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Have you heard about AIDA model?



Kirjoittanut: Thais Santos Araujo - tiimistä SYNTRE.

Esseen tyyppi: Yksilöessee / 2 esseepistettä.
Esseen arvioitu lukuaika on 7 minuuttia.

Introduction

In many pajas (training sessions in Proakatemia university) I participated in, talks about the AIDA model as a regular citation that everyone else would understand what they are talking about. Well, I never really learned about it, and every time I get confused. Last time, I made a memory note to myself: write about AIDA model and finally understand what AIDA model is. I read a couple of pages online, and now I can share a bit of my understanding on AIDA model.

The idea of this essay is to learn the basics of AIDA model and be able to follow a discussion the model is used in one of the examples or use it yourself as part of your portfolio of marketing knowledge.

 

The AIDA model is a marketing and advertising framework that stands for Attention, Interest, Desire, and Action. It was originally developed by E. St. Elmo Lewis in the late 19th century and has since been widely adopted in marketing and advertising (Wikipedia, 2022).

 

The AIDA model is a widely recognized framework used in marketing and advertising to guide the creation of persuasive messages that can influence customer behavior and decision-making. The model is based on the four stages of Attention, Interest, Desire, and Action, which represent the desired sequence of customer response to marketing communication. During the Attention stage, the aim is to capture the audience’s attention by creating an initial interest in the message. In the Interest stage, the focus is on generating interest in the product or service by providing relevant information that meets the customer’s needs. In the Desire stage, the aim is to stimulate a desire for the product or service by highlighting its benefits and unique features. Finally, in the Action stage, the aim is to motivate the customer to take action, such as trying or buying the product or service. Therefore, during these four stages, the content should ideally be crafted to attract attention to the brand, generate interest in the product or service, stimulate a desire for it, and spur action to try or buy it, in order to achieve the ultimate goal of conversion (Sellers, 2022).

 

One example of the AIDA model applied in real life

A case study that exemplifies the implementation of the AIDA model in a real-life scenario. Francesco Group, utilized the model to introduce their latest salon, and the results were remarkable (Hanlon, 2023).

  1. Awareness:To generate awareness for their upcoming launch, the hairdressing company, Francesco Group, executed a well-planned PR campaign four months in advance. This campaign focused on promoting their recent awards, highlighting the qualifications and expertise of their stylists, and showcasing the high quality of their services.
  2. Interest: To generate interest among potential customers, Francesco Group implemented a direct mail campaign that offered a complimentary consultation or haircut and finish. Through this approach, they successfully generated interest among potential customers, prompting them to consider Francesco Group as their preferred choice for hairdressing services.
  3. Desire: Francesco Group organized exclusive local launch events just prior to the opening. These events were strategically advertised through local press and social media, creating a buzz among the local community and generating excitement for the new salon. By promoting the events as exclusive and invite-only, they were able to create a sense of exclusivity and exclusiveness that appealed to customers’ desire for uniqueness and prestige.
  4. Action: The Group positioned clear calls-to-action (CTAs) on various marketing channels. On their Facebook page, they included a CTA that prompted customers to call and reserve their appointment. On their website, they included a CTA that encouraged customers to book their appointment. Finally, in local advertising, they included a CTA that offered a discount or special offer to those who called in to schedule their appointment.

 

Attention

Capturing the attention of customers serves as the initial point of contact between a brand and its target audience. With the increasing volume of marketing messages competing for consumers’ attention, it is crucial to stand out from the crowd and make a lasting impression. Attention is the gateway to building awareness, generating interest, creating desire, and driving action, as it allows the brand to communicate its message effectively.

The attention stage is a critical opportunity for marketers to create a positive first impression. Without capturing the audience’s attention, the rest of the marketing message may be lost or ignored, making it challenging to achieve the desired response from the target audience. By creating attention-grabbing headlines, using eye-catching visuals, or provocative statements, marketers can increase the likelihood of their message being noticed and remembered by the audience.

 

Moreover, capturing the audience’s attention is vital because it helps to establish a connection between the brand and the target audience. The attention stage provides an opportunity for the brand to introduce itself, communicate its values and mission, and establish a relationship with the audience. By creating a memorable and positive first impression, the brand can build trust, credibility, and familiarity with the target audience, which can lead to increased engagement, loyalty, and brand advocacy.

With the increasing prevalence of ad-blocking software and the growing tendency of customers to skip or ignore ads, marketers must work harder to create attention-grabbing content that can break through the noise. By creating content that is relevant, interesting, and unique, marketers can increase their chances of capturing the audience’s attention and creating a lasting impression.

 

Interest 

Generating interest is the second stage of the AIDA model, following the attention stage. It is the point at which the audience has been drawn in by the initial attention-grabbing message and is now looking for more information about the product or service. At this stage, the focus of the marketing message shifts to providing relevant and engaging content that meets the audience’s needs and addresses their pain points.

 

Generating interest is a crucial stage of the AIDA model because it is where the brand can begin to differentiate itself from the competition. By providing detailed and relevant information about the product or service, marketers can showcase the features and benefits that set it apart and establish its value proposition. This can help to create a strong and positive perception of the brand in the audience’s mind, which can lead to increased engagement and a higher likelihood of conversion.

