Comunicaciones Integradas de Marketing

Contenido del curso

Aprende las bases de la integración entre marketing y comunicación

Estructura del IMC

Optimiza tu estrategia de marketing usando el IMC

IMC en tu Negocio

Tomar examen

Cursos Empresas Blog Live Conf Eventos Precios

0:007:58

Aplica el Modelo AIDA en tu estrategia de comunicación integrada

Curso de Comunicaciones Integradas de Marketing

Clase 8 de 19

Clase 8 / 19

Mateo Montoya Henao

Hace 2 meses

🚀 Apply the AIDA Model in your integrated communication strategy 🧠

🔑 Key Concepts:

AIDA as a Temporal Flow, Not a Funnel: Most marketers treat AIDA (Attention, Interest, Desire, Action) as a linear staircase—you grab Attention, then build Interest, then stoke Desire, then demand Action. That's textbook, and it's wrong for a connected world. At a senior level, AIDA is a temporal orchestration layer that overlays your PESO channels. A single user doesn't experience AIDA in order; they experience it in loops and skips. For example, a user might see a paid ad (Attention) → ignore it → read a blog post from a friend (Interest) → see a retargeting ad with a testimonial (Desire) → then finally click an email (Action). Your IMC strategy must distribute the AIDA stages across channels and time, not expect one piece of content to do all four.
The "AIDA-to-Channel" Mapping Matrix: Each PESO channel has a natural strength for a specific AIDA stage:
- Attention: Paid (broad targeting, high-reach formats like video/display) + Shared (viral social posts, influencer shoutouts).
- Interest: Owned (blog posts, whitepapers, SEO-optimized guides) + Earned (press mentions, analyst reports)—these build contextual depth.
- Desire: Shared (community discussions, UGC, case studies) + Owned (email nurture sequences, product demos, comparison pages).
- Action: Paid (retargeting with strong CTA, shopping ads) + Owned (transactional emails, landing pages with frictionless checkout). The integration insight is: you must not let a channel do what it's bad at. For example, don't use a 15-second TikTok video to build Desire for an enterprise B2B solution—it's too shallow. Use it for Attention and Interest (tease a concept), then drive them to an Owned asset for Desire.
The "AIDA Velocity" Metric: The true measure of AIDA integration is not conversion rate; it's time-to-action per stage. Map your average user's dwell time in each stage (e.g., Attention: 2 seconds, Interest: 3 minutes, Desire: 2 days, Action: 1 click). Your IMC strategy should aim to compress each stage without skipping the cognitive work. If you force Action before Desire is built, you get high bounce rates. If you linger too long in Interest, you get analysis paralysis. Use leading indicators like "scroll depth" or "time on page" to diagnose where AIDA is leaking—then reallocate PESO spend to patch the leak.

🏭 Industry & Startup Application:

Real-World Example (B2C HealthTech): A startup selling a continuous glucose monitor (CGM) for non-diabetics (biohackers) uses AIDA+PESO fusion across a 14-day user journey:
- Day 1–3 (Attention): They run YouTube pre-roll ads (Paid) targeting fitness enthusiasts, teasing "What if you knew exactly how your breakfast spikes your energy?" Simultaneously, they seed Reddit posts (Shared) in r/Biohackers with a provocative question—not a link, just a question. This drives organic search (Owned) for branded terms.
- Day 4–7 (Interest): Users who click the ad land on a long-form blog post (Owned) titled "The 5 Surprising Foods That Crash Your Afternoon Focus." It's SEO-optimized and includes a lead magnet—a free 7-day food-logging template. They also pitch this blog to health journalists (Earned), getting 2 major mentions, which boosts credibility and drives more organic traffic.
- Day 8–11 (Desire): Email nurture sequence (Owned) sends case studies from real users—not generic testimonials, but specific data graphs showing their glucose curves. They also run a Facebook Group (Shared) where existing users post their daily logs—social proof builds FOMO and trust. Retargeting ads (Paid) show comparison charts vs. competitors, explicitly addressing price objections.
- Day 12–14 (Action): A personalized video email (Owned) from the founder, offering a limited-time discount + a 30-day risk-free trial. The landing page has a single-field checkout (no friction) and a live chat widget (to handle last-minute hesitation). Paid search ads bid on competitor brand terms to capture high-intent users at the final moment.
- Result: They achieved a 28% conversion rate from lead to purchase (vs. industry avg of 8%) and reduced the average time from first touch to purchase from 21 days to 14 days—simply by orchestrating AIDA stages across channels, not expecting any single channel to carry the full load.
Why it matters for Product, Growth, or Strategy: AIDA applied as a temporal layer turns your IMC into a pacing engine. You can now set budget rules: "If our Interest-to-Desire leak is > 40% (users read blogs but don't engage with case studies), we'll shift 20% of Earned budget to Shared (community) to build social proof faster." For growth, this means you can predict conversion velocity—and thus forecast revenue more accurately. For product, it means you know exactly which content drives which cognitive state—so you can align your onboarding flow to match (e.g., if a user came from a Desire-stage asset, skip the intro tutorial and go straight to advanced features).

