??Is the AIDA model is outdated: a call for marketing innovation ????♂?

I’ve been reflecting ?? on the classic AIDA model posted by Subroto Kumar Biswas? in the B2B Technology Marketing Community https://www.dhirubhai.net/groups/43707/?highlightedUpdateUrn=urn%3Ali%3AgroupPost%3A43707-7230922603719221248&q=highlightedFeedForGroups, i quick afternoon read, that catched me

AIDA —attention, interest, desire, action—but it’s becoming clear: AIDA is outdated.

In today’s complex, data-driven marketing landscape, this model misses critical elements like customer loyalty, post-purchase engagement, and the all-important lead follow-up.

So let′s dive deeper:

What the AIDA model misses ??

The AIDA concept was developed in 1898 by the American businessman Elias St. Elmo Lewis. Lewis frequently wrote and spoke about the potential of advertising. This model describes a series of steps or phases that customers go through when making purchase decisions.

But in today's digital world, how can a model from 1898 still be valid?

In an age where customer journeys are non-linear and lead quality is vital, AIDA fails to address the full marketing funnel. Why should we stick to a model that doesn’t capture the entire customer lifecycle?

Modern marketing funnel models with emphasis on lead scoring and data accuracy

Instead of clinging to AIDA, consider these 50 modern marketing funnel models that better suit today’s digital landscape:

1. Pirate Metrics (AARRR): Uses lead scoring to optimize Acquisition, Activation, Retention, Referral, and Revenue.
2. TOFU-MOFU-BOFU: Scores leads at different funnel stages to improve targeting and loyalty.
3. RACE: Applies lead scoring to Reach, Act, Convert, Engage stages, enhancing loyalty.
4. Flywheel: Emphasizes continuous scoring and customer retention.
5. Customer Journey Mapping: Uses scoring at each touchpoint to enhance the journey and loyalty.
6. Sandler Selling System: Scores leads through the sales process, focusing on post-sale loyalty.
7. HubSpot's Inbound Methodology: Scores and nurtures leads through personalized content to build loyalty.
8. Moment of Truth (ZMOT, FMOT, SMOT, TMOT): Scores key decision points to drive loyalty.
9. Salesforce's Customer-Centric Funnel: Uses scoring to strengthen relationships and loyalty.
10. Micro-Moments: Scores leads based on real-time interactions to enhance customer loyalty.
11. STDC Framework: Scores leads from See to Care stages, focusing on loyalty.
12. Jobs to Be Done (JTBD): Scores leads based on how well solutions fit customer needs, driving loyalty.
13. Hooked Model: Scores engagement and rewards, enhancing customer loyalty.
14. BAMF Framework: Scores brand engagement, driving growth and loyalty.
15. 5As Framework: Uses scoring to move customers from awareness to advocacy.
16. 5R Framework: Scores relevance and resonance to improve loyalty.
17. SPIN Selling: Scores customer needs to tailor solutions and enhance loyalty.
18. Journey Builder: Uses scoring to personalize journeys and build loyalty.
19. Conversion Rate Optimization (CRO) Funnel: Scores conversion potential, enhancing post-conversion loyalty.
20. Smarketing: Aligns sales and marketing through scoring, improving lead quality and loyalty.
21. Growth Hacking Funnel: Scores experimental outcomes, optimizing for loyalty.
22. Customer Experience (CX) Funnel: Scores experiences to enhance retention and loyalty.
23. Digital Marketing Funnel: Uses scoring to optimize the digital journey and loyalty.
24. 7Ps Marketing Mix: Scores interactions across the mix to build loyalty.
25. Double Funnel: Scores leads in both marketing and sales funnels, focusing on loyalty.
26. Loyalty Loop: Scores post-purchase interactions to enhance customer loyalty.
27. Fogg Behavior Model: Scores user behavior to optimize prompts and build loyalty.
28. Content Marketing Funnel: Scores content engagement, driving loyalty.
29. DEFT Sales Funnel: Scores lead readiness, enhancing transaction success and loyalty.
30. FLIP Funnel: Scores integration and promotion to optimize lead nurturing and loyalty.
31. Demand Generation Funnel: Scores demand signals, focusing on long-term loyalty.
32. Advocacy Loop: Scores engagement to turn customers into advocates.
33. Omnichannel Funnel: Scores cross-channel interactions to drive loyalty.
34. B2B Sales Funnel: Scores B2B interactions, focusing on lead quality and loyalty.
35. AI-Powered Funnel: Uses AI for lead scoring, optimizing personalization and loyalty.
36. MIND Framework: Scores customer decisions to enhance the overall loyalty.
37. Hyper-Personalization Funnel: Scores customer data to deliver personalized experiences, driving loyalty.
38. Behavioral Analytics Funnel: Scores behaviors to optimize the journey and loyalty.
39. Trust Funnel: Scores trust-building activities to enhance customer loyalty.
40. Lifecycle Marketing Funnel: Scores customer interactions across the lifecycle, focusing on retention and loyalty.
41. E-commerce Funnel: Scores online behaviors to optimize conversions and build loyalty.
42. Account-Based Marketing (ABM) Funnel: Scores high-value accounts, personalizing interactions for loyalty.
43. Customer Lifecycle Funnel: Scores across lifecycle stages, optimizing retention and loyalty.
44. SaaS Sales Funnel: Scores trial interactions to optimize conversions and renewals, enhancing loyalty.
45. Insight Selling Funnel: Scores insights provided to customers, improving decision-making and loyalty.
46. Engagement Funnel: Scores engagement levels to drive deeper loyalty.
47. Marketing Automation Funnel: Uses scoring to automate personalized interactions, enhancing loyalty.
48. Content Experience Funnel: Scores content relevance, optimizing the customer journey and loyalty.
49. Revenue Operations (RevOps) Funnel: Scores interactions across departments, aligning efforts to build loyalty.
50. Advocacy Marketing Funnel: Scores customer satisfaction to turn them into loyal brand advocates.

