The 5A Marketing Model, developed by Philip Kotler in 2022, is a framework that describes the stages customers go through during their decision-making journey. There are: Awareness, Appeal, Ask, Act and Advocate.
It emphasizes the customer’s perspective in the digital age, focusing on how brands can guide prospects from awareness to advocacy.
5A Marketing Model Break Down
Here’s a breakdown of the 5A stages:
Awareness
Customers become aware of a brand, product, or service through advertisements, recommendations, or exposure on digital and offline channels.
Key Actions
- Create memorable and attention-grabbing campaigns.
- Build brand visibility.
- Use multiple channels, such as social media, search engines, and traditional media, to introduce your brand.
Key Metrics
- Total number of people exposed to your marketing activities.
- Number of content you generated and published.
- Number of times your brand or content are displayed, and how many people took further action.
Appeal
Customers develop interest and attraction toward the brand due to its image, promise, or unique selling points.
Key Actions
- Highlight the benefits and emotional value of the product.
- Use storytelling and testimonials to build positive associations.
- Ensure consistent branding that resonates with the target audience.
Key Metrics
- Percentage of your target audience that recognizes your brand (or remember seeing related content and ads).
- Direct feedback from your audience, interactions such as Likes, shares, Comments, or Time Spent, Click-Through Rate can be used to evaluate.
- Number of searches for your brand or product.
- Number of followers from the social media.
Ask
Customers actively seek more information about the brand, comparing it to alternatives.
Key Actions
- Provide clear and accessible information.
- Engage in conversations with potential customers through chatbots, forums, or customer service.
- Optimize reviews, ratings, and word-of-mouth marketing to build credibility.
Key Metrics
- Number of questions, forms filled out, inquiries received.
Act
Customers decide to purchase or take a specific action based on their evaluation.
Key Actions
- Simplify the buying process, ensuring a seamless and user-friendly experience.
- Offer promotions, discounts, or trials to incentivize action.
- Use retargeting ads to remind customers of abandoned carts or previous interactions.
Key Metrics
- Conversion Rate: Percentage of visitors who complete a desired action (purchase, signup, etc.)
- Revenue, total income.
Advocate
Satisfied customers become loyal supporters and actively recommend the brand to others.
Key Actions
- Deliver excellent post-purchase support and customer service.
- Encourage reviews and referrals through loyalty programs or incentives.
- Foster a community of brand advocates through personalized engagement.
Key Metrics
- Net Promoter Score (NPS): Measures customer willingness to recommend your brand.
- Retention Rate: Percentage of customers who make repeat purchases.
- Number of positive reviews, shares and testimonials.
The Evolution of Marketing Model
| Model | Focus Area | Journey Stages | Best For |
|---|---|---|---|
| AIDMA (1898, E. St. Elmo Lewis) | Traditional Offline Marketing | Linear, memory-focused stages | Branding in traditional media |
| AISAS (2005, Dentsu Inc) | Digital Consumer Behavior | Adds “Search” and “Share” | Digital marketing and e-commerce |
| AARRR (2007, Dave McClure) | Growth Hacking and Startups | Metrics-based funnel | SaaS and digital businesses |
| AIPL (2017, Alibaba Inc) | E-commerce & Retail | Simpler journey, loyalty-focused | Tracking e-commerce conversions |
| 5A (2022, Philip Kotler) | Digital-Age Holistic Journey | Emotional appeal, customer research, advocacy | Omnichannel modern marketing |
Each model is suited to different industries and marketing objectives. Selecting the right one depends on your target audience, business goals, and whether your focus is traditional, digital, or growth-focused.
