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Working in the digital world has given you the value of a well-targeted advertisement, that is a marketing strategy that encourages customers to look for your products and services on the web.
These impressive attention-seeking works are easily seen when you choose phones on the internet,
The question is what made you choose: Apple over Samsung, or Samsung vs Sony?
Was it their exciting offer, holidays sales or a new app or service that made you choose them?
Look at the picture of the ebay home page with the “special offer” CTA along with “Today For You” making a luring offer for their customer to explore their site.
Ads are the type of bait needed to entice your customers to come to your brand for specific products and services.
Making your brand reach your customers to the time the users actually buy the product or service, your companies are strategically analyzing the behaviour of your customer and are trying to influence them at every stage of the sales process.
Now, this is all done with the help of the working model: AIDA model Marketing.
And in this blog, I would help you understand and use the AIDA model marketing for attracting more customers for your business.
Let’s get started by working on the basics, that is, what is AIDA model?
Before we go on understanding what the AIDA model is, I would like you to watch this video.
What Is AIDA Model?
The AIDA model is basically an advertising, and sales teams target to achieve every touchpoint during a customer’s purchase journey.
The AIDA model is used in marketing and it describes the customer’s journey during the sales process. You can say that blueprint that marketing.
And according to a blog by Douglas Mackellar on Reflection of Marketing,
“The AIDA model comprises four stages: Awareness, Interest, Desire and Action (as the acronym suggests), for which marketers strive for the “think, feel, do” response from customers.”
That is marketers would like an easy, solidly made decision by customers that results in promising direct and indirect material costs, as well as service costs dealt between you as marketer and your customers.
AIDA framework works as an advertising effect model that highlights the stages that a person goes through before making a purchase.This means analysis of a customer’s journey by breaking it into 4 major steps or stages, that AIDA stands for are:
A – Awareness,
I – Interest,
D – Desire, and
A – Action.
This model is also called the purchase funnel and particularly shows a customers’ journey through the AIDA framework.
So, let’s elaborate the AIDA framework with some explanation and AIDA model examples.
AIDA Marketing Funnel + AIDA model examples
Getting the basics underhand, the AIDA framework has 4 key stages for the sales process of your company’s products and services in the graphical representation shown below.
Now, let’s discuss all these stages in detail.
Stage 1: Awareness
The first stage of the AIDA framework is awareness.
In the AIDA model, awareness leads to your brand gaining or regaining traffic and your brand is highlighted in the eyes of customers as a helping hand through understanding of your products and services.
Done through advertisements or word-of-mouth, your brand can reach customers at the corners of the globe today.
But this is up to you. That is how you display your ad.
Some types of advertisements that can hold your customers attention are Captivating ads, Personalized messaging, or Intelligent targeting.
Say, you run a food delivery app and your target audience is the young generation.
Now, you should invest in being highly active on social media platforms than on print ads.
According to a statistic by backlinco,
“60.99% of the 7.87 billion people in the world use social media, of eligible audiences aged 13+, there are 63% that are active users.”
Because of course with pandemic and lock down lurking around in 2020-21-22, the Young Generation is more active on Social Media.
Let’s talk about the AIDA model example: Mini Cooper.
The image below shows the attraction of more customers with what Mini Cooper company did.
They used Guerilla marketing strategy by placing giant cardboard cartons with tons of gift wrapping on the streets of Amsterdam.
This mini package became a real eye-catcher and attracted many passers-by who stopped, looked at it amused and even laughed, making videos, taking photographs, etc.
This campaign was a complete success with the attention-grabbing concept being unique, that makes the audience remember the ad and the product very well.
You can also implement these types of out-of-the-way strategies to attract your target audience.
As I would say,
People Buy From You, When They Like You And They Like You When They Know You.
Conclusively, the first stage was to tell them about you.
Stage 2: Interest
The second stage of AIDA marketing funnel is increasing likeability.
That is increasing engagement of your traffic with your products and services.
So, the AIDA model marketing stage of interest is basically where your company is trying to gain or regain the interest of potential leads and customers that may convert in the near future.
Now, being the most important stage your customer must feel attraction to your product providing value to them in customers mind or they would never reach the purchasing stage of action.
So it is very important to deliver the message in a crisp and personalized manner that suits the profile of the targeted audience. As per the statistic below 88% US marketers reported improved business by 10% due to personalisation.
So, the focus of the product should communicate the needs of the consumer.
This would result in your customer taking the extra step of exploring the product to discover how it may benefit them.
Let’s consider the Adidas AIDA model campaign.
Did you notice the caption?
“Every Team Needs The Spark”
Adidas used this caption along with Messi’s picture are the main advertised products to attract the audience interested in sports.
The shoes are representing fast performance, and the caption depicts the same imagery.
Now the customer is definitely going to get curious and look up to what exactly the campaign refers to and how “the spark” can be added in their life.
