Author: Tom Collinger

Tom Collinger is the executive director of the Spiegel Digital & Database Research Center at Northwestern University’s Medill School of Journalism, Media, and Integrated Marketing Communications. Follow him on Twitter at @tchere.

By tom-collinger published March 20, 2016

Don’t Follow a Funnel, Create Content for an Engine [Research]

 Don't -Follow-Funnel-Content-engineSince 1902, marketers have relied on the Attention-Interest-Desire-Action (AIDA) Model developed by Elias St. Elmo Lewis to understand how consumers learn about and take actions related to brands.

The growing influence of the consumer’s voice in an always-on digital environment, however, has made obsolete many of the AIDA Model assumptions that underlie the funnel-based view of how consumers and brands engage with each other. The antiquated assumptions include:Continue Reading