AIDA Model in Marketing

INTRODUCTION

Individuals go through many steps before buying something. Marketers should know about that process. AIDA model identifies those stages.

AIDA model is an advertising model for marketing. It stands for:

• Attention
• Interest
• Desire
• Action

The AIDA model is helpful in digital marketing. It provides sales strategies. AIDA model also improves public relations campaigns. It has been used in the marketing of the business sector for many decades.

AIDA also helps in PR. It plans and analyzes the effectiveness of PR campaigns. AIDA model also provides valuable information for the analysis of advertising messages.

THE AIDA MODEL HIERARCHY

As the name suggests, the steps involved in an AIDA model are:

Attention

The first step in marketing is to consider how to attract the attention of consumers. The product or the service of the business should be ‘eye-catching’ which can be done with the help of advertisement materials.

For example a sensational YouTube clip, or a themed newsletter, or a graphic on a landing page.

Interest

Once the consumer is aware of the product or service, the business must work on increasing the potential customer’s interest level. Along with this, the business also should make sure that they are maintaining interest. Marketers should see the customer’s interest does not fade away as time passes.

For example, Disney boosts interest in upcoming tours by announcing stars that will be performing on the tours.

Desire

If the interest is maintained as discussed above, the company should arouse the desire of their product to the customers. In other words, after the consumer is interested in the product or service, then the goal is to make consumers desire it. Drive their mindset from “I like it” to “I want it.”

For example, Disney stars talk about the tour to the target audience. They tell about how great the show is going to be. Then the audience is more likely to want to go.

Action

Marketing is done to increase sales. So the main goal is to make the customers act. The action is to purchase the product or service. So as soon as the desire to buy is aroused, then action must be taken. Make sure that the customer purchases the product or the service.

In short, the AIDA model says that Awareness leads to Interest, which leads to Desire, and finally, Action.

PROS OF AIDA MODEL

• In-depth knowledge of the market

The AIDA model identifies the steps of the process. It studies their nature. From this, marketers can know lots of things. It provides in-depth knowledge of the market.

• Improved relationship with customers

AIDA model focuses on the stages of customers. It provides knowledge of customers’ behavior. From this, marketers can know their customers more. Marketers can fulfill their demands. This improves their relationship with customers.

• Market updates

From the AIDA model, marketers know about the needs of customers. Marketers can also know what changes are prevailing. So, they are always up-to-date. This is very important. From the updates, marketers can make changes in their strategies. This satisfies the customers. It also helps with customer retention.

• Engaged customers

AIDA model also makes the process engaging. Marketers know their customers well. They can satisfy their needs. This improves the relationship. Then customers also share their opinions. They feel comfortable. So the process becomes engaging.

• Saves time

Using the AIDA model, marketers can save time too. The AIDA model identifies the steps. Marketers can easily follow the guides. It is effective and quick. This saves time.

Also, in business, time is money. When you save time, you can use the time in other work. This increases the marketing. The sales go up too.

CONS OF THE AIDA MODEL

• The AIDA model is outdated

The AIDA model was developed 100 years ago. From that time to now, marketing has evolved a lot. There are many changes. The market is updated. So, the AIDA model cannot meet many marketing tactics.

For example, back then, there was no internet. Now, most of the things are digitized.

• The AIDA model misses many components

The AIDA model is very simple. It only focuses on the four components. Marketing includes many other processes. AIDA model does not talk about customer satisfaction. It does not focus on customer retention.

• Does not cover branding

A brand name is very important for every company. The AIDA model ignores brand royalty. It does not cover the reputation part.

VARIATIONS OF THE AIDA MODEL

The AIDA model is quite simple. Many people complain about it. The AIDA model is in practice for 100 years. So marketers think it is outdated. There are many other points of sales. To cover these criticisms, few variations are there. Some new developments in the AIDA model are:

• AIDCAS Model

Attention

Interest

Desire

Confidence

Action

Satisfaction

• REAN Model

Reach

Engage

Activate

Nurture

• NAITDASE Model

Need

Attention

Interest

Trust

Design

Action

Satisfaction

Evaluation