You have probably heard the name of the well-known marketing model: AIDA. But what exactly is this model and what do you use the model for?
Here we provide answers to these questions and you can also read various applications and examples of the model.
What is the AIDA model?
The AIDA model stands for 'Attention, Interest, Desire and Action model'. The AIDA marketing model is a widely used marketing model that focuses on the different stages that an individual goes through during the purchasing process of a product or service.
The first two steps in the marketing model are often the most decisive in the ultimate success of the purchasing process. Once you perform these two steps correctly, the next two steps often merge easily.
Attention
The first step in the purchasing process is the attention, attention. In other words, attracting the attention of your target group. There are several methods to get an individual's attention. And you can use different strategies for every target group and situation.
Interest
Once your target group is aware of the existence of your product or service, it is important to generate interest. With this step in the marketing model it is important to be very targeted in order to strike the right chord with your target group. For example, during this step you can focus on the many benefits of your product or service and the effect it has on the buyer.
Desire
Once your target group has shown interest in a product or service, it is important desire (i.e. desire). Desire means convincing your target group of the usefulness or benefits of your product or service, causing the user to consider an actual purchase. When creating desire, companies often use a certain atmosphere or style that buyers would like to associate with.
Action
The final step of the AIDA marketing model stands for action: taking action or acting. In the final step, the buyer is aware of the existence of the product or service, is interested, wishes to purchase the product or service in question and ultimately makes the actual purchase.
What do you use the AIDA model for?
The AIDA model is a useful tool for mapping the various aspects of the purchasing process. Many organizations apply the model in different situations. Particularly in digital marketing, sales strategies and for PR campaigns. The AIDA model is especially ideal for mass communication, such as advertising on TV, radio or via social media.
An AIDA marketing model is often included in a marketing plan and helps identify the company's target group. An AIDA model also provides structure in the marketing plan by distinguishing various phases from each other and mapping them.
Examples of applications of the AIDA model
You can use the AIDA marketing model for different applications. Both for mapping the purchasing process of existing products and services. But also if you want to introduce a new product or service.
New product or service
The AIDA marketing model is usually used when introducing a new product or service. This is especially important because the buyer is not yet aware of the existence of the company or the solution.
That is why it is important to focus on the first two aspects: Generating attention and interest when introducing a new product or service.
Existing product or service
The model is also useful for existing products or services. Consider, for example, a rebranding of a certain brand or the introduction of new products to an existing brand. For example in the case of Pizza Hut. You have already identified a target group that was previously interested in your brand or product.
In this case you can use the model to focus on the Desire and Action aspects. For example, by having the pizza recommended by a well-known celebrity that your target group would like to associate with. Or by giving a temporary discount when people order your new pizza.
Different marketing resources per phase
You can therefore apply a different marketing expression at each stage of the AIDA marketing model.
To both attract attention and create interest, many marketers use mass communication, such as via social media, TV or radio.
When creating desire, people often opt for an indirect form of marketing, such as with the help of influencers. Consider, for example, famous people who wear the item or explicitly talk about it.
In the final step of the model, taking action, it is important to apply a direct marketing technique that stimulates a possible purchase.
During this step you no longer have to convince the buyer of the product, but focus on motivating the buyer to actually make a purchase. You can encourage this, for example, by offering a discount that gives the buyer that final push.
Also see:
- Lasswell's communication model
- Ruler communications intersection
- Communication model SMCR
- Model of Knoster
- ZBMO model
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