Online Marketing with AIDA:
Awareness, Interest, Desire, Action

AIDA Model Online Marketing with AIDA: Awareness, Interest, Desire, Action

AIDA is a mnemonic used in business to represent the marketing process of creating Awareness, Interest, Desire, and Action in consumers. Changes have been made to this model to more accurately represent the process experienced by consumers, including adding the step of satisfaction, but the AIDA model is still widely used due to its effectiveness and simplicity.

Online Marketing with AIDA: The Four Stages

Awareness, Interest, Desire, and Action are the stages a consumer goes through in order to purchase a product. AIDA can be used for branding, as well as specific products and services. The idea behind the model is that each stage builds from the previous stages. A consumer cannot become interested if they are not aware, while a consumer will not take action if they have no desire.

Traditionally, the AIDA model has been represented as a funnel and is one of the earliest versions of the sales funnel. The funnel depiction of AIDA is designed to represent the fact that not all consumers progress through each stage. A larger number of people may be aware of the product, but only a few consumers may reach the action stage. Read about Creating a Successful Online Sales Funnel.

Goal of Marketing with AIDA

The goal of using the AIDA model in marketing is to increase the number of consumers who reach the action stage. A business may have a large number of potential customers in the desire stage, but if it is overly difficult to make the purchase (such as by not offering financing or having too many hoops to jump through) then ultimately the company makes no sales. The reason why many companies now offer financing is to reduce obstacles and improve customer arrival at the purchase stage.

In the case of a company's website, if a customer has to visit multiple pages in order to finish a purchase, then sales may be significantly less than the company's online capacity. Each extra page a consumer has to visit in order to complete a purchase results in more opportunities for the customer to change their mind and fail to take action.

Advertising with AIDA

Understanding the target audience is important when attempting to assist potential consumers throughout the AIDA process. What type of information will grab their attention and move them from the awareness stage to the interest stage? How does the product solve their problems? How does the product benefit them?

One method of organizing an ideal sales page is to discuss an issue or interest that the target audience has, and then lead consumers to the solution of their problem: your product. The more the target market is understood by the business, the more information marketers will have available to target their advertisements.

When making a decision to purchase a product or service, or to take some other action, consumers are heavily influenced by their recent and current thoughts. If the goal is for visitors to sign-up for a newsletter, then consumers are more likely to sign-up after they have read an article they have enjoyed and currently want more. However, if a company ask a visitor to sign-up the moment they reach the website, or if they ask them to take action days later, then visitors are less responsive.

Likewise, if a product solves a problem or satisfies a need, consumers are more likely to make the purchase if they are reminded of the problem, want, or need.

Customers often do not respond well to sales pitches about features. Start with their problem, wants, or needs and how the product or features solves the problem and satisfies their needs.

Reaching the Action Stage of AIDA

Once consumers are ready to take action, psychological obstacles like "uncertainty" cause inaction. This moment is when powerful call to actions are important. Be confident in asking for the sale, provide reassurance, and remind consumers why it benefits them. The fundamental purpose of business is to satisfy consumer needs and wants, so the secret to being successful in business is to focus on successfully satisfying the customer's needs (not the business' needs).

Making it a priority to satisfy the customer's wants and desires will naturally satisfy the company's needs of sales revenue, growth, and prosperity. The wealthiest businesses in the world are the ones that are most successful at serving society.

Article: How to Sell Online with the Marketing Mix

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