Do you feel like your digital marketing is not getting the results that you want? The reason might be because you are using the wrong strategy. In the world of marketing, the AIDA model is the cornerstone for success. It has been the foundation for advertising campaigns since it was first introduced in 1885 by E. Starch and L. Pemberton as a way to increase the sales of their product, Aspirin. This framework is widely used today in digital marketing strategies and can be successfully implemented across any type of business including retail stores, hospitality or entertainment. The key is to use this tried-and-tested method in the most effective way possible. This article will help you understand how the AIDA model works so that you can implement it into your marketing strategy with ease.
The AIDA Model
In the AIDA model, marketers use the acronym to stand for the following:
Attention, interest, desire and action. The idea behind the AIDA marketing process also known as the "Hierarchy of Effects" or the "Structure of Attitudes" is that consumers will buy a product or service if they first pay attention to it; then understand what the offering does; next feel some sort of need (or "want") the product or service, and finally, take the action of buying the offering.
The AIDA model is a useful tool for marketers because it helps them to understand the context of the consumer's buying decision and plan more effective promotional activities. It provides an overarching framework that can be used to coordinate the promotional mix and the rest of their marketing activities.
Attention is the first stage of the AIDA model. It refers to the awareness that a consumer might have about your product or service which can be achieved through media advertising, public relations and word of mouth referrals among others. Once the consumers are aware of your business they will then look for more information on it through different channels such as the internet, the press and introduction from people they trust.
The more information the consumer has about the product or service the greater the chance of them becoming interested in it which leads to a desire for purchase. However this is not always the case as there are factors such as price and quality that influence whether consumers will be willing to proceed with their interest.
“Whether it's through online marketing or offline tactics, there has to be a strong call-to-action that will lead customers into reading more.”
In order to create attention, marketers are advised to make the brand easily recognisable and accessible - such as utilising popular social media platforms such as Facebook or Instagram.
Interest is the second step in the AIDA model and it refers to the desire that a consumer might have for your product or service. This stage can be achieved through different means such as: good quality images, video demonstrations, social media presence among others. The consumer will look at the benefits of buying the product/service and compare them with the benefits the competitors provide. This step requires a little bit of research from the consumer as well because there's just not enough information yet for them to be able to commit fully.
“Customers should be asking themselves - why did I just see that? What does it do? How can this benefit me or my lifestyle?
Brands should create curiosity by thoroughly describing their products, comparing to competing products/services and how customers can benefit from them.
After the customer is interested, brands need to establish a sense of desire - their product/service must become desirable in the eyes of the consumer. Here, marketers will either have to offer limited edition products that customers can't find elsewhere or provide a special deal so they feel like they're getting more value for their money. The addition of incentives such as free shipping, early bird discounts and loyalty points are great ways to increase sales. Customers need to be convinced that they really want what's being sold and will enjoy using it or having access to it.
“Infomercials convey value extremely well by showing the product being used in several creative situations"
It's important to create the final push for the consumer to take action and make a decision. This can be done by promoting the product/service at the right time, incentivising them with discounts or creating deadlines so that they feel an urgency to buy it quickly before the offer ends. For example. Netflix communicates how convenient their product is and highlights its value, then urges consumers to sign up for a free trial.
“Communication should include a strong call-to-action - a statement designed to get an immediate response from the consumer"
New Developments in the AIDA Model
In the modern world, marketers have been forced to adapt the AIDA model as consumers' buying habits change rapidly in response to technological advances such as digital social networks. This situation as brought up many discussions for revision - believing that it should be a more complex structure with additional stages. This model can be furthered developed into a Trilateral AIDA Model that goes beyond an explanation of four phases and explains what happens both before and after a purchase takes place. This additional information helps brands understand the sales process more in depth and allows them to find an even larger number of opportunities.
The AIDA model is a tried and true marketing approach that has been used for decades, yet it still remains relevant. Many companies use this strategy on their own without the help of an external agency but they often have to do so with less resources than if they had outsourced it all to a digital marketing company. However, either way results are guaranteed to be positive, as long as you develop your plan well enough - which we can help you with. Our team of experts are ready and waiting at our disposal to create a comprehensive marketing strategy from scratch or even redesign one already in existence. What stage of the AIDA Model does your current situation fall under? Let us know as we are here to provide you assistance with implementing a strategy that works for your business.