The AIDA model has been used since the late 19th century by American businessman Lewis, Elias St. Elmo. And now, it seems like a model that often applied in building marketing strategies. Because this model shows the steps a customer basically goes through in a purchasing process. So, what makes this model famous for over 100 years, and why advertisers and marketers so much like to use it?
Let’s explore it!
What does the AIDA model stand for?
AIDA stands for Awareness, Interest, Desire, and Action. And, they are 4 individual stages that customers follow and decide in purchasing your great product or service.
Awareness: The first stage is to attract customers and let them be aware of your product, brand, or service in marketing or advertising.
Interest: After awaring, let customers interest and start search benefits of the product or service
Desire: At this step, they start connecting with the product or service and move from “like” it to “want” or “need” it.
Action: The last goal of your marketing campaign is to lead customers to start actions such as trying a trial version, creating an account, subscribing to an email, or making a purchase.
How to use the AIDA model in marketing?
Remember back to the 19th century when the AIDA model was the first time in the market, advertising and marketing communications were new with not many media channels. But media channels are on the way to exploding now. Obviously that we always see the advertising message every day around 4-10 thousand ads and we can not avoid them.
Marketing in the digital age is becoming more and more difficult with a lot of competitors. So, how to reach your targets? The AIDA formula will definitely help you to attract potential customers.
To approach customers in the AIDA model you need to make them aware of the product or service that exists. We do suggest you use one of these content types such as advertising, making videos, using podcasts, and social media at this stage.
Then, we will attract customers’ attention by creating disruption in some of these ways. However, do not be too disruptive. You need to determine between clever or annoying to avoid the fine line.
– Using bold colors to impress customers
– Placing provocative images in unexpected ways
– Making a sensational and entertaining video
– Adding a provocative graphic on a landing page.
– Using music that evokes nostalgia.
This step seems like the hardest part of the AIDA model. We suggest you use web content, newsletters, blogs, and email campaigns to keep them engaged. Remember that all the advertising information should be easy to read, interesting videos, funny & clear content by subheads or suitable music.
Moreover, list out the important messages that you wish customers know and of course, it should be relative to your product or service.
After building your customer’s interest, you might persuade them then let them need your product because it is truly useful and helpful.
At this stage, you should make a comparison of the benefits of buying and why it is different from others. You can stress some main features in this part but do not too much.
After attracting attention, maintaining interest, and creating desire, the last step of the AIDA model is to motivate clients to initiate action. This requires customers immediately respond to purchase the product or create an account or sign up for free trial or more.
AIDA model Modifications
These are some modifications of the AIDA model:
– Retention: You will get upsell or more sales by retention. However, the original AIDA model did not have this after purchase. Sometimes, some marketers added the letter “R” into the AIDA model to become the AIDAR model. It is to show how important retention is.
– Targeting: When customers interact with search engines on the internet, you will collect their interests then target ads.
– Conviction: To avoid doubting of our customers, you can give them free testings, free trials, free samples, and so on.
– Satisfaction: To make sure that your customers are happy after buying. You can send a survey form and let them rate. Hence, you will know what is good and what you need to improve. Also, your business can not lack a customer service team as it is also one of the factors leading to future sales.
Understanding what AIDA is, will absolutely help you to attract the attention of customers, generate their interest, create their desire, and call to action. We do hope that you enjoy our topic today and help you have a new marketing strategy to grab potential buyers.