What is AIDA?
The AIDA acronym stands for Attention, Interest, Desire and Action. It is a model used in marketing that describes the steps a customer goes through the process of purchasing the product.
How does the AIDA model work?
The AIDA model is based on four stages that help to attract interested parties who are deciding on a product or service.
- Attract Attention: The product must be an “eye-catcher” and attract the consumers’ attention. It can be achieved by a unique brand endorsement or creative advertising.
- Maintain Interest: After the attention of the potential customer is piqued; their interest in the produced and service should be aroused.
Example: A detailed and clear information about the product is presented, for example, the product description on a website, a product brochure or flyer, photos, or video clip of the product.
- Take Action: As soon as the desire to buy is aroused, this must be transferred into action, that is, the purchase. It can be done by moving the buyer to interact with the company directly and taking the next step ie. joining the newsletter, making the phone call or engaging in live chats, etc.
Example: In the case of online shops, this would ultimately be the shopping cart process, in which a customer is led to a conversion. The customer can be encouraged to buy the product with a call-to-action.