Effectiveness of Digital Marketing: Tourism Websites Comparative Analytics Based on AIDA Model Meera Prathapan 1 ,Sajin Sahadevan 2 ,Dr. Zakkariya K.A 3 1 Doctoral Scholar, School of Management Studies, CUSAT, Kochi, Kerala, meeraprathapan@gmail.com 2 Digital Marketing Head, Global Infonet, Infopark, Kochi, Kerala, sajin.sahadevan@gmail.com 3 Professor, School of Management Studies, CUSAT, Kochi, Kerala, zakkariya@gmail.com Abstract Tourism has become a priority sector in the world with its contribution towards the economic development of the nations. Globally, Kerala is known for its exotic places and their efforts to promote Kerala as a tourist destination. The state as well as the private organisations are taking vigorous promotional efforts to attract large number of visitors throughout the year. At this context, present study was done to compare the Kerala tourism website of the government with its competitors to evaluate the promotional efforts taken by them. The study has adopted AIDA model in digital marketing for measuring the promotional efforts of these websites. For comparison, the web analytics was done using the analytical softwares Alexa and SEMrush. The findings of the study revealed the importance of considering different key performance indicators in AIDA such as number of visitors, unique visitors, bounce rate, average duration of visit, most visited pages and click- through rate to improve the quality of the websites. Keywords: Kerala tourism, AIDA, Digital marketing, Web analytics, Websites 1.1Introduction The revolution in the internet and world wide web began many years ago, which was a breath-taking phenomenon for many. The powerful smartphones, internet and other technologies have given birth to a digital era. There are many giant multinational corporations that came into existence during this era like Amazon, Google, Facebook, Instagram, Uber and so on, who has highlighted the importance of digital relationship with customers. Every day the consumer is bombarded with lots of messages and advertisements through digital platforms and it has become difficult and important for the business to stand out and to get the attention of the audience. The digital platforms are assumed to increase the efficiencies in the consumers information search cost (Barwise et al, 2002). Internet- of- things (IoT), Artificial Intelligence etc is expected to make significant transformation in the near future (Kannan P.K and Li. Hongshuang, 2017). Pramana Research Journal Volume 8, Issue 5, 2018 ISSN NO: 2249-2976 http://pramanaresearch.org/ 15