🔮 Future Steps & Project Hooks:

Personal Project Idea: Take a real product you use (e.g., Notion, Figma, or a D2C brand). Map out their current AIDA journey—where do they place Attention vs. Interest vs. Desire vs. Action? Then, redesign it using the AIDA+PESO matrix:
- Create a 14-day user journey map (even in a spreadsheet) with rows = AIDA stages, columns = PESO channels, and cells = specific assets (e.g., "YouTube ad," "blog post," "email").
- For each cell, define the single objective (e.g., "This asset's only job is to move user from Interest to Desire—not to convert them yet.").
- Add a timing column—when does each asset fire? (e.g., Day 1, Day 3, etc.).
- Then, run a mock audit: find 3 assets from that brand that are misaligned (e.g., a Desire-stage asset that asks for Action too early) and rewrite them to fit your map.
Next Step to Explore: Once you've mastered AIDA+PESO, the advanced leap is "Dynamic AIDA Personalization via AI." Use a simple classification model (e.g., logistic regression or a small LLM) to predict which AIDA stage a user is currently in, based on their behavior (pages visited, email opens, time on site). Then, automatically serve them the next appropriate asset—e.g., if they're stuck in Interest (reading blogs but not clicking case studies), your CMS dynamically replaces the blog sidebar with a video testimonial (Desire booster). Explore customer data platforms (CDPs) like Segment or RudderStack to build this real-time trigger—and combine it with GPT-4 for dynamic copy generation that adapts to the user's AIDA stage. That's where IMC becomes self-optimizing.

Aprende las bases de la integración entre marketing y comunicación

Cómo hacer comunicación integrada de marketing

Define el objetivo de tu negocio y de tu equipo

Estructura tu proceso de marketing y comunicación

Reconoce posibles problemas en tu proceso antes de implementar y evaluar tu estrategia

Define los componentes de comunicación de tu marca

Integra tu estrategia de marketing y comunicación: 5C y Modelo PESO

Estructura del IMC

Estructura tu equipo de comunicación integrada (IMC)

Aplica el Modelo AIDA en tu estrategia de comunicación integrada

Define tu customer journey a través de tu estrategia de marketing y comunicación

Optimiza tu estrategia de marketing usando el IMC

Aplica el IMC para construír el reconocimiento de tu marca

Atrae más clientes a tu negocio aprovechando tu IMC

Aprovecha el marketing de contenidos para atraer clientes

Aprovecha las redes sociales para atraer y convertir clientes

Gestiona la comunicación con tus clientes con el email marketing

Usa las relaciones públicas en tu comunicación interna y externa

IMC en tu Negocio

Genera y ejecuta mejores estrategias de IMC con el Modelo PESO

Evalúa tu campaña de IMC y entiende tus resultados

Aplica estrategias de lealtad y retención de usuarios

Nunca pares de aprender sobre IMC y marketing

Aplica el Modelo AIDA en tu estrategia de comunicación integrada

Progreso del curso

Aprende las bases de la integración entre marketing y comunicación

Estructura del IMC

Optimiza tu estrategia de marketing usando el IMC

IMC en tu Negocio