Similarly, these types of campaigns can help you generate customer’s interest in your products or services if you use the right CTA, imagery and influencer of media.
Stage 3: Desire
When the king of your sales, your customer starts craving your product or has started doing further research on certain product and services, to know should they buy it, what benefits they could get after making the purchase.
At this stage of questioning regarding quality, variety, speed in order to get clarity of their doubts. You have succeeded and Stage 2 of AIDA model, that is interest and earned their interest in your products and services.
The Desire of the customer is clear, so at this stage, I have termed it to be the “Game Changer” of the AIDA marketing model.
Because here, your skill as a marketer is trialled and tested. You have to change your visitor’s mindset from
“I like it” to “I want it”
And at the same time, you need to show them how your product is going to solve their problems by showcasing its features and benefits that would be useful to your customer.
Here, the AIDA model for Coca-Cola is taken to understand the desire of customers to be captured by marketer over their products.
Look at the picture below they introduced their new product that is Coke Zero.
They marketed this product by telling everyone about how great the beverage tastes without the calories, basically showing consumers that they can maintain their good shape while enjoying their cold drink.
Let’s take another example.
Do you guys remember Wendy’s “Where’s the beef” campaign?
Yes, we are going there!!
Look at the picture below, showing three old age women
This advertisement basically highlighted the fact that Wendy’s hamburgers contained more beef than any of their competitors.
This created a long route for these types of ad campaigns that targeted customer-tailored products and services that bring them conversions of your visitors into customers.
Stage 4: Action
Now the last stage of the AIDA marketing funnel is the action stage, where the actual magic happens.
Magic happens at least for marketers, that is, the customers who make the purchase.
This stage where you bring your audience to take immediate actions and your business has earned revenue.
So, let’s understand the hard work behind the magic.
Say, you own an e-commerce website, the aida framework’s next stage is for a desired product and services to be bought by the customers.
Making the visitors purchase your product online by clicking the buy button without scrolling for other products. This can be achieved by offering limited-time offers or discounts.
Yes, well creating situations of urgency while keeping customers engaged is a tactic that works in this step.
Look at the picture below, the customer is basically lured to buy the product by stating “It’s your lucky day” and with master stroke of a “20% Off”,
So, the best AIDA model example for “action stage” is Amazon
Because Amazon does it all the time. Amazon believes in action and the steady process of AIDA as it encourages purchases
The purchases are encouraged through ‘EMI options’ and even have an option to enable a no-cost EMI which is credit card based. And there too amazon has partnered with the bank.
Now, this enables consumers to buy gadgets or durables or any other accessories even when they’re running on a tight budget.
Look at the informatics below.
So this AIDA model marketing, if used properly, can provide significant benefits in the future.
So, categorize the things based upon this model and how you can Map out the Journey of the Visitors.
Once it is done, you can start your marketing and sales for your products and services based upon the AIDA model.
This would definitely make a significant impact in your sales.
Bonus: AIDA MARKETING STRATEGY
Being simplistic in its framework, AIDA marketing model and design has been criticised for not considering different possibilities during sales.
And with AIDA marketing varying and different points of sales along with customers opinions and queries. There have been different changes as per the requirement.
Some such variations of AIDA models are:
1 AIDCA (Action, Interest, Desire, Conviction, Action) model
2 AIDAS (Action, Interest, Desire, Action, Satisfaction) model
3 REAN (Reach, Engage, Activate, and Nurture) model
You should think about the AIDA model that drives about an AIDA approach because it simply isn’t a tool for conduction of customer generation but better defines the approach towards your customers, so that they can be attracted to and attentive towards your product.
Your company along with the team, its reps and other such employees that are working closely towards a Sales or closing of the deal.
For more marketing tips and services, you can schedule a free-of-cost 30-Minute Strategy session with our experts. In this call, our experts would discuss your business and provide you with the free strategies that you can use to boost your sales and revenue.
1. What Is The Impact Of The Aida Model?
Big brands and businesses uses the AIDA model to determine what kind of message thay should share with their audience at each stage of buyer’s journey. The consumer moves through each stage to take the desired actions.
2. What is the AIDA model in marketing?
The AIDA model works same in the marketing. It has all the 4 stages that a consumers goes through.
3. Which brand uses the Aida marketing model?
Companies like Nike, Coca-Cola, and Apple are well known for using AIDA marketing. They have mastered the skill of identifying their target market. In every media, brands run compelling, attention-grabbing commercial commercials.
4. Is the AIDA model still relevant?
Yes, absolutely AIDA is relevant in today’s market as well. You can apply it in any format, regardless of format, medium and tactic.
5. Why is AIDA important in marketing?
The main reason why you should use AIDA model in marketing is because if its simplicity. This simple model of marketing has made it relevant in today’s market as well.