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Marketing Basics (AIDA)

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What is AIDA and why is it important?

The AIDA model is an advertising and sales model that identifies the stages that a customer goes through during the process of purchasing a product or service. It stands for Attention, Interest, Desire, and Action.

It is important to note that AIDA is a very basic model which has its limitations. It’s a linear model that does not account for things like emotion, psychology, socio-demographics, and other important considerations in marketing. It also ends at Action, not account for elements such as Retention and Satisfaction that come after the Action. However, it is still important to understand AIDA as it is a marketing fundamental and can prove very effective for beginner to intermediate marketing strategies.

AIDA is closely linked to the marketing funnels which are also good to understand. For all Attention, Interest, Desire, and Action stages, writing good copy is critical in the success of this model.

A – Attention

This is the most overlooked step. Unless you’re the likes of Coca-Cola or Microsoft, it’s naive to assume that most people are already aware of your product. While your current customers know you, your goal should be to acquire new customers and for this you first need to get the word out and gather attention.

You can do this using various techniques:

  • Targeted ads on social networks like FacebookInstagram, LinkedIn and others.
  • Boosting your Search Engine Optimization (SEO) so when they search a keyword, you pop up.
  • Posting on online communities and groups relevant to your target demographic
  • Presenting at conferences and events.
  • Or traditional ways such as billboards, posters, flyers, radio, television, magazines, and the list goes on.

I – Interest

This is one of the hardest steps. You want to really tailor your captions and creatives (images and videos) to your target demographic and convey the message you want to communicate to your customers. Ensure you are using structured, clear, and concise language and illustrations. If you’re a startup or entrepreneur, a good way to do this would be by relating to your target customers by speaking to the problem they are facing and how you are solving it. Your goal at this stage should be to generate and maintain sufficient interest to encourage your customer to look further into your product.

D – Desire

This is the step you persuade your customer that they want the product. In an ideal scenario the Attention and Interest stages have already created enough desire, but you don’t want to get complacent. This is when you dive a little deeper than the Interest stage.

You can build desire by providing clear value propositions of your product and showcasing why the price they’re paying is a justified investment–basically your sales stage. The customer needs to realize why they “need” your product and why it’s better than anything else out there.

A – Action

This is the closing stage. Show your customer a clear and bold call-to-action (CTA) that stands out and warrants an immediate response from the customer. But before you do this, you need to have determined what is the objective of your marketing strategy.

Depending on your marketing strategy objective, your CTA would be different. This can vary from obtaining email signups, free trials, purchases, recommend a friend, etc.

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