The AIDA Marketing model specifies steps that a person goes through when buying a product or service. AIDA stands for Attention, Interest, Desire and Action. Experts consider this as one of the best models among all marketing models.
AIDA Model And Business
E.St. Elmo Lewis, an American businessman, 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 has been used for more than 100 years, even in digital marketing, this model can be considered 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 classic marketing books. AIDA is also used in advertising to plan and examine the impact of advertising campaigns and still help provide important information for exploring 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.
AIDA Marketing Model Steps
Steps involved in an AIDA model are:
1. ‘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 content.
2. ‘I’ is for Interest:
Once the consumer’s attention is gained, the business has to work to increase the consumer’s interest in the product.
3. ‘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.
4. ‘A’ is for Action:
The final step is to make the customer a customer to initiate action and purchase the initially campaigned product.
Development Phases Of AIDA Model
In these 100+ years of 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 stands for Attention, Interest, Desire, Confidence, Action and Satisfaction.
- REAN stands for Reach, Engage, Activate and Nurture.
- NAITDASE stands for Need, Attention, Interest, Trust, Design, Action, Satisfaction and Evaluation.
Let us receive a better view of AIDA model advertising using the 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 visits 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
- Personalised 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. Every company 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. But it is not easy to reach the top ranking in this competitive world of advertisements.
The AIDA model in the e-commerce sector was not used much even though most brands use it, 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 positively impacting the online business industry.
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 on stages containing customers. It helps a business to understand the customer’s aspect and demands. Companies can then work on the needs of the customers and have a better relationship with their customers.
Marketers get all information about the needs of customers and the changes in the market. The marketers always receive the latest news, which helps them to improve their marketing strategies.
As the marketers get to know their customers well, they can provide satisfactory results to the customer needs. This process engages customers. The relationship improves, and customers feel comfortable sharing their opinions.
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.
The AIDA Marketing 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 brand growth and reduces unemployment. If all the steps of the AIDA model are carried out properly, it can maximise the success of the marketing effort and sales.