WHAT IS THE AIDA MODEL OF MARKETING?

the AIDA model of marketing

Table of Contents

The AIDA model was originated in the 19th century, but it is still the most widely used hierarchical model in the world. This is a linear, sequential model used to assume the customer purchase.

WHAT IS THE AIDA MODEL?

The AIDA model identifies the stages of understanding that a person goes through during the process of purchasing a product or service. 

There is no longer a consumer-company relationship as social media has been instrumental in achieving the various objectives of AIDA with information added by other customers through social and community networks.

The AIDA model is a management model, which means that consumers must go through each stage of the model to complete the action. As a standard marketing funnel or purchase funnel, each category has fewer customers than the previous one.

The four stages of the AIDA model and its full form are –

  1. Attention
  2. Interest
  3. Desire
  4. Action

ORIGIN OF THE AIDA MODEL

St Elmo Lewis developed this model in 1898 in an attempt to explain how personal marketing works. The model sets out a sequence that describes the process in which a salesperson must lead a potential customer in order to gain sales. 

Although Lewis’s work focused on facilitating the personal marketing process, it was enthusiastically captured by commercials and commercial publishers during the next century. The action category became the ultimate goal of all marketing and all advertising. This is also important in understanding the management category of the results of the theory. Recent ideas have distinguished the role of marketing as a consumer in action rather than advertising, his main goal being to move the consumer in turn to action.

WHAT ARE THE STAGES OF THE AIDA MODEL?

  1. ATTENTION

The very first step of this model is attracting attention. You must be sure that your content is appealing and eye-catching. It should grab the attention of your audience.

  1. INTEREST

Once you have caught the attention, you need to generate interest in the minds of your customers. They should get interested in order to dive in and know more about your brands.

more about your brand.

  1. DESIRE

After generating interest and bringing them onto your website, you should cultivate the desire in them to buy your product and service. Bringing your potential customers from ‘liking’ to ‘wanting’ your content, product, or service is the main job. This is the stage where you need to build trust with your audience. Customers more convincingly buy from the brands they trust.

  1. ACTION

As soon as the desire arises the customer should be motivated to the final stage, i.e., to make the purchase. 

It came to light that any after-sales outcomes were not a part of the AIDA model which is also its drawback. And hence the modern marketing considers an “S”, which stands for satisfaction, as the after-sale stage of AIDA. After all, the products and services that a brand offers are for the consumers, hence the consumer should experience satisfaction after the consumption.

HOW TO IMPLEMENT THE AIDA MODEL?

The AIDA model has shaped ideas for marketing and sales strategies for more than a century. The formula is still a part of current standard sales books. In addition, marketers also use AIDA in PR to plan and evaluate the effectiveness of PR campaigns, and it still provides important information for the analysis of advertising messages. The benefits of this simple formula are the simple and flexible operation in areas other than store-based or stand-alone sales. In commerce, for example, marketers analyze the performance of an online product presentation using the four aspects of the AIDA formula.

the AIDA model

CRITICISM

A major shortcoming of the AIDA model and other high-profile models is the lack of after-sales outcomes. These are satisfaction, use, repetitive behaviors, and other post-purchase behavioral goals like participating in the preparation of online product reviews. Other criticisms include the reliance of the model on the type of line, the sequence of categories. In strong studies, the model was found to be poor predictors of real consumer behavior. In addition, a comprehensive review of the literature surrounding the results of advertising found little support for a variety of management models.

Another important criticism of the sequence models involves their reliance on a straightforward, sequential response process. Indeed, some research suggests that consumers consider promotional data in two ways. These are both understanding (thinking) and empathy (feeling) at the same time. It led to the creation of a category of different models, known as integration models.

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