AIDA is a model that describes the customer’s shopping path. In this way, the brand can prepare a marketing strategy that will be tailored to the intentions of the recipients, which will positively affect the effectiveness of the actions taken. However, it is worth knowing how AIDA works in the online market.
What is the AIDA model
The AIDA model allows you to visualize the customer’s journey, from the moment of interaction with the brand, to the execution of the transaction. The whole thing consists of four stages:
The AIDA model should be presented in exactly this order because, to put it simply, it is the customer’s purchasing path. It is worth knowing, however, that such a marketing archetype was designed in an era when the Internet was not yet available on the market – at the turn of the 19th and 20th centuries to be exact. And while it is still relevant, you should read it more carefully to understand how your customers are behaving. In the first stage, the brand or offer should attract the attention of the recipient, and then generate interest. Then, according to the AIDA model, the organization should act in such a way that the recipient literally needs the product or service (building desire). The last stage of the purchasing path is action, i.e. the execution of the transaction. This model is universal and works well for online and offline companies.
AIDA: who created?
Elmo Lewis, who dealt with advertising and sales, is responsible for creating the AIDA model. Since then, the four-point list has been widely used to determine where the customer is in the shopping path. It is also a way to build an optimal advertising strategy that will attract potential consumers.
Since the development of the AIDA purchasing path, many marketing specialists have also designed their own models, which were mainly based on the path proposed by Lewis. The most popular – and at the same time effective – is 5A. This is a variant from Kotler, which consists of:
In this way, Kotler wants to replace AIDA so that brands can better understand the intentions of the recipient, i.e. in this case the user who uses the Internet on a daily basis. The author of 5A points out that communicating with the community as well as building awareness is extremely important. The modern consumer asks many more questions and makes wise decisions, often based on the opinions of other customers.
AIDA in marketing
Although many specialists – for example, such as Kotler – indicate that the AIDA model is beginning to be replaced due to the development of technology, it is still a proven source of information about the purchasing path and consumer behavior. By acquiring data in this way, a brand can prepare an appropriate advertising strategy. The AIDA model is a marketing aid. The company thus determines exactly what actions to take so that a potential customer can move from one “point” on the path to another.
An example AIDA model looks like this:
Attenction: The brand uses paid advertising on the internet to build recognition.
Interest: the published materials are specific and created in such a way as to intrigue the recipient.
Desire: the company builds the need to buy from the recipient, convincing with benefits and presenting RTB in an attractive form.
Action: the customer makes a purchase and then recommends the product to friends or other internet users.
At different stages of the sample AIDA model, different marketing channels should be used to stimulate the behavior of the potential customer. The consumer should move smoothly from point one to point four.
AIDA in an internet company
AIDA is referred to as a hierarchical network model because it assumes that potential customers move along the path in steps, from the first to the fourth. Modern concepts work in a similar way as the aforementioned 5A. The hierarchical model of the AIDA network in an Internet company can be “superimposed” on a sales funnel, dividing it into 4 stages. Then the implementation of sales and advertising activities will be much more effective.