A Guide To AIDA Model

"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."

 - Peter F. Drucker

 

In 1898 an American businessman Elias St. Elmo developed the concept of AIDA. This model highlighted the importance and potential of advertising. At that time there were not enough media houses for advertising and communication. 

 

Unlike today where we have numerous media channels at our disposal. There are certain marketing experts that have claimed that they get offers for making around 4000 to 10000 ads everyday. 

 

Comparing the current time with the late 19th century we can say that it is highly unlikely to miss marketed messages now. In this blog we will learn more about AIDA and also some real industries where this model is adopted.
 

Also Read | Types of Marketing Models

 

What is the AIDA Model?

 

The full form of AIDA is “Attention, Interest, Desire and Action”. These are also the elements of this model. This is an advertising model which focuses on the potential of advertising on consumers. 

 

In this model, multiple stages are defined that shows how advertising affects the consumers when they make the purchasing decision. Currently, this model is being used in digital marketing, public relations and similar industries. 

 

In this model, a very simple yet systematic approach is followed by the companies. They trace the purchasing decision of the consumer. The best part of this model is that somehow it focuses on the conscious and subconscious mind of the consumer as well. 

 

Buying decisions are sometimes one on the spot and many times very calculable. The calculable one’s are present in the subconscious mind of the consumer as well. For marketers it is an excellent model as they get to understand every portion of the mind of a consumer.

 

Constant developments are being done in the model. Mainly because point of sale is not considered in the AIDA Model. Therefore, this approach usually seems too simple for people. Imagine a consumer going to an online site and one going to a physical store. 

 

Obviously, marketing techniques will be different in both these situations. So, some developments and variations are done in the AIDA Model like:

 

1. The AIDA Model is replaced with the AIDCAS Model. Adding an extra C and S means focusing on Customer satisfaction and his confidence.

 

2. Adopting a different track i.e. REAN Model. Which is about Reach, engage, activate and nurture.

 

3. Similarly, a new approach NAITDASE. It focusses on need, attention, trust, design, action, satisfaction and evaluation of the customer.

 

So, we can say that companies are changing the model based on their own needs and the needs of the customer.

 

Benefits of the AIDA Model

 

From advertising and marketing point of view, there are many benefits of the AIDA Model :

 

1. The AIDA Model helps to retain the interest of the consumer on a particular product and influences him to buy it. This model does not generate interest of the consumer but rather helps him retain his interest. 

 

It is done by offering insights related to the product, answering all product related questions to the potential customer etc.

 

2. The AIDA Model helps to create a desire for the product in the minds of people. It makes the product look attractive and it highlights the importance of the product in people’s minds. Many brands hire celebrities and popular influencers to create an impact on the minds of people.

 

3. The main objective of using an advertising technique is to sell the product. BY using the AIDA Model, companies can sell more. A person subscribing to an online newsletter is also included in selling. 

 

Direct buying the product is obviously selling. But taking first steps towards buying like contacting the representative is also included.

 

4. The ultimate impact of the AIDA Model is on the economy. Once the consumer purchases, the money starts flowing in the economy. It boosts the economy and offers opportunities to people.

 

Limitations of the AIDA Model

 

Given below are some of the limitations of the AIDA Model:

 

1. This model originated in the late 19th century and now more than 100 years have gone by. There have been some major improvements and innovations in the field of marketing and advertising. 

 

The overall market has changed. Therefore, it is best to say that this model has become quite old now. With this model companies cannot deal with every possible market tactic. 

 

2. The AIDA Model uses a very simple approach. It only focuses on four elements but in reality there are many more elements. This model does not include customer satisfaction which is the main aim of the companies in order to retain customers. So, many important elements are missing.

 

3. This model completely ignores the importance of brand. Brand name is a key component as it defines the reputation of the company. 

 

Most consumers go by brand names when they purchase a product because it shows loyalty, quality and satisfaction to them. Therefore, the AIDA Model does not pay any attention to brand name.

 

Also Read | Types of Marketing Models

 

Elements of the AIDA Model

 

"People don't buy for logical reasons. They buy for emotional reasons." 

