The AIDA Model in Internet Marketing
There is a stereotypical view that marketers and advertisers are constantly creating a new creative product. This is true, but only in part, because in their work they are guided by people – their expectations, needs. The psychology of perception of new information is necessarily taken into account, and in this modern man has not gone very far from his predecessors. And for more than a hundred years they have been using the AIDA model to establish contact with their potential client. What it is and how this formula is used in Internet marketing will be discussed further.
What is the AIDA Model?
Back in the distant 90s of the 19th century, the American author St. Elmo Lewis published a small material, which described the formula for a successful impact on consumers – AIDA. The marketer built on his successful experience in developing the concept of advertising campaigns and later shared it with his students and colleagues. Initially, the model was conceived for oral interaction, but later it began to be seen as a universal scheme for brand perception.
The essence of the idea is to track what stages each person who encounters an advertising offer goes through. Next, the marketer offers his consumer the best way that will lead to the right decision – the purchase of the advertised product. For all subsequent years, this algorithm was revised more than once, new formulas were created (for example, ACCA, DAGMAR and others), but advertisers again and again returned to the classics.
The AIDA formula is still relevant and is successfully used in marketing, online sales in the field of public relations. Such a universal scheme is interesting for its simplicity for use by specialists and at the same time for its depth, which is based on the psychological characteristics of human perception.
How does the AIDA model work?
The universal AIDA algorithm in marketing is based on the fact that the behavioral responses of the average person to a stimulus are often stereotyped. This principle is precisely the basis of the sales funnel. To lead the consumer to the final – the decision to purchase a particular product, and you will need to go through several stages with him sequentially:
- first you need to surprise, “hook”, attract a potential client;
- The next task is to interest the person. As a result, the user has the thought “I like this”;
- after the consumer is interested in a product or service, the next stage is to arouse in him a desire to purchase a product, shift his thinking to “I want it”;
- the ultimate goal is to initiate active action and push to buy a product or order a service.
Thus, the AIDA model states that attracting attention leads to interest, then a desire is formed, which is a stimulus to action.
Features of the AIDA model
The AIDA sales technique focuses on one thing – generating sales/conversions of a business product or service while clearly articulating the company’s offering.
For this mechanism of psychological impact on the user to work, several conditions must be met:
- you can not swap stages or skip any of them;
- it is important to find out in detail how your client “lives”, how he can be surprised or interested;
- it is necessary to imagine what desires he may have (sometimes unconscious).
The answer to the question of what AIDA is lies in the understanding that you need to “give a fairy tale” to your consumer – positive emotions, the pleasure of making a purchase, the feeling of joy from owning a product. The formula is focused not on closing needs, but on showing how to make it so that there is a desire to become the happy owner of the advertised product. So AIDA is a story about the hidden mechanisms of the human psyche.
AIDA Model: Pros and Cons
Among the advantages of the AIDA model, experts call:
- versatility in use. This formula can easily be used in feedback-driven advertising (such as direct sales) and without feedback;
- simplicity. Based on this formula, even a novice marketer will be able to offer a product promotion strategy that will work;
- efficiency in the field of sales of the basic consumer basket;
- measurability. At the end of each stage, you can measure the effectiveness and KPIs;
- the opportunity to show creativity and creativity, which is especially important in advertising.
In addition to the positive, there are undoubtedly negative sides to the 120-year-old formula of influence. First, some of her opponents consider her too primitive. But there is a counterargument here. If you use it as a basis for your marketing strategy as a whole, then this is a real solution. Secondly, do not use the AIDA formula in advertising for expensive products or those that are designed for specific categories.
Where does the AIDA marketing model apply?
Whether it’s search engine optimization, display advertising or digital PR, the marketing model can be used to communicate with the target audience at different points of contact with the brand on the Internet.
For search engine optimization strategies, a conversion funnel can be used when creating content on a website. When users are at the top of the funnel, in the awareness and informing stage, they are more likely to be unsure what product or service they are really looking for. They simply skim through the material and collect additional information before making a choice.
Promotion further within the site, adding extended information about the product increases the value in the eyes of the user. The improvement of the bottom of the funnel is implemented in adding customer reviews, interesting cases, conversion elements – everything that helps the consumer make a purchase decision.
In this example, we want to emphasize the universality of the formula and the fact that it can work not only in direct sales (which is what it was developed for), but also in digital communications of the 21st century. And, of course, network marketing, the advertising industry cannot do without it today.
The use of AIDA is also useful for remarketing , which will make it possible to motivate the client to reopen the site from which he left.
AIDA formula in advertising
Now we propose to consider in more detail what AIDA is and how exactly to organize the process of psychological influence.
Attention – attracting attention
Marketers do not always pay attention to the fact that the consumer must first select your advertisement from the information flow. Unfortunately, some people think that the product or service has already attracted interest. In any case, you should not be sure that the user’s eyes have stopped on your text.
One of the best approaches to capturing consumer attention is the so-called creative breakthrough—breaking existing patterns of behavior with a creative message. You can do this in several ways:
- place ads in unexpected places . For outdoor advertising, this can be right after the traffic lights at a busy intersection, for magazines – on the 4th page of the cover, for advertising banners on the Internet – at the top of the page or on its right side, for YouTube ads – at the beginning of the movie, and so on;
- create a shocking image or decide on a provocation, for example, using non-standard visualization . For text ads, a clickbait headline will help. For him, by the way, the rule of “exclamation in the kitchen” applies. That is, that headline can be considered successful, which people are ready to repeat, talking about what they read to their family;
- personalize your message . Every person likes to be taken care of, worried about solving his problems. This principle is most often used in targeted advertising. When it is customized according to the interests of the audience, it is more likely to be noticed.
