AIDA is perhaps the most well-known model in marketing. Whether we realize it or not, we often unconsciously apply this model to our daily lives, encounter it in the communication strategies of many companies, or in short content snippets on social media...

So what is the AIDA model and how do businesses apply it in Marketing? Let's explore the detailed information below.  

The AIDA model describes the journey a consumer goes through before deciding to purchase. The four stages are: Attention, Interest, Desire, and Action. The model is closely related to the customer's shopping journey, thereby helping businesses develop appropriate strategies to boost sales.

Accordingly, the marketing task is to draw people's attention to the brand, generate interest in the products/services provided by the brand. Then stimulate the desire to own the products/services and finally spur the action of trying or purchasing them.  

The AIDA model is considered a hierarchical effects model. Consumers must go through the stages of the model in order before making a purchase decision, similarly to a purchase funnel with declining conversion rates through the steps.

The AIDA model was developed by E. St. Elmo Lewis, a pioneering American advertiser and salesman, around the 1890s.  

Later, from 12/1899 to 2/1900, the Bissell Carpet Sweeper company (USA) organized an advertising copywriting contest. In the contest, advertising expert Fred Macey evaluated entries based on the criteria:

It wasn't until 1921 that the AIDA model was officially formed by C.P. Russell. Since then, the model has been widely applied.  

In this section, we will explore the stages in the AIDA model and the actions businesses need to take to optimize the customer conversion process.  

First, you need to approach and attract people's attention to the content or field you want to convey. You need to find ways to keep them there amidst countless other choices around and explore what you offer. There are many ways to do this, such as comparing, using impressive words or repeating the message to arouse curiosity.  

Just attracting attention will not have long-term effects if you don't point out something new and appealing. This is the most important and difficult step.  

You need to thoroughly research to grasp the product highlights, while clearly understanding the needs of potential customers. From there, select and convey the most appropriate message. This will arouse their interest.

When you’ve gained interest and hit the mark on needs, you’ve grasped most of the success. Most people want to explore something new to satisfy their curiosity. This is when you show them how your product can meet their needs. 

The above 3 steps provide the foundation for you to lead customers to make the desired purchase. When there is sufficient interest, appeal and desire, you can direct them to agree with the proposal or buy your product.  

The AIDA model has certain limitations to keep in mind:  

The AIDA model describes the fairly logical purchase decision-making process. However, not all decisions follow that rule.  

There are cases where a customer is very interested in the product but ultimately chooses another solution. They will come back if that other solution does not meet their needs.  

Another exception is when a customer needs to make an urgent purchase. For example, they were referred to by a friend about the product, then trusted and immediately bought without needing to research further.   

In general, this model suits most customers, especially high-value products that require extensive research time. Meanwhile, for regular consumer goods, customers may skip the initial steps and immediately purchase if presented an attractive promotion program.

AIDA mainly focuses on new customers. Meanwhile, the strategy needs to target multiple customer segments with revenue and profit potential.  
In addition, if your current customers are satisfied with your brand, you can receive authentic reviews about the product from them. You can also encourage consumers to refer to others, creating more attention, interest and gaining new customers.  

The strategy will be ineffective if only focusing on individual steps while overlooking their interconnection to move customers through the stages.  

For example: You think "This blog post is to attract the audience's attention" and just concentrate on that. However, ideally a blog post can simultaneously create awareness, attract interest and layout Call-to-Action buttons for customers to subscribe if they want right at that moment.

The AIDA model is an important basis to understand customers and boost purchases despite still having limitations.
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