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The AIDA model, tracing the customer journey through Awareness, Interest, Desire and Action, is perhaps the best-known marketing model amongst all the classic marketing models.
Many marketers find AIDA useful since we apply this model daily, whether consciously or subconsciously, when we’re planning our marketing communications strategy.What is the AIDA model?
The AIDA Model identifies cognitive stages an individual goes through during the buying process for a product or service. It’s a purchasing funnel where buyers go to and fro at each stage, to support them in making the final purchase.
It’s no longer a relationship purely between the buyer and the company since social media has extended it to achieving the different goals of AIDA via information added by other customers via social networks and communities.What does AIDA stand for?
Awareness: creating brand awareness or affiliation with your product or service.
Interest: generating interest in the benefits of your product or service, and sufficient interest to encourage the buyer to start to research further.
Desire: for your product or service through an ’emotional connection’, showing your brand personality. Move the consumer from ‘liking’ it to ‘wanting it’.
Action: CTA - Move the buyer to interact with your company and taking the next step ie. downloading a brochure, making the phone call, joining your newsletter, or engaging in live chat, etc.
Retention: We all know that this is key to upsell, cross-sell, referrals, Advocacy and the list goes on.. as companies are also focussing on LTV.
The additional “R” is sometimes added by some Marketers to show the importance of ongoing relationship-building to give the AIDAR model. This is similar to the ‘engage’ aspect of our RACE funnel.
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Access the Free digital marketing plan templateHow to use the AIDA model So how can AIDA be applied to marketing planning?
The AIDA funnel could be referred to as a communications model rather than a decision-making model. Companies use AIDA to identify how and when to communicate during each of stage of their customer journey. Consumers will be using different platforms, engaging at different touchpoints, and requiring different information throughout the stages from various sources.
So using this to help plan your tailored and targeted communication campaign may be a start.
Ask yourself some key questions throughout the stages:
Awareness: How do we make buyers aware of our products or services? What is our How do we make buyers aware of our products or services? What is our outreach strategy ? What is our brand awareness campaign ? Which tools or platforms do we use? What should the messages be?
How do we make buyers aware of our products or services? What is our outreach strategy ? What is our brand awareness campaign ? Which tools or platforms do we use? What should the messages be?
Interest: How will we gain their interest? What is our content strategy? Social proof available to back up our reputation? How do we make this information available and where ? ie. on website, via videos, customer ratings,
Action: What are the call to actions and where do we place them? Is it easy for consumers to connect and where would they expect to find it? Think about which marketing channel/platform you are using and how to engage ie. across emails, website, landing pages, inbound phone calls etc.
Retention: What is the proposition to retain loyalty? At what stage do we encourage this on-line and off-line, and how?An example of the AIDA model
Here is a case study from our Marketing Models Guide showing how an award-winning hairdressing company, Francesco Group used the model to launch their new salon.
Ran a PR campaign four months prior to launch, promoting award, stylists, qualifications etc. and was reinforced through a DM campaign to targeted customer groups.
2. Interest: Executed a direct mail campaign to offer a free consultation or hair cut and finish. They used research to support that this would work, as females are loyal if the offer is compelling.
The case study didn’t highlight Retention, though there are many ways to increase loyalty around sign up to mailing lists or social platforms which offer news about offers and events, discounts on product ranges, discounts according to the frequency of visit, etc.
Structure your marketing plan around a funnel proven to boost performance. Join Smart Insights as a Free Member for instant access to our free digital marketing plan template to hone your skills and drive the results you need.
Free digital marketing plan template
Our popular marketing planning template is structured across the Smart Insights RACE Framework. Join Smart Insights as a Free Member to download our digital marketing plan template today
Access the Free digital marketing plan templateThe Original Reference Source
Some say the AIDA model has been used for over three centuries. More details on the AIDA model history are available on Wikipedia.
Lewis, E. St. Elmo. (1899) Side Talks about Advertising. The Western Druggist. (21 February). p. 66. ￼￼Lewis, E. St. Elmo.
(1903) Advertising Department. The Book-Keeper. (15 February).
p. 124. Lewis, E. St. Elmo. (1908) Financial Advertising, Indianapolis: Levey Bros. & Company.