Moreover, generating interest is essential because it allows the audience to see how the product or service can solve their problems or meet their needs. By providing relevant information that speaks to the audience’s pain points or desires, marketers can demonstrate how the product or service can improve their lives and make them happier, healthier, or more successful. This can help to create a strong emotional connection between the brand and the audience, which can lead to increased engagement and loyalty.

Finally, generating interest is crucial because it can help to move the audience further down the marketing funnel. By providing relevant and engaging content that meets the audience’s needs, marketers can encourage them to take further action, such as subscribing to a newsletter, downloading a whitepaper, or scheduling a demo. This can help to build trust and credibility with the audience and increase their likelihood of ultimately converting into paying customers.

 

Desire

Stimulating desire is the third stage of the AIDA model, following the attention and interest stages. At this stage, the audience has already been drawn in by the initial attention-grabbing message, and their interest has been piqued by the relevant and engaging content. The focus now shifts to creating a desire for the product or service in the audience’s mind.

Stimulating desire is crucial in the AIDA model because it is the point where the audience begins to see the product or service as a solution to their needs or desires. By showcasing the benefits of the product or service, marketers can create an emotional connection with the audience and tap into their desires and aspirations.

Moreover, stimulating desire is essential because it helps to differentiate the product or service from the competition. By showcasing the unique features and benefits of the product or service, marketers can create a perception of exclusivity and scarcity, making the audience feel that they need the product or service to stand out from the crowd or gain a competitive advantage.

Stimulating desire is also crucial because it can help to overcome objections or reservations that the audience may have. By showcasing the benefits of the product or service and addressing any concerns or objections that the audience may have, marketers can build trust and credibility with the audience and increase their likelihood of converting into paying customers.

Finally, stimulating desire is essential because it can lead to action. By creating a strong desire for the product or service in the audience’s mind, marketers can encourage them to take the final step of trying or buying the product or service. This can help to achieve the ultimate goal of the AIDA model, which is to convert the audience into paying customers.

 

Action

Spurring action is the final stage of the AIDA model, following the attention, interest, and desire stages. At this stage, the audience has been drawn in by the initial attention-grabbing message, their interest has been piqued by the relevant and engaging content, and their desire has been stimulated by showcasing the benefits of the product or service. The focus now shifts to encouraging the audience to take action and try or buy the product or service.

Spurring action is critical in the AIDA model because it is the point where the audience converts from potential customers to paying customers. By providing a clear and compelling call-to-action, marketers can encourage the audience to take the final step of trying or buying the product or service. This can lead to increased sales, revenue, and ROI (Return on Investment).

Moreover, spurring action is essential because it helps to create a sense of urgency and scarcity in the audience’s mind. By providing limited-time offers or showcasing the exclusivity and scarcity of the product or service, marketers can create a sense of urgency and encourage the audience to take action before it’s too late.

Finally, spurring action is essential because it allows marketers to measure the effectiveness of their marketing campaigns. By tracking the number of conversions and calculating the ROI, marketers can determine the success of their campaigns and make informed decisions about future marketing efforts.

 

Conclusion

In conclusion, capturing the attention of customers is the first layer of AIDA model, it is a crucial aspect of marketing, as it serves as the gateway to building awareness, generating interest, creating desire, and driving action. By creating attention-grabbing content that is relevant, interesting, and unique, marketers can increase their chances of breaking through the clutter and creating a positive first impression with their target audience.

In the second layer, generating interest is important because it allows marketers to differentiate their brand, demonstrate its value proposition, and create an emotional connection with the audience. By providing relevant and engaging content that meets the audience’s needs, marketers can move them further down the marketing funnel and increase their likelihood of ultimately converting into paying customers.

In the third layer of AIDA model, stimulating desire is a critical stage because it allows marketers to create an emotional connection with the audience, differentiate their product or service, overcome objections, and ultimately drive action. By showcasing the benefits of the product or service and tapping into the audience’s desires and aspirations, marketers can increase engagement, loyalty, and conversion rates.

Lastly, spurring action is crucial because it allows marketers to convert potential customers into paying customers, create a sense of urgency and scarcity, build trust and credibility, and measure the effectiveness of their marketing campaigns. By providing a clear and compelling call-to-action and making it easy for the audience to try or buy the product or service, marketers can increase sales, revenue, and ROI.

At this point, you might be already tired of hearing the four layers of AIDA model and 100% to spread the word on the topic. Just remember to share with the crowd the basics of it and not just assume it is obvious knowledge to everyone.

 

References

Aida (marketing) (2022) Wikipedia. Wikimedia Foundation. Available at: https://en.wikipedia.org/wiki/AIDA_(marketing) (Accessed: May 4, 2023).

 

Hanlon, A. (2023) The AIDA model and how to apply it in the real world – examples and tips, Smart Insights. Available at: https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/ (Accessed: May 4, 2023).

 

Sellers, A. (2022) The AIDA model: A proven framework for converting strangers into customers, HubSpot Blog. HubSpot. Available at: https://blog.hubspot.com/marketing/aida-model (Accessed: May 4, 2023).

 

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