Sales and marketing alignment: the key to success

In the traditional AIDA model, "Action" represents the point where customers are ready to make a purchase, often seen as the "low-hanging fruit." These are the leads who have been effectively nurtured through the stages of Attention, Interest, and Desire, and are now primed for conversion. However, this approach can lead to a misalignment between sales and marketing teams if the focus is solely on these ready-to-buy customers.

Sales teams may prioritize these low-hanging fruits, as they are easier to convert and often result in quick wins. However, this can cause friction if marketing continues to generate leads that aren't as immediately ready to buy. This misalignment can lead to wasted resources, as marketing might be pushing to nurture longer-term leads, while sales focuses on closing immediate opportunities.

Sales and marketing alignment isn’t just a nice-to-have; it’s a necessity. The two departments must work hand-in-hand to ensure that the leads generated by marketing are effectively nurtured and followed up by sales. This alignment is crucial for improving lead quality and ensuring that no opportunity is lost.

Bridging the gap: Nurturing and customer focus beyond Action

To achieve true alignment, sales and marketing teams must work together to ensure that leads at all stages of the funnel are nurtured appropriately. Here’s how to achieve this alignment:

1. Collaborative Lead Scoring: Both teams should collaborate on defining what constitutes a "sales-ready" lead. By agreeing on scoring criteria, sales and marketing can ensure that only qualified leads are passed on, reducing friction.
2. Shared Metrics and Goals: Aligning around shared metrics, such as conversion rates or customer lifetime value, can ensure that both teams are working towards the same objectives, rather than focusing solely on immediate sales.
3. Continuous Engagement: Rather than viewing Action as the final step, sales and marketing should work together to create post-purchase engagement strategies that turn customers into loyal advocates, feeding back into the funnel.
4. Feedback Loops: Sales teams should regularly provide feedback to marketing on lead quality and conversion outcomes. This feedback can help marketing refine their strategies to generate leads that are more aligned with sales needs.

As highlighted in this insightful article from total product marketing by Dean Ara, misalignment between sales and marketing can lead to wasted resources and missed opportunities. When these two teams are aligned, they can work together to create a seamless experience for the customer, from the first point of contact to closing the sale and beyond. This collaboration also enhances the loyalty loop, turning customers into repeat buyers and brand advocates.

The importance of customer loyalty

Customer loyalty is not just a byproduct of a successful sale; it is the foundation of long-term business success.

In today’s competitive marketplace, retaining customers is just as important as acquiring new ones. This is where many traditional models, like AIDA, falls short. They focus primarily on the initial stages of the customer journey—attracting attention and driving action—without fully addressing the importance of nurturing and retaining customers post-purchase.

Modern marketing models, such as the flywheel and the loyalty loop, emphasize the continuous nature of the customer journey. By prioritizing customer satisfaction and engagement at every stage, these models help businesses build strong, lasting relationships with their customers. When customers feel valued and supported, they are more likely to stay loyal to your brand, make repeat purchases, and recommend your products or services to others.

Lead follow-up is critical

Lead follow-up isn’t just important—it’s critical. As emphasized in this insightful article from total product marketing by Dean Ara the alignment between sales and marketing teams ensures that high-quality leads are effectively nurtured and converted into loyal customers. Without this alignment, businesses risk losing valuable opportunities.

Time for a another change in marketing?

As marketers, we must ask ourselves: Why stick with an outdated model when there are so many more advanced options available? The stakes are high, and lead quality is more critical than ever. Are we really doing justice to our marketing strategies by clinging to AIDA?

Is it time to let AIDA go and embrace the future of marketing funnels?

I’m eager to hear your thoughts, what′s your favourity model?