- Zig Ziglar

 

AIDA Model focuses on 4 elements - Attract, Interest, Desire and Action. Here is what each element means:

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Elements of the AIDA Model

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1. Attract

 

The first element in the AIDA Model is “Attract”. It means companies should attract the customers. For attracting them they must create awareness by hosting events, sales, exhibitions. The main point is to make the customer aware that you exist in the market.

 

2. Interest

 

Once the customer knows about your existence, the next step is to create interest in your products. You can do so by showing them the features of your products and what advantages it has. 

 

Just like a tutorial video. The main point is to show them that your product will meet their utilities. It will also give them the required knowledge about your product.

 

3. Desire

 

The third element is desire. In this you need to create a need or a desire in the minds of customers. They should feel the need to buy your product. You can do so, by showing them videos of people using your product. 

 

Show them how happy and satisfied the users are. Show them what they are missing by not purchasing. The advertisements should be so strong that people should feel as if they are mentally using the product and feeling the excitement and the usefulness of the product.

 

4. Action

 

The last element is action. In this, people will make their minds about purchasing. To influence them more, you can offer discounts, sales, coupons and do colorful promotions to cheer them up even more. 

 

Use psychological methods to provoke them in buying. Trigger their emotional side and show them the positive effects of using the product.

 

These 4 elements are sometimes combined with more elements to make the AIDA Model even wider and effective. Elements like Reach, Engage, Activate etc are used. 

 

Mostly, these elements cover things like brand value, processes to reach customers, actions that a company takes and others. The things not covered in the AIDA Model are covered through these.

 

Brands that have used the AIDA Model

 

There are many popular brands that have adopted the AIDA Model. Here are two most popular brands that everybody must have heard about.

 

1. Netflix

 

Netflix is already a huge platform in many countries. But when it was launched in India, it faced multiple problems. Number one was the audience in India. Indian people already have access to free content like series, movies and videos. 

 

Why would Indian people pay for content? Netflix has to face this challenge and adopt some creative and influencing techniques to induce the people. Netflix used the AIDA Model by doing the following things:

 

• To attract an audience, Netflix used outdoor advertising. It placed posters of some of the most popular TV shows and web series like Friends, Money Heist, Narcos and others.

 

• They released Indian content on their platform like Sacred Games.

 

• It focused more on the teenagers and young people of India. They launched a 1-month free trial scheme. This attracted so many users to use Netflix for the first time. When they developed a taste in a month they obviously subscribed for the next and subsequent months.

 

• Once, they managed to make a foothold, they launched a lot of content in different languages, countries, genres to retain the customers. 

 

• They also developed a personalized recommendation algorithm that suggested people based on the content they have viewed. Multiple screening on devices like mobile, Smart TV, computer and Tablet were also introduced.

 

2. Adidas

 

Adidas also follows the AIDA Model. This is how they use it:

 

• Adidas is an expensive brand. So, they tell every customer who owns “Adidas” that they are cool. In short, owning Adidas means you are cool. To bring out this feeling in people, they hire multiple sports persons and athletes to do marketing and advertising for their products.

 

• They use catchy lines and slogans to influence people. Their tag lines like- “See possibilities” etc. Moreover, they offer continuous discounts on their websites.

 

• They show the special behind the scene footage in their ads and promotional videos to show the customers how easy and comfortable the top sportsmen are when using their products. Such launch events also show how exclusive their brand is.

 

• By doing all this, sales become very easy. The quality of their products is always superior and by doing such high level promotions and marketing they are successful in engaging customers. By using the AIDA model they are successful in making a desired marketing strategy.

 

Also Read | Offensive Marketing Strategy

 

Just because the AIDA Model is simple, does not mean popular brands do not use it. Brands like Netflix, Adidas and even Apple have successfully used it by making desired changes in their advertising techniques. 

 

Being so old, makes it an historical model that brought a revolution in the marketing segment. With this model, you can add a perspective to your marketing strategies and make them more customer oriented as they should be.