The AIDA model is a classic in the world of marketing and sales. It was created by Elias St. Elmo Lewis in 1898 and to this day it is still in force today. This method describes the phases that a customer follows in the purchase decision process.
The AIDA concept is an acronym formed by the Anglo-Saxon terms: Attention, Interest, Desire, and Action. For a sale of a product or service to occur, we must always guide the client through these 4 sequential stages.
Obviously the objective of the AIDA model in marketing is always the closing of a sale, but it is not the only phase that we have to work on in the customer’s decision-making process. Hardly a sale will take place, if first the customer’s attention has not been captured, later we have got him interested and of course we have not caused the desire in the product / service.
Stages of the AIDA model in Marketing and sales
In this first phase the objective is to try to capture the customer’s attention to our product or service.
Getting customer attention is not an easy task in a world saturated with advertising and with more and more options on the market, but it is absolutely essential if we want to start a buying process.
Once we have managed to capture the attention of the consumer, we must be able to generate interest in him. The client is in this second stage, when a purchase motivation has been awakened due to different reasons: opportunity, advantages over the competition, attractive price, promotion …
If we have managed to arouse customer interest, the next step in the AIDA marketing model is to provoke the desire to buy the product. Our product or service has to help satisfy your needs, that is, offer you the solution to your problem. At this stage the client must know the main benefits that he will obtain if he makes the purchase.
If we have been able to capture the attention of the consumer, generate interest and provoke the desire to buy. At this point in the funnel the customer is convinced, it is time to get a purchase action and obtain the long-awaited closing of the sale.
These are the 4 stages of the AIDA model in marketing, which a consumer follows in every purchase decision process, but the relationship with our client does not end with the sale. Customer loyalty to obtain a repeat purchase, and the power of prescription made by satisfied customers, are two fundamental aspects for successful companies. The best influencers and brand ambassadors are our satisfied customers.
The AIDA method in digital marketing strategy
In every purchase, regardless of the channel in which it occurs, including the digital world, the customer must sequentially go through the stages of attention, interest, desire and action . Unlike traditional marketing actions, in digital marketing you can measure everything, absolutely everything. If we carry out a correct methodology it will allow us to optimize our marketing budgets to the maximum. This has led to the evolution and adaptation of the AIDA model to the digital environment.
For example, in the Inbound Marketing strategy, the AIDA method has evolved into a methodology based on attracting users who did not know us, converting visits to our website into leads, closing the sale to convert them into clients and delighting clients who They have made the purchase to be our best promoters.
In Digital Business and Ecommerce, the AIDA model has evolved towards the conversion funnel, purchase funnel, marketing funnel, sales funnel, sales funnel … no matter what we call it, the important thing is that it analyzes and measures the results in each of the stages of the digital purchase process of the user, and with this, valuable information is obtained for decision-making.
As a conclusion we can extract that the clients in their purchase decision process go through different progressive and sequential stages. Marketing professionals must know how to analyze each of these stages, in order to guide the client through them until the sale is closed. But as we already know in the AIDA model, not everything ends in the sale, but rather that we must continue working so that later in the future the purchase process begins with us and also recommends us.