The main goal for any marketing department is to get the attention of its target consumers and, subsequently, achieve their conversion. To achieve this goal, one of the most used strategies is the AIDA marketing model. This allows departments to develop a sales plan that enables both ensnaring consumers and getting them to buy the product or service being offered. But how does this model really work?
What is the AIDA marketing model?
This marketing strategy takes as its starting point the demands of the audience, building on the four critical steps customers are guided through during the buying process. Based on this, marketing teams can make consumers see the advantages and benefits related to their products and services.
With this approach it is possible to generate in the buyers a progressive impulse in their attention towards the products offered by the brand. Likewise, it creates a greater interest in the value of the product offered by brands, which is connected with an increase in the desire to consume. Finally achieving, giving customers the final push to make the purchase and generate So a conversion.
The name of this model comes precisely from the initial of each of the phases that consumers must go through during the purchase process, which are: Attention, Interest, Desire and Action. Let’s see what each of these aspects deals with in particular.
Attention
The first of these aspects, and one of the most important among the 4, is attention. In order to be able to make a sale, generate awareness about a situation or any type of conversion that a business or brand considers, it is necessary first capture the attention of consumers. Currently, there are an infinity of advertising and marketing tools that facilitate this work. However, this same proliferation of tools and strategies also poses a drawback when it comes to capturing attention, since it promotes a saturated environment where it can be more difficult to stand out.
Therefore, a recommendation is always stay ahead with unexpected or wide-impact campaigns. Which allow to attract the gaze of consumers directly to our products or services.
Interest
Once you have the customers’ attention, the next thing is to arouse (and maintain) their interest in order to get them to complete the purchase. In these cases, it is time to publicize the product, its characteristics, advantages and benefits, information that will end up attracting the interest of the consumer.
One means to achieve this is to place the buyer and the product in everyday situations, with examples or anecdotes, that allow them to visualize the information we have provided in a more practical way.
Desire
The third aspect to take into account in the AIDA model is desire. Naturally, after capturing the attention of customers and arousing their interest, it is time to generate in them the desire to buy. desire is about build in the consumer the need to acquire our product or service. For this, we start from the information about these that has been provided previously, and with which it has been possible to draw their attention and arouse their interest.
Taking these points, it is necessary to achieve Get the consumer personally involved with what we are offering. What we can achieve by appealing to some need, proposing a possible scenario from its use, among other strategies that aim to bring the customer closer to the product.
Action
The action comprises the last letter of the AIDA marketing model, and refers to the last process before making the purchase. At this point, the customer should already know our product and be willing to buy it, so it will only be necessary to give the last incentive for him to finish making the purchase. Here it is crucial make the client feel comfortable and see himself in front of a simple and fast process. For this, it is important to offer the necessary tools to process the purchase without friction, these being: a reliable payment gateway and a simple and attractive checkout page.
Likewise, it is the right time to use any resources that have been shared during your shopping experience. Such as: promotions, coupons, discounts, cashbacks, alternative payment solutions, etc. All of these will play a key role in the buyer’s final decision, by making him see that the purchase will benefit him in some way.
Strategy Analysis
Previously, we have commented that the AIDA model is formed by the four aspects already mentioned and, despite being true, One last point needs to be covered. before closing the model. This is about strategy analysis.
In any campaign or sales model, we will find the strategy analysis as a closing point for it, attesting to the importance of this step. In order to apply a model accurately and efficiently, it is necessary to understand it, not only in theory, but in practice. In this way, the analysis of the results of the strategy is essential, because from this we will be able to see the performance of our marketing work.
At this point, it should go through each of the above steps to visualize how these have worked in the process of finalizing the purchase. Taking the necessary time to improve the deficient aspects and strengthen those that have been decisive. Likewise, this aspect allows us to better understand the audience, allowing us to expand our reach and improve features such as loyalty and conversion.
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