What is AIDA, and what does it stand for?
AIDA stands for: Awareness, Interest, Desire and Action and is a model used in connection with several different things. Among them marketing, which you can read more about here on this page.
AIDA broadly describes the classic marketing model, and outlines how a customer's buying journey unfolds across 4 broad stages. The model is typically illustrated as a funnel, as the number of potential customers decreases as we move down through the various phases.
What do the 4 phases of AIDA mean?
The 4 phases of AIDA can be described as follows:
- Awareness: creating attention and awakening the need for your business, brand and product
- Interest: creating further interest in the product and its benefits, so that potential customers want to research further
- Desire: moving the potential customer from interest to a desire to buy.
- Action: getting the potential customer to act (most often: purchase).
And a final, fifth phase not included in the AIDA model is "Retention". This means retaining customers and includes upselling, building customer loyalty and generally increasing CLV.
How can you use AIDA in your marketing?
You can use AIDA for several things in your marketing. Among other things, to choose the right marketing channels and strategies based on where your customers are in their customer journey and the phase in AIDA. Below you can see a typical example of how a marketing strategy can be mapped onto the AIDA model:
Furthermore, AIDA can be used in marketing to structure your landing pages, ads, videos and more. For example, a video (or other content) should first capture attention, then build further interest, followed by creating a desire to buy, and finally drive action with a clear CTA (call-to-action).
AIDA marketing examples
Below are some typical ways you can use AIDA in your marketing:
- Building your marketing strategy
- Choosing marketing channels
- Conversion theory, where non-buyers are converted into buyers.
- Building ads and marketing campaigns
- Building videos for marketing
- Building landing pages
And much more.
Would you like to learn more and get sparring on how you can use AIDA to improve your marketing?
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