That is, the main task at this stage is to convey to the potential client the information that your brand exists.
Interest – call of interest
It is very difficult to draw attention to your product, but it is even more difficult to arouse interest in it. For example, if a product or service is inherently unnecessary or unattractive, it will be very difficult to do so.
This step involves expanding the information about your product, but with an emphasis on how useful and beneficial it is for the consumer. Here, stories about situations where the product can be used, an emphasis on unique properties, drawing attention to environmental friendliness, etc. are appropriate.
In any case, at this stage we expand the information about the product. In digital communications, this can be done with the help of content. To do this, you have to make sure that the advertising information is divided into parts by subheadings and is easy to read. It is necessary to focus on what is most relevant to the target audience, and try to convey the information concisely and succinctly. Regardless of how you choose to hold onto interest, it’s critical to continue moving consumers to the next stage of the AIDA model.
Desire – the formation of desire
The second and third stages of the AIDA model go hand in hand. The third step is the best one for talking about the USP and the benefits of the product. At this stage, potential customers may already want to buy, but are not yet ready to take the last action – for example, click the “pay for the order” button.
What can a marketer do to push the user? Most often this becomes real if:
- demonstrate what the product is like in real conditions – this is best helped by video content;
- create restrictions on the duration of the action;
- offer the consumer free shipping or a discount on related products;
- for fashion products, tell about additional guarantees.
In any case, it is better to focus on the value of the brand for a potential client.
Action – an incentive to buy
The final step of the AIDA model is to get the consumer to take an active action. The ad should end with a call to action—a statement that is designed to get an immediate response from the consumer. For example, the landing pages of the Sweet.TV online cinema ended with a convincing offer to subscribe for seven days for 1 hryvnia.
Sweet.TV communicates how user-friendly the product is, emphasizes its value, and then encourages viewers to sign up for a trial.
Good advertising often evokes a sense of time pressure that encourages consumers to act now and quickly.
Conversion elements on the site will work great as a last reminder – feedback form, callback, registration. Keeping the ordering system as simple as possible helps keep new customers flowing smoothly.
Satisfaction – satisfaction
Modern marketers have somewhat expanded the AIDA model by adding another stage to it – purchase satisfaction. The thing is that the user will return again for the product if he has experienced this feeling.
Psychologists will tell you that a sense of satisfaction can arise when:
- any need is realized;
- the person is satisfied with the purchase process;
- society positively evaluates the fact of purchasing goods;
- the client likes the result.
This stage in marketing is necessary for the formation and retention of customer loyalty. The addition of this stage improves AIDA sales results.
How to apply the AIDA marketing model?
In order for the impact on the consumer to bring results, it is important to determine for yourself what you know about your target audience. Try to answer these questions in stages:
- Attention . What surrounds your potential client? How do your competitors attract attention? How can you stand out from them? What methods of attracting customers have not yet been used in your field of activity? What ideas can be applied from other directions?
- Interest . What is the originality of your commercial offer? your product or service? How to establish communication with a potential client? Which form will be more effective – contextual advertising, a landing page, an ad on Google Maps, or something else?
- Desire . How will your product help the customer? Will there be tangible changes in his life? Which? What values of your company and your brand do you want to tell your client in the first place? How to make it short and succinct?
- Action . What path should a potential buyer take to become the owner of the advertised product? Where is the best place to place triggers so that they work? And how not to play with it?
Understanding what is interesting to the user will achieve the desired effect. Remember that marketers work for people and texts, creatives are created for them, new products are developed. It is no coincidence that in the latest updates of search engines, the convenience of the site for users is at the forefront. Control the entry points to the site and track which pages people leave. Regularly update your web resource and accounts in social networks, taking into account the data received. This will bring you a conversion.
An example of applying the AIDA model in marketing
You can increase AIDA sales if you combine it with various tools used in online marketing:
- search engine optimization . Effective content is one of the methods to attract visitors to the site. Elaboration of the CL and selection of those keys that are of most interest to the user will allow the site to be raised in the search;
- targeted advertising . Learn more about the problems and “pains” of your potential customers and focus on this when creating visualizations and customizing for different audiences. So it will be possible to interest different groups of target audience;
- digital PR . Tell about your business on different platforms, help your client imagine how his life will change if he becomes the owner of the advertised product. This will form his desire to purchase a product or use a service.
It is important to track how the tools work with the help of CRM systems. Otherwise, you can lose precious time.
An example of using the AIDA model in sales
The AIDA model also works effectively at every stage of sales. For example, this is a universal plan for writing text for an e-mail newsletter, the structure of a blog article or a selling landing page. Let’s check:
- title . With its help, we will “hook” the user, we will attract his attention for a split second;
- first paragraph, announcement or lead . Here we will take out the problem of the client, we will interest him;
- main text. By talking about the values of our brand, we will form a desire to try a new product;
- conversion elements, echo phrases . With their help, they push a person to commit an active action.
AIDA sales can also be used as the basis for a promotion strategy in general.
In conclusion, we emphasize that AIDA marketing will enable you to “hit the bull’s-eye” and strengthen your company’s position both in offline business and in promotion on the Internet. Understanding user psychology and applying this knowledge to developing an advertising strategy will allow you to scale your business and increase profits.