The AIDA model is a marketing model that specifies steps that a person goes through when they go through the process of buying a product or service. AIDA stands for attention, interest, desire and action. It the best model among all marketing models.
E. St. Elmo Lewis, an American business was the developer of this AIDA model in 1898. This model was mainly developed to specify the communication between a seller and buy involving the product. As the AIDA model is still being used for more than 100 years, even in digital marketing, this means that this model can be considered as an important legacy.
The AIDA model has helped businesses with their marketing strategies for over 100 years. The formula of AIDA is still used in standard marketing books. AIDA is also used in advertising to plan and examine the impact of advertising campaigns and still help to provide important information for the examination of advertising messages. The usefulness of this simple marketing formula can be determined by its flexible possibilities of applications in all marketing areas. For example, the effectiveness of a product or service presented in an online shop can be examined using these simple steps of the AIDA model.
Steps involved in an AIDA model are:
- ‘A’ is for Attention: The first step of the purchasing process is to attract the attention of people towards the product. This is done through advertising the product with engaging contents.
- ‘I’ is for Interest: Once the attention of the consumer is gained, the business now has to work to increase the interest of the consumer towards the product.
- ‘D’ is for Desire: As the customer is now interested in the product due to its features, the next step is to make them desire the product, the seller has to make the customers feel that they need that particular product or service.
- ‘A’ is for Action: The final step is to make the customer a customer to initiate action and to purchase the product which was initially campaigned.
In these 100+ years of the usage of this AIDA model, this model faced a lot of criticism for being too simple. As there are many more different possible parts of marketing services. The basic AIDA model has undergone many developments and three such developed models are mentioned below:
- AIDCAS, it stands for Attention, Interest, Desire, Confidence, Action and Satisfaction.
- REAN, it stands for Reach, Engage, Activate and Nurture.
- NAITDASE, it stands for Need, Attention, Interest, Trust, Design, Action, Satisfaction and Evaluation.
Let us receive a better view of AIDA model advertising using an example of Netflix.
Stage 1: Attention:
Netflix attracts the attention of people through advertisements such as:
- Digital advertisement
- YouTube advertisement
- Banner advertisements
- Partnerships with various service providers
Stage 2: Interest:
Once Netflix gains the attention of users and visit the website, the users are offered a free trial of one month to explore the features of Netflix.
Stage 3: Desire:
The users get used to the features available in the free trial. The desire to purchase the subscription plans with additional benefits is created.
Some of these paid features include:
- High quality videos
- Exclusive shows and movies
- Netflix Originals
- Ad free watching experience
- Multiple accounts under one subscription
- Personalized recommendations
Stage 4: Action
As the user’s desire turns into action, the purchase of the subscription plan is completed.
Marketing and advertising to targeted or desired customers for a business is tough if you want to be at the top and sell products and services. But it is not easy to reach the top ranking in this competitive world of advertisements. Every business nowadays uses all kinds of platforms to promote their business such as TV, radio, digital marketing like blogs and websites, and social media platforms such as Facebook, Instagram, Twitter, etc.
The AIDA model in the e-commerce sector was not used much even though most brands use the model, but that is changing now, as online brands are now an important part of our lives, businesses are also looking for a suitable model to create a better relationship with their customers. AIDA does the work that the e-commerce companies are looking for. It is impacting the online business industry in a positive way.
Advantages of the AIDA model are:
- Detailed information on the market:
The model identifies the stages of the purchasing process. It observes the nature of the market and provides marketers with a completely detailed understanding of the market.
- Better communication between business and customers:
The model concentrates in stages containing customers. It helps a business to understand the customer’s aspect and demands. Businesses can then work on the demands of the customers and have a better relationship with their customers.
- Market updates:
Marketers get all information about the needs of customers and the changes in the market. The marketers always receive the latest information which helps them to improve their marketing strategies.
- Engaging customers:
As the marketers get to know about their customers well, they can provide satisfactory results to the customer needs. The relationship improves and customers feel comfortable to share their opinions. This process engages customers.
- Saves time:
Marketers can save time by using the AIDA model. Marketers follow the steps identified by the model. This method is easy and effective thus it saves time.
AIDA model is important as it helps to boost the economy. When people purchase goods or services of their preference, it maintains the flow of money which helps with the economic growth and reduce unemployment. If all the steps of the AIDA model are carried out properly then it can maximize the success of the marketing effort and sales.
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