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Lego’s augmented reality efforts have been sporadic in recent years. Its Playgrounds iOS app debuted at the end of 2023 and brought app-based digital functions to some physical brick sets. Its Hidden Side collections add AR elements to dedicated sets, but it doesn’t feel particularly focused. It’s a mix of STEM coding activities, VR games, and augmented reality building tech all mashed together.
Lego’s latest offering, however, is a collaboration with the mighty Nintendo to create a Mario-themed set. Rather than cramming lots of different functions and play patterns into the toys, it takes a focused approach. Kids use Lego bricks to build custom courses for an adorable plastic Mario to traverse. There’s no app-based video game. The figures aren’t a controller. The app is simply a companion and it’s much better off for it.
The game doesn’t work like a typical Super Mario video game. Risk of dying by falling down a pit or having an ill-fated encounter with an enemy takes a back seat to the fun that comes from the level-building process. The Mario figure doesn’t rely on a smartphone camera to observe its position or movements as with other app-based toys. Instead, Mario has a color sensor on the bottom that can recognize what kind of brick he’s standing on. There are seven kinds of action blocks that the figure can read, including land, water, and even enemies like the adorable Goombas.
The three-inch Mario’s eyes, mouth, and stomach all utilize LCD displays that can combine for more than 100 different reactions. A built-in speaker pumps out familiar sound effects from the franchise. The set has everything you’d want from a true collaboration rather than a slapdash toy branded with some licensed intellectual property.
Put Mario on a red piece that represents lava and fire appears on his chest display. Put him on top of a Goomba and a coin appears on the front of his overalls and you get that familiar coin sound.
The three-inch Mario figure gives feedback in real time. Lego
An accelerometer inside Mario also keeps track of his movements. Put him on a cloud piece and wave him around and he’ll look and sound happy. Put him on a spinning platform and he’ll earn coins. Spin him in the opposite direction on the same platform and he’ll earn a coin bonus. Even though the player builds the course, Nintendo and Lego have hidden Easter eggs to let people discover and encourage more exploration.
Most of the interaction happens with the figure itself, but the Super Mario app contains essential elements such as the directions for building the levels. It also keeps track of any expansion sets that you buy and archives the direction videos for them for later reference.
Once you build a course, the app will allow you to take a photo of it and archive it so you can recreate it or share it with other Mario Lego players.
The real play, however, happens with the bricks themselves. You’re not controlling an app with the physical Mario pieces like with so many app-based toys. The app keeps track of your play and your creations, but actual play doesn’t involve looking at a screen once you’re up and running.
Nintendo is planning a number of expansion packs for the Mario world, but everyone needs the $60 starter kit before growing a collection. It will likely enjoy at least some success because most things Mario have a built-in audience. But, Nintendo and Lego have really made a great decision in avoiding the compulsion to do too much. Keep it simple and jump on Goombas. It’s worked for decades.
“For reasons that are known to everyone, Huawei has faced challenges to its supply chain, which have impacted go-to-market plans for this flagship device overseas. Despite these challenges, the HUAWEI P50 Series has been very well received in China since its debut in July and we look forward to making it available soon to consumers overseas. Huawei will continue to bring more innovative products to international markets from across our entire product portfolio. This includes our smartphone line-up, where we have just announced the global launch of the HUAWEI nova 9, as well as PCs, Tablets, Audio & Wearables and more.”
Today Huawei held its first European phone launch since it unveiled its own operating system, HarmonyOS, but it wasn’t for the phone you might have been hoping for.
Instead of announcing a global launch for either the P50 or P50 Pro, Huawei chose to unveil… the Nova 9. It’s a capable enough mid-range device, to be sure, though comparisons to the uncannily similar (but Google-compatible) Honor 50 aren’t going to do it any favours.
But no-one was eagerly awaiting the Nova 9. With no Google support and no 5G option, its appeal is inherently limited. That might fly with a budget phone, but not a mid-ranger like this. Strangely though, people might be more forgiving of those flaws in the flagship P50, which at least brings a market-leading camera to the table.
The P50 is still coming to international markets…eventually. Huawei’s now confirmed that the P50 series will launch outside China in “early 2023” – almost a year after its Chinese debut.
Huawei normally announces its P-series flagships each spring, often in March. While March 2023 brought us the P40 series, March 2023 came and went without any sign of the P50. June brought us the official launch of HarmonyOS 2.0 – the company’s new Android rival – but the only sign of the company’s next flagship was a 45-second teaser tacked onto the end of the show.
