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Do you know how to write advertising text that will attract a huge number of clients? And you don't have to have a great talent for writing. The answer is AIDA!

AIDA is one of the most famous marketing models. This model is based on the cognitive stages that an individual goes through in the process of making a decision to purchase a product or service. Effective performance is usually crucial for your success digital marketing.  

 

How did AIDA come about? 

For that, it may be best to look at Verdi's biography. This famous composer composed many famous compositions, of which Aida is perhaps the most famous. However, the similarity with our AIDA is that Verdi has 4 acts. Like the AIDA we're talking about.

a graph showing the hierarchy of the AIDA model

AIDA is an abbreviation of the word:

  • ATTENTION - to draw attention to a specific product
  • INTEREST (interest) - arousing the customer's interest in a particular product or service, so that he begins to research further and inquire about a particular product
  • DESIRE - wants the customer to have the product
  • ACTION - inviting the customer to take the next step leading to the purchase of a product or service.

 

Simply put, the AIDA model leads the customer to get to know a certain product, to like that product and to buy it in the end.

 

How does AIDA work?

A - ATTENTION or AWARENESS 

The first phase focuses on distractions. The goal of this phase is for as many people as possible to learn about a particular product. This is achieved by advertising, and by advertising through all available media platforms, of course, taking into account the price of advertising. How are they social networks relatively new type of advertising, so new methods are used in advertising, and one of them is the cooperation of the brand with influencers.

a hand holding a megaphone

I - INTEREST 

From the people who found out about the product in the first phase, a certain number of those who are interested in it stand out. They want to know more about that product, they want to know the details about the product and how it can be useful to them. Some of these details may be included in the ad itself, but it often happens that individuals want to know more about the product they are interested in, so for example they will search the Internet to see, for example, the specifications of the mobile phone they are interested in.

 

D - DESIRE 

From the number of people who have shown interest in the product, a certain number of those who develop the desire to have that product stand out again. These people are potential customers. At this stage, they have a clear desire for a particular product or service. In addition to the desire, at this stage there are certain "obstacles" for the customer (such as the high price of the product).

 

A - ACTION

Those who "overcome the barriers" to buying a particular product take action and become customers or clients. There are techniques that "help" customers to decide on the last phase of the purchase, ie. to overcome obstacles. These techniques are based on behaviorism or the psychology of behavior of potential clients. 

the girl holds bags in various colors

One of the ways to attract the attention of a potential buyer is to place ads in unusual places. This is called "guerrilla marketing". Also, there is the factor of "shock" or attracting attention using, for example, provocative photos.

Encouraging the desire for a certain product is done in different ways, and what is important is to show the potential buyer why he needs that particular product. This is done by highlighting interesting facts about the product and showing its benefits, which leads a potential buyer to want the product even more.

 

Is the AIDA model good for everyone?

Some criticize the AIDA model, saying that it is too simple and that the same way of advertising different products cannot be used (for example, buying a car in a car showroom is not the same as buying sneakers online). That is why there are variations of the AIDA model, and some of them are:

 

  • AIDCAS - here are added the words CONVICTION (belief or conviction in the desire and need of a potential customer to have just that product) and SATISFACTION (satisfaction with the purchase)
  • NAITDASE - the words NEED, TRUST, SATISFACTION and EVALUATION have been added.

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Made by Ana Korolija - Senior Copywriter @Digitizer