The AIDA model was developed in the year 1898. Since it’s inception the model was been providing successful guidance in the area of advertising and marketing communication.
The AIDA model is a model used in marketing which describes the steps or stages that a customer goes through in the process of purchase, from awareness of the product till the purchase decision of the product.
Many customers get familiar with the brands through advertisements and marketing, the AIDA model helps in explaining how a customer comes in contact with the brand, understands the advertising and marketing message and chooses the brand.
What’s in it for me?
- Hierarchy of Effects
- What AIDA model stands for?
- How to use AIDA model?
- Example of AIDA Model
- Conclusion
- FAQs
HIERARCHY OF EFFECTS
The AIDA model consists a hierarchy of effects at different stages that a customer passes through before coming to a purchase decision. This hierarchy includes:
COGNITIVE
– Awareness
First, the customer gets aware of the presence of the brand in the market with the help of advertisement and marketing communication performed by the brand.
– Knowledge
The customer then gains some knowledge about the brand from various sources such as shopkeepers, advertisements, word of mouth, etc.
AFFECTIVE
– Liking
After getting the knowledge about the brand and its products, the customer starts liking the brand because of the ability to satisfy the needs and wants of an individual.
– Preference
Once the customer starts liking the brand, it will give preference to that brand over the rest of the brands present in the market.
CO-NATIVE
– Conviction
The customer then gets convinced by the brand which satisfies his needs in the best possible way compared to others.
– Purchase
Finally, the customer makes up his mind for the brand and makes a purchase of the product of the brand which he/she likes.
Also read: Brand Positioning- 3 effective steps to Brand positioning
WHAT AIDA STANDS FOR?
A – Attention or Awareness
Getting aware of the brand or giving your attention to the brand because of the advertising and marketing communication done by the brand.
I – Interest
Developing an interest for the brand because of the liking and need satisfying ability created by the brand.
D – Desire
Desiring to own the products or use the services of the brand in order to satisfy an unsatisfied need or want.
A – Action
Action here means going ahead and making the purchase of the products or services of the brand after coming to a final decision.
HOW TO USE AIDA MODEL?
The AIDA model is a formula which if applied properly can provide extremely good results. It can use by following the below steps:
USING AIDA MODEL
- Attention
As the name suggests, the first step is to grab the attention of the target customer.
- Interest
The next step in implementing AIDA is Interest. This step concerned in generating the interest of the target customer. The brands can successfully created interest among their target audience by explaining them that the problem that they are facing can have negative impact on their lives.
- Desire
This is the stage where the marketers can show that their products or service can solve the problems faced by the target audience. Here, the marketers can explain the features and benefits of the products or services that they provide and how that will bring positive changes in their lives by satisfying their needs.
- Action
Once the desire is created successfully, the promoters should persuade the target audience to take an action immediately. Marketers can create this urgency by offering the product or service with a limited period deal or by providing special benefits to the ones who act immediately.
Attention
The attention of the target customer can be grabbed with the help of advertisements and other marketing communication methods adopted by the marketers of the brand. If the customer is not aware about the brand then these efforts will also work as an awareness creating campaign.
Interest
The brands can provide this explanation in the form of ‘Storytelling‘ or by using several other methods which can make the target customer feel personal and understand that the promoters are talking to them and no one else.
Desire
The explanation can be done by illustrating the situation before and after using the products or services. It can also be done by showcasing the review of an existing customer and the positive changes in his/her life after using the brands product or service.
The target audience must be able to see how your products will be able to bring positive changes in their lives. If this stage if done appropriately, then the customer will be ready to go for the next stage i.e. purchase.
Action
In order to make them take action, a marketer should make it easy for them to reach you. It can be done with the help of providing contact details wherever possible or calling the target customer in case the data is available. In case of online marketing, placing purchase buttons where the customer can click and buy.
For more discussion on designing advertisement, read: Advertising Program – 5 steps to design an effective advertising program
Limitation of using AIDA Model
Though using AIDA model can provide results, it does have some limitations as well. Few of the limitations are:
- The model does not provide details on post purchase behavior such as satisfaction level, repeat purchase, reference to anyone, etc.
- It is a one way speaking model rather than a conversational model. It talks to the target audience rather than with the target audience. Talking with the target audience may prove to be more effective rather than talking to the target audience.
- The model also focuses on one time event i.e. one time purchase, hence does not help in creating a long term relationship.
EXAMPLE
Netflix
Attention or Awareness
Netflix when entered India used several advertising platforms such as Television, YouTube, Print Advertisements, Social Media, etc. Through these advertisements Netflix was able to generate awareness about it. By promoting repeatedly it was able to get the attention of the target audience.
Interest
In order to generate interest of the target audience Netflix promoted their advertisements which conveyed one month free trail for new users. This allowed them to experience it.
Desire
As the target audience landed on its website or mobile app, they got an exposure of the overall content, benefits and features available on Netflix. The features and benefits include:
- Uninterrupted video streaming
- Access to Netflix exclusive content
- Content of various film industry
- Download Option
- Offline Viewing option
- Multiple screen viewing
- Usability even in low speed devices
- Start from wherever left
- High definition video quality
These features and benefits provided seamless experience to the viewers which created desire in them to keep enjoying it.
Action
Once the user gets comfortable and used to the service during the free access of one month, Netflix then converts them into final customers who subscribes it and start paying for having that entertaining experience. The action here stimulated by the variety of subscription plans available at different prices.
The user can select the plans according to the benefit he/she wants and the price he/she is willing to pay. Another option which makes the users act immediately for going for a subscription is the option to stop the subscription any time.
This is how Netflix used AIDA model to crack the Indian entertainment market and so far, it has been fairly successful in doing that.
Also read a unique concept of understanding consumer behavior through Neuromarketing- Revolutionary Change in Understanding Consumer Behavior.
CONCLUSION
Blog consists an elaborated study on what customer goes through while purchasing a product. You’ll also learn what is hierarchy of effects, how to apply this model and an example also covered.
FAQs
Generally, this model is used to find out what exactly customer goes while purchasing a particular product. This model is used while designing an advertising campaign.
Advertising over Social Media is known as Social Media Marketing. Digital Marketer can optimize SMM with the help of AIDA and can get better results.
To know more watch Social Media Marketing by Sahil Khanna