The two phones – a P50 and P50 Pro, but no souped-up Pro+ model – were eventually unveiled in full this July, before going on sale in China in August.
From a hardware perspective, the phones are undeniably impressive. The top-tier Pro model is most exciting, with a curved, 120Hz OLED display, an IP68 rating, and both 66W wired and 50W wireless fast charging – all while still weighing less than 200g.
The cameras are the biggest draw though, with a new system Huawei has dubbed ‘Dual Matrix’. A 50Mp, f/1.8 main camera is paired with an unusual 40Mp, f/1.6 monochrome shooter, with a 13Mp ultrawide and 64Mp, 3.5x periscopic lens rounding out the rear quad camera array.
Few outside of China have had the chance to test the P50 or P50 Pro’s cameras out in person, but on paper they look fantastic. More to the point, Huawei’s track record here is meticulous, and I have little doubt that when the P50 phones eventually reach the rest of the world they will comfortably compete with the best of Apple, Samsung, and Google.
The problem is that by the time the P50 does launch in Europe, that camera hardware will be a year old. Perhaps more importantly, so will the chipset.
The P50 is powered by the Qualcomm Snapdragon 888, while the P50 Pro sits in an odd position, with two different versions available: some models use the 888, while others use Huawei’s in-house Kirin 9000. In either case, both are 4G – a stipulation of Huawei’s US trade restrictions limits it from buying 5G chips.
Huawei’s Kirin 9000 supplies are dwindling, and those same trade restrictions have also effectively prohibited the company from manufacturing any more, or developing new silicon. That means it’s stuck with Qualcomm for now.
The Snapdragon 888 launched back in December 2023, and remains Qualcomm’s flagship chip – only superseded by the overclocked 888+. However, Qualcomm is almost certain to announce its successor – the Snapdragon 898, going by the rumour mill – at the Snapdragon Tech Summit this November, with phones like the Xiaomi 12 and Samsung Galaxy S22 expected to launch with it early next year, and others tipped to debut before 2023 is done and dusted.
When the P50 finally arrives in the West in “early 2023” it will be a flagship phone – the Pro model almost certain to cost close to €1,000 – that arrives with no support for Google services, no 5G networking, and a ‘flagship’ chipset that’s already over a year old.
Who would buy that?
I suspect that Huawei’s continued delays do at least mask a solution to one of those problems. I wouldn’t be surprised to see the phones arrive next year with a few tweaks compared to the Chinese hardware – most notably the inclusion of a 4G version of the new Snapdragon 898.
Huawei has released ‘New Edition’ versions of handsets like the P30 in the past, though in that case the changes were mostly cosmetic and clearly intended to prolong the sales life of the company’s final Google-compatible flagship phone.
This would have be a more substantial update, but since the P50 Pro has already been built to work with both Kirin and Snapdragon silicon, it doesn’t seem beyond reason that it could be rigged for a third chip. It’s possible that Huawei could also pack in tweaks to the camera or display spec, but don’t get your hopes up.
Keeping the camera specs and design details the same would save on R&D costs, and help buy Huawei more time to develop its next true flagship – the expected Mate 50 is already behind schedule. Huawei could even give the updated P50 a second launch in China with the new chip, giving it a new lease of life in its core market.
No doubt delaying the P50’s global launch by almost a year wasn’t Huawei’s first choice, and as much as anything the global chip shortage has presumably had an impact. Qualcomm can’t build enough Snapdragon 888 units to meet demand, so it’s no surprise that it wouldn’t prioritise a 4G version it’s only making for Huawei.
I’m not going to pretend that upgrading to a Snapdragon 898 will be without its challenges for Huawei – or that it will turn the P50 into a bestseller. But without Google and 5G, the firm needs to lead with powerful hardware and camera chops that turn those shortcomings into acceptable compromises – and if this year’s Chinese hardware launches unchanged next spring, that simply won’t be the case.
Introduction to Richest Women in the World
Money is an effective measure of success; with that in mind, we present the top 10 richest women in the world. These extraordinary ladies represent the epitome of wealth, power, and influence. They come from diverse backgrounds and have all achieved incredible financial success, making them some of the wealthiest people on the planet!Top 10 Richest Women in the World
With a combined worth of billions of dollars, it’s no wonder these ladies are some of the most influential people in their industries. This top 10 Richest Women in the World list features some of the biggest inspirations for aspiring female business leaders everywhere, from tech entrepreneurs to fashion moguls.
