Can You Use the AIDA Model Today For Conversions?

The AIDA model predicts how customers move through different stages when buying a product. The concept is debated as centuries old, but credit is given to the advertising pioneer from the late 19th century, E. St. Elmo Lewis. The TOFU, MOFU, and BOFU stages common in the modern marketing lingo stem from the AIDA framework.

The AIDA model sets the guiding principle for most copies, top-ranking blogs, and videos on YouTube you see from top brands and your favourite influencers. Try breaking down the AIDA framework yourself with any brand communications you come across. 

To make it easier, the blog will break down the four stages of the AIDA framework so you know how it is done. Apply it in your blogs or copies to attract and convert your target audience.  

What is AIDA Model in Theory and Practice?

AIDA model refers to the attention, Interest, Desire, and action acronym. Each letter is a stage in the customer journey, following a linear pattern. 

Some call it the Hierarchy of Effects framework in marketing that moves from one stage to the next in the customer’s mind.  

Using this framework, marketers have been successful in framing copies, emphasising the stages the customer goes through when buying the product. 

Attention 

It is the awareness of the product or service from a known or new brand. Consistent branding helps in forming deeper associations. Think colour combinations, font, and tone used in ad copies top brands such as Coca-Cola, McDonald’s, Domino’s, Nike, and Sony use.  

Generating curiosity is vital at the attention stage when writing copies and blogs. The copy must first attract the audiences’ attention through its design. In case of blog writing, headlines are the first thing that the audience sees and decides whether they want to read them or not. 

For brand videos on YouTube, the thumbnails and titles are the first details the audience sees. Read on the basics of YouTube Marketing.

It is important to consider the attention span of the audience today. Vital sources, including The Treetop Therapy and Cross River Therapy, mention the average attention span of humans is 8.25 seconds. Based on external stimuli, age and similar factors, the attention span can last between 2 seconds to twenty minutes. 

Do check content writing courses and grow your skills to hook audiences instantly!

Interest

The next stage in the AIDA framework is about generating interest about the product or service. In short, by showing the benefit to the audience, you can generate interest. The benefits alone should be persuasive. 

Marketers at this stage must be able to distinguish among the needs, wants, and demands of the customer. 

The description must address how the product can solve the pain point. It is the so-called hook that should align with what the customer wants.

Desire

Desire comes after generating interest in the AIDA framework. All in all, this stage should make the audience decide whether they want your brand’s offerings. 

You have to encourage desire among your audience. If the copy you have written invites attention and the audience is interested, the goal is to make them perform an action. 

The copy or content you write must transform their thinking into choosing you over your competitors. You can provide details on the product itself, and if they are already interested, they would want to know more about it. 

Posting regularly on social media, writing informative blogs relevant to the product, and sending personalised emails, are today’s go-to methods.

Action

Next in line is the action. 

The copies you write have a call-to-action (CTA) button, where you can know how the audience’s desire transforms into action.

The CTA can be considered a way to tell the audience that they should perform an action or respond to your message. It could be as simple as signing up for the email newsletter or visiting the landing page. 

You can take this step even further for your audience. Providing discounts for performing an action, such as responding to a market survey, on the next product is one of the many ways. 

How to Use AIDA Model Across Marketing Campaigns

Let's find out how you can use this framework in different contexts. 

Social Media Campaigns

Attention: Capturing attention on social media often involves using visually striking images, engaging videos, or trending topics. For instance, a brand might use a popular meme format to draw viewers' attention.
Interest: This is about keeping the audience engaged. Brands might tell a story or share interesting facts related to their product.
Desire: Here, the focus shifts to making the audience want the product or service. This could involve showcasing product benefits, customer testimonials, or limited-time offers.
Action: The final step is to encourage immediate action, like clicking a link, signing up for a newsletter, or making a purchase. Clear CTAs are crucial here.

Email Marketing

Attention: The subject line is key. It needs to be compelling enough to make recipients want to open the email.
Interest: The email content should be engaging and relevant, providing value to the reader.
Desire: Highlight the benefits of the product or service, possibly including special offers or discounts.
Action: A clear CTA, such as a button or link to purchase or learn more, is essential.

Content Marketing

Attention: Use engaging headlines and introductions to draw readers or viewers in.
Interest: Provide valuable and relevant content that addresses the audience's needs or interests.
Desire: Connect the content to your product or service, showing how it can solve problems or improve the reader's life.
Action: Encourage the reader to take the next step, whether it's subscribing, contacting for more information, or making a purchase.

Limitations of AIDA Model Modern Marketers Can't Overlook

Here are some challenges to the framework. You will see that it is better used with other methods. 

Customer Journey is Not Linear, Unlike the Model Presumes

AIDA assumes a linear journey from Attention to Action, but customer journey is often non-linear. Modern consumers might loop back and forth between stages, especially with the abundance of information and options available online. The AIDA model assumes a universal consumer behaviour pattern applicable to all products and services. In reality, different products and markets may require unique marketing strategies and consumer decision-making processes.

It Does Not Focus on Customer Retention

The model primarily focuses on acquiring new customers and does not address post-purchase behaviour or customer retention, which are critical for long-term business success.

Parting Thoughts

This was about the classic AIDA model. You can also refer to our blog on marketing funnel, defining the stages from awareness to decision. You will find a lot of similarities with the AIDA framework. 

Think you can now use it in your upcoming posts on social media or website?

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