- 1. What is the AIDA Model in Marketing?
- 2. Who Created The AIDA Model?
- 3. What is The AIDA Model Approach?
- 4. How to Apply the AIDA Model to Your Marketing?
- 5. What Are The Examples of The AIDA Model?
What is the AIDA Model in Marketing?
There are tons of different acronyms that marketers use to describe different elements of the marketing process. The AIDA model is an acronym that is used to describe and highlight certain elements of the customer journey, ensuring that marketers, product developers and service providers are producing products that will be desired by the consumer market! Marketers are responsible for streamlining this marketing model and aligning certain strategies with the desired outcome, which is generally a sale. This marketing model is represented as a funnel, with a large customer network or target audience having gained the attention of a specific product or service and a much smaller and narrower market taking action and actually purchasing the product or the service.
The following is an explanation of what AIDA stands for and how it impacts the marketing systems and strategy as a whole.
The first interaction that you have with a potential customer should be looking at grabbing their attention. There are different methods and tactics that can be done to draw in this attention, from looking at direct product descriptions to creating awareness around who you are as a brand and what your goals are. This is the very top of the funnel and therefore the most amount of people will be included within this section of the funnel. Exploring and identifying who your target audience/s is and ensuring that the content that you are creating will be sure to grab their attention is an important part of the AIDA model, and there is no use casting out content that is too generalised and not directed through the right channels as you will not be getting enough people through to the interest part of the process!
This part of the funnel is about drawing customers in with the promise of more information about a specific product or service that has grabbed their attention. Keeping your target audience interested is important, and using tactics that seek to keep their attention will ensure that a certain number of your audience is compelled to move onto the next step of the process which is desire.
Initiating desire is a crucial element to this stage of the AIDA model, and this is where your target audience will move from being interested in the product to actually thinking about making a purchase. One of the most important things to think about at this stage is that you want your potential customers to be forming an emotional connection with the product or service offered, they should know how much having this item will impact their lives and how it could help them. Ensuring that this is outlined and highlighted is an important part of creating and instilling a sense of desire.
Now that attention has been drawn, interest is shown and desire has been created, you will now need to get your target audience to take action and make a purchase. It is important that this part of the process is as easy as possible, and any hiccups or issues that may occur could impact whether or not someone actually ends up making a purchase. A call to action (CTA) is usually used within this step of the process, and it informs a potential customer of the following steps that need to be taken. Ensuring that the buying process from here on out, after the call to action has been clicked on, is easy for the customer is important, and finding ways to streamline and perfect this part of the process should be a part of any marketing strategy.
Who Created The AIDA Model?
This acronym was first introduced by E. St. Elmo Lewis in 1898. He was a businessman who wanted a better way to interpret and understand the consumer experience and optimise the sales interactions he had had with potential customers. This model has truly stood the test of time and it is still a relevant and influential way that brands and businesses can interpret the consumer experience and help to refine certain tactics in a way that results in a sale! Through interpreting this model as a funnel, he also ensured that there was space whereby customers would opt out of the processes, and in understanding this he developed a way for brands and businesses to estimate how many customers should result within a specific amount of time! This was revolutionary for business in the 1900s and is still helping marketers to better understand consumer purchasing processes today!
What is The AIDA Model Approach?
Though there are many different marketing models and ways that businesses can structure their content and strategy, the AIDA model has been a favourite way to interpret the consumer experience for over 100 years! The following is a brief look into what the AIDA model approach is and how you can use it to better understand and optimise the consumer experience.
Attracting attention is the basis of any good marketing tactic and finding the best ways to market to specific target groups is an important part of the AIDA model. In order to attract attention, you have to find the best streams and channels to use whereby you know that your consumer market will be able to see the different advertising models you put in place. It is important to remember when trying to capture the attention of an audience that you need to produce unique and interesting content and strategies. There are thousands of other brands and businesses that may be offering a similar product or service to your own, and it is important that you stand out from the crowd.
Once you have gained the attention of the audience, you will need to continue to maintain interest. This is where you need to highlight the benefits of the products, services or of your entire brand to your target audience. These people have already shown an interest as you have captured their attention, and so now it is important that you maintain this interest and find ways to uniquely describe your product or service to your target audience.