Watch our Demo Courses and Videos#1 Francoise Bettencourt Meyers
The world’s richest woman is Francoise Bettencourt Meyers, a French businesswoman, and billionaire magnate. Eugène Schueller, her grandfather, founded L’Oréal, a French company specializing in personal care products. She received her grandpa’s huge money as an inheritance.
Born 10 July 1953
Name Francoise Bettencourt Meyers
Spouse Jean-Pierre Meyers
Children Jean-Victor Meyers, Nicolas Meyers
Alma Mater Catholic school
Net Worth Approx. $74.8 Billion
She was a representative on the Paris museum of Jewish art and history board and was actively involved in various charitable causes, particularly in science, medicine, and the arts.#2 Alice Walton
The primary source of Alice Louise Walton’s immense wealth was her heiress status to Walmart Inc. She is the world’s, second-richest woman. This American multinational retail company owns a network of supermarkets, discount department stores, and grocery stores.
Born 7 October 1949
Name Alice Louise Walton
Children No children
Alma Mater Trinity University
Net Worth Approx. $65.3 Billion
She served as president, chairperson, and CEO of the investment bank Llama Company.
She was part of creating the Northwest Arkansas Airport.
She was the first person to serve as head of the Northwest Arkansas Council.#3 Julia Koch
Julia Margaret Flesher Koch became a billionaire after inheriting the fortune of her late husband, David Koch, who died in 2023. She currently serves as President of the David H. Koch Foundation and formerly served on the board of directors at the School of American Ballet.
Born 12 April 1962
Name Julia Margaret Flesher Koch
Spouse David Koch(1996-2023)
Children Mary Julia Koch, John Mark Koch, David Koch Jr
Alma Mater University of Central Arkansas
Net Worth Approx. $60 Billion
Julia sits on Memorial Sloan Kettering Cancer Center and Koch Industries boards.
She also serves as president of the David H. Koch Foundation.#4 Mackenzie Scott
Due to her divorce in 2023, Mackenzie Scott was the fourth World Richest Woman in 2023. She previously shared a marriage with Jeff Bezos and held 4% of the company Amazon, which her ex-husband founded.
Born 7 April 1970
Name Mackenzie Scott
Spouse Jeff Bezos (1993-2023), Dan Jewett (2023-2023)
Children 4 children
Alma Mater Princeton University
Net Worth Approx. $43.6 Billion
She has a 4% ownership position in Amazon, which her ex-husband Jeff Bezos created.#5 Jacqueline Mars
Born 10 October 1939
Name Jacqueline Mars
Spouse David H. Badger(1961-1984), Harold ‘Hank’ Vogel( 1986–1994)
Children Stephen M. Badger, Christa Badger, Alexandra Badger
Alma Mater Miss Hall’s School
Net Worth Approx. $31.7 Billion
Since 1982, when she started working for Mars, Inc. as president of the food product group.#6 Gina Reinhart
Gina Reinhart, whose full name is Georgina Hope Rinehart, is the executive chairperson of Hancock Prospecting. Her father, Lang Hancock, founded Hancock Prospecting, a mineral exploration and extraction company.
Born 9 February 1954
Name Georgina Hope Rinehart
Spouse Frank Rinehart( 1983-1990), Greg Hayward( 1973,1981)
Children Bianca Rinehart, Ginia Rinehart, John Langley Hancock, Hope Rinehart Welker
Alma Mater St Hilda’s School
Net Worth Approx. $30.7 Billion
As executive chairman of Hancock Prospecting for thirty years, Rinehart received the Lifetime Achievement Award simultaneously.#7 Miriam Adelson
Israeli daily Israel Hayom’s current publisher is physician Miriam Adelson. In 2008, the same year she received the prize jointly with her husband, she received the Woodrow Wilson Corporate Citizenship Award. Furthermore, she received honorary citizenship from Jerusalem in 2013.
