This document discusses digital marketing models including the purchase funnel model and the AIDA model. The purchase funnel model illustrates the customer journey toward purchasing a good or service, from initial awareness to purchase. The AIDA model outlines the cognitive and affective stages customers progress through - from Attention, to Interest, to Desire, to Action. The document also briefly mentions the SOSTAC model and provides background on the author Hassan Imtiazi and his experience in digital marketing.

1. Digital Marketing Models
By: Hassan Imtiazi

3. The purchase funnel, or
purchasing funnel, is a consumer-
focused marketing model that
illustrates the theoretical customer
journey toward the purchase of a
good or service.

4. Model was developed in 1898 by St Elmo Lewis in an
attempt to explain how personal selling works 1890’s.

5. The first level of response is the cognitive stage
of customers. This is the act of thinking about the
product. At this stage, customers are becoming
aware of the product and start to develop some
knowledge of the product’s attributes and
benefits. The Attention stage is usually
triggered through advertising.
Brand Awareness Strategy

6. After the congnitive stage, customers enter the affective stage.
At this level customers have gone beyond mere
knowledge of the product and have actually begun to
develop attitudes, preferences and perhaps
even interest in the product. All products or brands that
customers have interest in, are likely to become part of the so
called ‘consideration set‘. This means that customers
are seriously considering purchasing the product eventually.
Content strategy

7. The Desire step of the AIDA Model is still part of the
cognitive stage of customers. However, the interest
customers initially had, has developed even
more into an actual need.
Chat - videos

8. The final stage is the behavioral stage. This is
where the customers take action. This
could vary from visiting a retailer to see a
product demonstration or writing an email to a
shop owner for more information on the product
CTA-website or email
https://www.feedough.com/aida-model-explanation-examples-
variants/

10. • AIDA vs Digital marketing
• Still relevant ?
• Facebook or website
• Email or website

11. SOSTAC Model

12. PR Smith

14. Hassan is a Digital Marketing veteran who
helped grow many brands in the last 16 years.
After spending nearly a decade working in
digital for multimillion dollar brands in UK, USA
& South Asia, Hassan knows what truly drives
conversions, activate brands online, and
Interviewed by Google UK for his exceptional
campaigns. Hassan helped many clients to
grow and generated more than $70 million.
Google UK has published two case studies on
his work.
Hassan holds an MA in International Business
from the University of Northumbria at
Newcastle. Completed Certificate & Postgrad
diploma in Digital from IDM-UK and Certificate
in Brand Building from Judge Business School
at Cambridge.
www.linkedin.com/in/hasimti/