Offline marketers have long used the AIDA pyramid—attention, interest, desire, action—as a guide to advertising, but many online advertisers believe an ad that does not instantly convert to action is a waste. The AIDA approach can be translated to function well in digital. In the digital realm, brand building advertising can be more effective, provided that proper tracking is used to provide the basis for useful analytics of the top of the top of the funnel/pyramid.

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Applying AIDA to Digital Marketing – Search Engine Journal