The AIDA model is perhaps the most well-known marketing model in marketing communications. Whether intentionally or unintentionally, we often apply the AIDA principle to daily life or encounter it in the marketing communication strategies of companies and businesses. So what is the AIDA model? And how can businesses apply the AIDA Model in their marketing?
Let’s begin by defining and learning the basics of AIDA.
What is the AIDA Model?
The AIDA model is a marketing concept developed by American businessman Elias St. Elmo Lewis in 1898. AIDA has many different names such as AIDA funnel, AIDA structure, etc.
This model describes the decision-making steps a consumer does in the buying process. It consists of four distinct stages: Awareness, Interest, Desire, and – Action, which is why the acronym AIDA.
Specifically, the 4 stages of AIDA are:
1. Awareness: Attracting customers’ attention to make them aware of a brand, product, or service. Often awareness is elicited through appropriate advertising or promotional communications.
2. Interest: The interest of target customers grows when they seek to know the benefits that the product brings and feel that it is suitable for their needs.
3. Desire: Customers develop a connection with the product or service and move from interest to want to buy.
4. Action: This entails the decision to interact with a product or service by downloading a trial version, creating an account, signing up for an email, or “closing” a purchase.
The AIDA Marketing Model is an advertising formula being used for more than 100 years. It has proven to be an important and effective concept for advertising content makers.
Until now, the AIDA model has continued to be used with many improvements and variations, applied in parallel with other platforms, and is suitable even for modern marketing media.