Born 10 October 1945
Name Miriam Adelson
Spouse Ariel Ochshorn(?-1980), Sheldon Adelson( 1991-2023)
Alma Mater Hebrew University of Jerusalem
Net Worth Approx. $27.5 Billion
With her majority ownership of Las Vegas Sands, Adelson is the 44th wealthiest person in the world as of June 2023, according to the Bloomberg Billionaires Index.#8 Susanne Klatten
Born 28 April 1962
Name Susanne Hanna Ursula Klatten
Spouse Jan Klatten (1990-2023)
Alma Mater IMD-Lausanne (MBA)
Net Worth Approx. $24.3 Billion
She was a member of the Supervisory Board of BMW.
A major shareholder of Altana AG.#9 Iris Fontbona
Iris Balbina Fontbona González became a wealthy billionaire businesswoman after her husband’s death, thanks to the legacy of Antofagasta PLC. Iris Fontbona is the owner of the Antofagasta mining corporation. She has authority over CSAV, a producer of copper goods, Banco de Chile, Madeco, CCU, the biggest brewer in the country, and Madeco.
Name Iris Balbina Fontbona González
Spouse Antonio Andrónico Luksic Abaroa
Children Jean-Paul Luksic Fontbona, María Gabriela Luksic, Maria Paola Luksic
Net Worth Approx. $22.8 Billion
She was managing the biggest shipping corporation and the biggest copper mines in the world.
Two of her other ventures are upscale luxury resorts and hotel chains in Croatia.#10 Yang Huiyan
In the Chinese province of Guangdong, in the city of Shunde, Yang Huiyan was born in 1981. She holds most of Country Garden Holdings shares and is a billion-dollar property developer and businesswoman. She had formerly been Asia’s richest woman.
Born 20 July 1981
Name Yang Huiyan
Spouse Chen Chong
Alma Mater Ohio State University
Net Worth Approx. $22.4 Billion
She was inheriting a large share of Country Garden Holdings from her father, Yang Guoqiang, making her one of the wealthiest women in China and Asia.Winding Up
It’s impressive to see how these ten richest women in the world have succeeded in their lives and careers. They prove that hard work and dedication can propel someone to the top, regardless of gender. It also reinforces the idea that any woman can make her fortune if she puts her mind to it. These women are an inspiration for all of us who strive to be successful and reach the highest level of achievement.
After a five-year voyage, NASA’s Juno spacecraft began orbiting Jupiter on Monday at 8:53 PM Pacific Time. Its 20-month mission will explore how Jupiter formed, and give us better insight into the formation of both the solar system and life itself.
While scientists and engineers were cheering at NASA’s Jet Propulsion Laboratory, where our own Shannon Stirone experienced the exciting final moments of the spacecraft’s approach, even more took to Twitter to congratulate the successful voyage.
Cheers #Juno! Super excited to see you in Jupiter orbit in a couple of minutes! #JunoMission #JunoAtJupiter chúng tôi Ian J. O’Neill 🇺🇦 (@astroengine) July 5, 2023
We have entered Jupiter orbit, what a beautiful day to be alive… On your mark, get set go explorer! #JunoAtJupiter #juno
— Champion Soto (@ChampionSotoJr) July 5, 2023
#Juno has successfully entered orbit around the largest planet in our solar system…Jupiter. Congratulations on a good JOI burn! #NASA
— Astrogeo 🇨🇦🇺🇦 (@astrogeo) July 5, 2023
Google celebrated this momentous moment by showcasing this Google Doodle.
Google pays tribute to the Juno spacecraft with a new doodle Google
Some celebrities, including the president, shared their excitement and congratulated the team.
Incredible! After a 5-year journey, we’re up close and personal with our solar system’s largest planet. Welcome to Jupiter, @NASAJuno!
— President Obama (@POTUS44) July 5, 2023
Popular Science‘s own Sarah Fecht & Shannon Stirone also tweeted their congratulations, from PopSci HQ and NASA’s laboratories, respectively.
What a happy group of scientists look like. #Juno congrats team!!!! chúng tôi Shannon Stirone 💀 (@shannonmstirone) July 5, 2023
Some Americans were proud that Juno happened to reach Jupiter on July 4, America’s Independence Day.
