AIDA Model: Meaning, Application Examples, and Advantages and Disadvantages

One of the marketing efforts to create a creative and attractive campaign for consumers is by using the AIDA method.

In today's digital era, a brand will depend heavily on the marketing strategy they use.

If you want to understand how to create an attractive campaign, studying the AIDA model is the right way.

So, what exactly is this strategy and how to implement it? Read more below!

What is AIDA?

Quoted from Indeed, AIDA is an acronym that stands for Awareness, Interest, Desire, and Action which describes the thought process or consumer journey before deciding to buy a product or use a service.

In simple terms, the AIDA process is described as below:

• Awareness or attention: when consumers begin to know that there is a product offered by a particular brand.
• Interest: when consumers begin to find out and learn about a product.
• Desire: when consumers begin to be interested and feel the need or desire for a product.
• Action: when consumers decide to try and buy a product.

In some cases, many marketing professionals also include the fifth stage, namely Retention, which describes the consumer's thought process.

Usually a brand uses this method to form and distribute marketing strategies that are in accordance with the target audience.

AIDA itself was previously an advertising principle used by Elias St. Elmo Lewis and began in 1898.

He stated that good advertising is one that attracts attention and makes consumers believe.

In its development, this principle is known by the acronym AIDA and is still relevant for marketing today.

Examples of AIDA Application in Marketing

According to HubSpot, to apply AIDA in a marketing strategy, a structured plan is needed so that at each stage, consumers are increasingly interested in your brand.

Here are examples of applying AIDA in marketing that you can do:

1. Attention

At this stage, a business must be able to make consumers aware of the product. Then, how to implement a strategy that can reach consumers and what message you want to convey to the platform used.

If the content you create can attract attention and increase brand awareness, the chances of consumers being interested in what your business offers will be greater.

In its application, the role of content marketing is very important. If you create interesting content that can solve consumer problems, of course it will attract their attention and focus on your brand.

2. Interest

After the audience has paid attention to your brand, they will start to learn about the product and the benefits and solutions offered.

The goal of this stage is no longer to get them interested, but to make them like your product.

To reach this stage, you must prepare informative and persuasive content. If the first stage in the AIDA method is to attract attention, this stage is the time for you to maintain that interest.

An example that is often applied to the Interest stage is content that answers the question 'why' or a particular problem. Then, your brand is present as the solution.

3. Desire (Making Consumers Want the Product)

Everyone will choose a product that they know, like, and trust.

The 'know' and 'like' parts should have been achieved in the first two stages of using the AIDA method.

In the third stage, you must be able to make consumers want the product. How to change interest into a desire to have your product.

That is why at this stage, you must be able to gain consumer trust. Testimonials and good service in this case play a big role in its implementation.

4. Action (Making Decisions)

After you make consumers want the product offered, the next AIDA stage is to ensure they make a purchase or Action.

This is why call-to-action also plays an important role in every content you create.

CTA must also be made as clear as possible with a flow that is not complicated so that it can be accessed easily and effectively.

Advantages and Disadvantages of AIDA

The AIDA model is one of the important models for understanding what kind of approach is right for consumers.

This model will make you more focused on what you want to do at each stage before purchasing.

Advantages

Here are some of the advantages:

Provides a comprehensive understanding: this strategy helps you to more specifically understand each stage of purchase and learn market knowledge well.

• Understand consumers better: this method provides more insight into customers' behavior. This will make it easier for you to understand consumers, know their needs, and improve brand interactions and relationships with consumers.
• Market updates: market updates or updates on market conditions can be provided through the use of the AIDA method. Brands will find it easier to get information about current trends and can adjust plans to these changes.
• More connected to consumers: through this strategy, a brand will be more familiar with what makes their consumers interested. So, it is easier to know their needs and the interactions they prefer.
• Save time: the use of this strategy also focuses very much on each stage so that it does not waste time in planning and implementing it.

Disadvantages

In addition to the advantages, you should also pay attention to some of the disadvantages as below:

• Outdated: this model is considered outdated, this is because it has been used for a long time so that not all of it will be relevant to current marketing efforts. The world of marketing that has developed and varied makes this strategy considered no longer able to accommodate several types of marketing strategies.
• Lacks some important components: AIDA is known as a very straightforward marketing model. This strategy only focuses on four stages, while current marketing strategies already include many more activities and components. This method also does not include components such as customer satisfaction.
• Cannot be used for branding: having a good brand name is important. The AIDA model does not include the aspect of brand reputation so it cannot be used for branding.

 

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