Types of Marketing Models Explained – From AIDA to STP

One of the key tasks of business is to lead the client to the target action, or conversion. The effectiveness of most marketing strategies depends on it. To achieve this, marketers use proven models that help systematize work with the audience. In this article, we will consider the most popular of them. You will learn what the 4Ps of marketing are, the 7Ps marketing mix, the STP framework, as well as other concepts, their principles, and areas of application.

A marketing model is a set of actions and tactics that help companies optimize interactions with their target audience and thereby strengthen their market position. It is developed based on large-scale marketing research, including the study of consumer behavior, analysis of communication with the target audience, and other important aspects.

Most models consolidate a set of data with a schematic description of customer acquisition activities. As a rule, they contain information about what motivates consumers, what steps they take before buying, and how to stimulate the interest or loyalty of the audience.

Proper use of marketing models and frameworks allows a business to achieve a number of strategic goals:

Now that you have a general idea of what a marketing model is, you can dive deeper into specific concepts and their practical application. Different models help solve different marketing tasks, from increasing conversion to optimizing advertising strategies. We invite you to familiarize yourself with the most popular ones.

Marketing models help create more targeted and effective strategies. They reflect principles of audience interaction through promotion channels, customer needs analysis, and business process optimization.

Some models have been widely used for decades, while others have appeared relatively recently but have already proven their effectiveness. Let's look at several key concepts that are actively used in marketing today and help companies achieve strategic goals.

4P

The 4P model is a well-known marketing concept that has become the basis for a number of other models. It includes four key points of reference when planning marketing strategies and campaigns:

The 4P model was first introduced in 1960 by Jerome McCarthy. Later, Philip Kotler made a significant contribution to its promotion.

7P

7P is an expanded version of the 4Ps of the marketing model. It includes additional benchmark points:

With this model, marketers and entrepreneurs can intelligently organize all stages of a business strategy – from concept development to results evaluation. The breakdown into 7 points allows you to analyze each component of a strategy or campaign, identifying weaknesses and opportunities for optimization.

AIDA

AIDA is one of the most popular marketing models. It is the basis of modern marketing. Today, this concept is widely used in developing marketing campaigns and sales promotion strategies.

The AIDA model shows 4 stages that a customer goes through in the process of purchasing a product or service:

Some variants of the AIDA marketing model include an additional stage – customer retention. A customer who has reached this stage has high loyalty to the brand and is ready to purchase its products again.

SWOT Analysis

SWOT analysis is a universal concept. It is actively used not only in marketing but also in the strategic planning of various projects, enterprises and organizations. This model analyzes internal and external factors and their influence on strategy or campaign results. Strengths and weaknesses, opportunities and threats are studied. A good SWOT analysis helps maximize strengths, minimize weaknesses, utilize opportunities, and avoid threats.

STP

The STP marketing model was developed by Philip Kotler to help companies identify target market segments. It includes three key stages:

Selecting marketing strategy frameworks to most effectively promote certain brands or products is quite a difficult task. Marketers have to compare several concepts to determine which one is best suited for their industry and target audience segment. Let's consider the main stages of a consistent comparison of models.

Analyze Goals and Metrics

The first step is to understand what key goals and metrics your marketing campaigns are targeting and measuring. Some models focus on measurable results (conversions, sales, ROI, etc.), while others focus on broad metrics (loyalty, engagement, or awareness).

Define Strategies and Tactics

Compare marketing models by their relevant promotion strategies and tactics. Some have a clearly defined and structured algorithm for developing and implementing a specific marketing strategy. These include the RACE (Reach, Act, Convert, Engage) and SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) models. Other models are more adaptive, allowing specialists to use different strategies and tactics for campaigns.

Consider Channels and Platforms

Find out which channels and platforms each model recommends for promotion. Some marketing models focus on specific channels and platforms: organic search or paid advertising, social media, or email. Others have a broader range of options, including multichannel, omnichannel, or cross-channel marketing strategies.

Explore Resources and Limitations

An important step in choosing the best marketing frameworks is to understand how many resources your chosen model requires and what its limitations are. Some marketing models require more financial, labor, and other resources to implement. Certain models have additional limitations or risks. It is a good idea to consider these factors when choosing a model.

Pay Attention to Evaluation and Optimization

The final criterion for comparing models is the order of evaluating results and optimizing campaigns. Some have measurement and improvement algorithms built in by default. These include the SMART (Specific, Measurable, Achievable, Relevant, Time-bound) and PDCA (Plan, Do, Check, Act) models. Other frameworks delegate these processes to the discretion of the specialists implementing them, allowing for flexible experimentation with campaign settings.

The marketing models presented in this article are actively used by well-known brands, helping them achieve impressive results. Here are some examples of these concepts in action:

Models and frameworks in marketing are popular concepts that help companies successfully promote their brands and products, strengthen customer loyalty, and position themselves correctly in the market. Modern marketing has several dozen different models. The classic ones are AIDA, 4P, 7P, STP, and SWOT analysis.

The most common frameworks are actively used in promoting brands. Some demonstrate high efficiency in content marketing. Others are in demand in multichannel and omnichannel campaigns. Many also help businesses effectively position themselves and strengthen their presence in the market.

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