NASA representing America on the 4th of July. Brilliant. #Juno
— Maria Hurni (@PuzzleAtWork79) July 5, 2023
When your country puts a spacecraft in Jupiter’s orbit on the Fourth of July chúng tôi Matt Ford (@fordm) July 5, 2023
Several folks on Twitter were amused that a spacecraft named Juno was sent to Jupiter,
#Juno is named after #Jupiter’s wife and Jupiter’s moons are named after his lovers. So #NASA has set up a $1.1B #JerrySpringer episode
— Jason Henry (@JasonMHenry) July 5, 2023
or joked about Juno’s mission.
At last, #Juno can tell us once and for all whether boys go Jupiter to get more stupider.
— Brett Erlich (@bretterlich) July 5, 2023
But some were already thinking about the end of Juno’s mission, which will occur on February 18, 2023.
#Juno’s mission ends February 20, 2023. No extension, no exception, no exemption. It will die a fiery death-crash into Jupiter. #NASASocial
— Mika McKinnon (@mikamckinnon) July 5, 2023
The @NASAJuno craft will crash into #Jupiter destroying hitchhiking human microbes instead of contaminating on moons w possible life. #Juno
— Kirsi Kuutti (@KirsiCootie) July 4, 2023
“All these worlds are yours, except Euro– WTF? DID YOU JUST CRASH INTO JUPITER???” #Juno
— skullsinthestars (@drskyskull) July 4, 2023
Today really WAS rocket science!
— Shannon Stirone 💀 (@shannonmstirone) July 5, 2023
The MLB World Series officially begins tonight, with the Boston Red Sox set to take on the Los Angeles Dodgers. Game 1 is taking place at Fenway Park in Boston, but luckily you’ll be able to tune in from anywhere. Read on for details on how to stream the World Series from your iPhone, iPad, Mac, and Apple TV.
Game 1 is set to start at 8PM ET/5PM PT, with Fox handling the broadcast this year. As usual with Fox, they make it rather difficult to stream without some sort of cable solution – but here are some ideas.Stream the World Series on iPhone, iPad, Mac and Apple TV
The easiest way to stream the World Series is through the Fox Sports Go application, which is available for iPhone, iPad, and Apple TV. Unfortunately to do this you’ll need a valid cable log-in, but it doesn’t necessarily have to be yours and could instead be that of a friend or family member.
Download the Fox Sports Go app from the App Store for free.
If you’re looking to stream the World Series from your Mac, you can do so via the Fox Sports website, but again you’ll need a cable login to do so.
If, however, you don’t have easy access to a cable provider login, you’re not completely out of luck. Many of the streaming TV platforms, including DirecTV Now, Sling, and others, offer free trials that give you access to the World Series.
Sling TV, for instance, is touting itself as the “best way to catch all the Fall Classic action.” You’ll need the company’s Sling Blue package, which offers a 7-day free trial and access to FOX. Sign up for a Sling TV’s free 7-day trial here. Just remember to cancel if you don’t wish to be charged. The plan will renew at $25 per month after the trial.
DirecTV Now, YouTube TV, PlayStation Vue, FuboTV, and Hulu with Live TV will also allow you to stream the World Series, and offer trial periods. Here are those details:
In addition to allowing you to stream the World Series via their dedicated applications, these services can also serve as cable provider logins if you’d prefer to stream via the Fox Sports Go app.World Series 2023 schedule
Wondering if a 7-day trial will let you stream the World Series in its entirety? Well, as long as it’s not a full seven game series, you should be good to go. Here’s the full schedule:
Tuesday, Oct. 23
Los Angeles Dodgers @ Boston Red Sox on FOX Game 1 – 8:09 p.m. ET
Wednesday, Oct. 24
Los Angeles Dodgers @ Boston Red Sox on FOX Game 2 – 8:09 p.m. ET
Friday, Oct. 26
Boston Red Sox @ Los Angeles Dodgers on FOX Game 3 – 8:09 p.m. ET
Saturday, Oct. 27
Boston Red Sox @ Los Angeles Dodgers on FOX Game 4 – 8:09 p.m. ET
Sunday, Oct. 28
Boston Red Sox @ Los Angeles Dodgers on FOX Game 5 (if necessary) – 8:09 p.m. ET
Tuesday, Oct. 30
Los Angeles Dodgers @ Boston Red Sox on FOX Game 6 (if necessary) – 8:09 p.m. ET
Wednesday, Oct. 31
Los Angeles Dodgers @ Boston Red Sox on FOX Game 7 (if necessary) – 8:09 p.m. ET
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