Attention Interest Desire Action: this 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.
AIDA algorithm in marketing is based on the fact that the behavioural 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, 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.
The advantages of the AIDA model are the following:
- Flexibility. 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.
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.
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 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.й
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.
Action – an incentive to buy.
The final step of the AIDA model is to get the consumer to take active actions. The ad should end with a call to action—a statement that is designed to get an immediate response from the consumer.
Good advertising often evokes a sense of time pressure that encourages consumers to act now and quickly.
