What is the community engagement 'ladder of participation'? : North Yorkshire County Council. AIDA (marketing) AIDA is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement.
A – attention (Awareness): attract the attention of the customer.I – interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).D – desire: convince customers that they want and desire the product or service and that it will satisfy their needs.A – action: lead customers towards taking action and/or purchasing. Using a system like this gives one a general understanding of how to target a market effectively. Moving from step to step, one loses some percent of prospects. AIDA is a historical model, rather than representing current thinking in the methods of advertising effectiveness. Grist.org: Measuring Along the Ladder of Engagement. Yesterday, I had the pleasure of hearing Chip Giller from grist.org give a talk at the Packard Foundation about their social media strategy and how they used measurement.
The talk was so insightful that I’m sharing what I learned. I’m curious to hear from all of you if you’ve developed a ladder of engagement and how it guides your social media integrated strategy – and measurement approach. Chip Giller launched grist.org in 1999 to counter the stereotype that all environmentalists were either dour doomsayers or holier-than-thou tree-huggers.