Maintaining interest and creating desire are two steps of the process that go hand in hand. Once you have created interest around the product or service that you supply, you need to work to create desire. Expanding on how a specific product or service could better the lives of the consumers who are reading your advertisements is a great way to instil a sense of desire for the product.
Now that they have been attracted to the product and desire to purchase it, it is time for you to initiate an action response. Making the purchasing process as easy and as efficient as possible will go a long way to ensuring that all the effort you’ve put in place to attract a customer is not wasted. Streamlining and creating payment systems that are easy and automated will provide the perfect space to ensure that you do not miss out on any potential sales. Automated payment systems have helped online businesses grow exponentially and have helped to exceed target sales when it comes to online streams of revenue. If you are offering a service, be sure that there are systems in place that can confirm schedule, times and any other important notes!
How to Apply the AIDA Model to Your Marketing?
Using the AIDA model in marketing tactics can be extremely beneficial, but you need to ensure that the strategy you have laid out is effective and uniquely designed for your own target audience. Using other marketing tactics alongside and within the AIDA model will ensure the success of your marketing strategy and help you to gain attention, generate interest, stimulate desire and ensure that a certain number of potential customers spur into action! The following is a basic outline of how to apply the AIDA model to your own marketing tactics and strategies!
There are many different ways that a customer’s attention can be gained, and as processes around marketing have expanded into the 21st century and become more digital, the way that we gain attention has also changed. The AIDA model and social media should be considered when looking to attract the attention of your target market, and with so many new developments and types of social media platforms that appeal to certain demographics, it is important that these different tools be carefully analysed. When it comes to marketing planning, coming up with ways to gain attention differs according to different people. While younger generations may be more inclined to respond to things like free offerings and flashy commercials, businesses may be more interested in how you can help them further impact their own clients through your products or services offered. Coming up with a carefully developed strategy that will attract the attention of your target audience is an extremely important part of the AIDA model and should be considered when coming up with your marketing strategy!
Now that you have attracted the interest of potential customers, it is time to pique their interest and explain why your product or service is better than your competitors. Highlighting the unique qualities that make your product or service the better option will help generate and hold the user’s attention, inspiring them to consider how your offering may better their own lives. It is important to take your target audience into consideration when coming up with the best elements and unique qualities to highlight as this may provide you with vital information on what is most important to certain demographics!
Now that interest has been generated around a certain feature of a business, or even the business itself, it is important that a brand or business stimulates desire. When it comes to the items or services being promoted, it is important that a marketing team is able to relay how and why the products or services offered will help to benefit the consumer, identifying why they should desire it. Stimulating desire can be done through using a number of different tactics, and one of the most popular interactions are through referrals. Referrals help to stimulate desire through your consumer being able to see how it has helped another person, a person similar to themselves with the same kinds of needs and desires! Many companies include things like ratings when they reach this stage of the AIDA model.
Spur Into Action
Consumers may need some coaxing during this final step, and ensuring that you spur them into action and either book an appointment or even buy a product. We call the words that are used within this last step of the process a ‘call to action’ (CTA). A CTA is designed to ensure that your potential customers know exactly what to do next to either find out more about the offering or even make a purchase. If you are using social media as a platform to promote yourself, very often, a call to action will be a link leading the consumer to a website where there will be more information and the chance to purchase the product.
What Are The Examples of The AIDA Model?
The following is an AIDA model template that can be used to show how this business plan can work and how it needs to be structured:
A good AIDA model example is looking at a simple marketing plan that is constructed through using the above methods and tactics. Let us take, for example, an online shopping brand. They would first need to gain the attention of a consumer, most often this is done on social media platforms. Within a certain consumer market, certain platforms are seen to be more beneficial than others, with younger generations taking to things like Instagram. To attract the attention of a customer, you would have to release a post on social media. This post should be flashy and contain relevant information about the offers you are providing, saying things like ‘2 for 1’ or ‘SALE’ is very often the go-to thing to attract the interest of a customer. To pique the desire and make a consumer want to own the products that this clothing company is creating, there may also be something that includes a reference for a client who has purchased the item and loves it. The final call to action will let the consumer know what the next step of the process is and how they would go about making a purchase!