AIDA
From Wikipedia, the free encyclopedia
- This article is about the marketing term, AIDA. For other uses of the term, see Aida (disambiguation).
AIDA is an acronym used in marketing that describes a common list of events that are very often undergone when a person is selling a product or service:
- A - Attention (Awareness): attract the attention of the customer.
- I - Interest: raise customer interest by demonstrating features, advantages, and benefits.
- D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
- A - Action: lead customers towards taking action and/or purchasing.
Nowadays some have added another letter to form AIDA(S):
- S - Satisfaction - satisfy the customer so they become a repeat customer and give referrals to a product.
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[edit] Usage on internet marketing
Attention is hard to achieve online for three reasons:
- The web is a large medium with billions of web pages all competing for consumer attention.
- The web is constantly changing, so even if you are "at the top of the list" today, you may well not be tomorrow.
- Users have a limited attention span and have established loyalty to a few sites that they trust.
One of the most challenging steps in the AIDA framework is to capture the consumer’s attention. For example, there are several online techniques used to capture attention, such as banner ads, sponsorships, offering free products and promotions. Banner ads once had the advantage of being unexpected and surprising, however the current ubiquity of banner advertising has prompted a psychological phenomenon known as banner blindness.
The AIDA model guides organisations by reminding them that any successful promotional technique must eventually lead to an action, or the purchase of the product or service. The AIDA sequence was first published in Strong (1925), who himself attributed the model to St Elmo Lewis (late 19th century).
A lot of other models are known in order to sell, e.g. the BOSCH-Formula:
- Be inquisitive - ask open questions
- Offer solutions - talk about the endresult benefits for the customer
- Stimulate the senses - let the customer test your product
- Cross your sales - think of all the necessary accessories
- Hit the closing point - sell when the customer is ready to buy
This formula was developed by Peter Hubert for the international sales training for consumer goods as power tools.
Strong, E.K. (1925). "Theories of Selling". Journal of Applied Psychology 9: 75-86.
[edit] Media
Quote: "A-I-D-A. Attention, interest, decision, action." — Blake (Alec Baldwin), Glengarry Glen Ross (1992).
[edit] New Developments
Later evolutions of the theory have edited the AIDA steps. New phases such as conviction (AIDAC) and satisfaction (AIDAS) have been added. If you combine these phases with the AIDA-Formula you get AIDACS.
One significant modification of the model was its reduction to three steps (CAB):
- Cognition (Awareness or learning)
- Affect (Feeling, interest or desire)
- Behaviour (Action).
Along with these developments came a more flexible view of the order in which the steps are taken, suggesting that different arrangements of the model might prove more effective for different consumer-to-product relationships.
[edit] External links
[edit] References
- Ferrell, O.C. and Hartline, Michael (2005). Marketing Strategy. Thomson South-Western. ISBN 0-324-20140-0.
- Geml, Richard and Lauer, Hermann: Das kleine Marketing-Lexikon. 3. Auflage, Düsseldorf 2004, ISBN 3-87881-183-7
