The 2 main approaches to marketing activity, and where they fit into your sales pipeline
Understanding the differences between these ‘invitational’ and ‘persuasion’ styles of communication and their position in the AIDA model can help businesses create a comprehensive marketing strategy that effectively targets and engages their whole audience correctly.
But what do they look like, and what do they mean?
‘Invitational’ marketing
This approach is particularly effective in the ‘Awareness’ and ‘Interest’ stages of the AIDA model.
Invitational marketing focuses on creating an environment that invites and engages potential customers throughout the ‘Awareness’ and ‘Interest’ stages of the AIDA model.
Invitational marketing serves as the initial touchpoint, capturing the attention of the target demographics by creating compelling and inviting content. This approach aims to generate that initial surge of interest by showcasing the unique value proposition of a product or service, creating a desire for what is being offered, and ultimately guiding the audience towards taking action, such as making a purchase or seeking more information.
Invitational marketing emphasises the importance of building a relationship with consumers by creating an inviting and compelling narrative that initially attracts them to your product or service.
‘Persuasion’ marketing
This type is (unsurprisingly) focused on convincing customers who are already aware of your product or service, to take a specific action, such as making a purchase or signing up for a service (the ‘Desire’ and ‘Action’ stages of the AIDA model).
Persuasion marketing seeks to appeal to the emotions, values, and desires of the customer to motivate them to take action. Its goal is to create a sense of urgency and desire that encourages customers to take action and make a purchase.
How they should work together
When integrated into a comprehensive marketing strategy, they cover all stages of the AIDA model, allowing businesses to effectively engage their audience throughout the entire sales pipeline.
A prime example of this cohesion could be observed in the launch of a new app: invitational marketing captures attention with engaging content on subjects the target demographics are interested in such as the problem the app solves, while persuasion marketing emphasises its unique features and encourages immediate action through limited-time offers or exclusive deals.
