Browse Definitions :
Definition

AIDA marketing model

The AIDA marketing model is a marketing, advertising and sales approach methodology designed to provide insight into the customer's mind and represent the steps needed to cultivate leads and generate sales.

The AIDA model was introduced by businessman Elias St. Elmo Lewis in the late 19th century. As an acronym, AIDA breaks down into the steps required for successful marketing: Attention, Interest, Desire (or, in some variations, Decision) and Action. The AIDA marketing model is a cornerstone of modern marketing, to the extent that missing one step is thought to almost guarantee an unsuccessful result.

The four stages of AIDA include:

Attention - To make customers aware of offerings, a marketer needs to catch their attention and notice or take in visual media. Various approaches are implemented to get the attention of potential customers, like the placement of an ad in an unusual but noticeable place. Personalized messages, like those used in one-to-one marketing, are harder to ignore than generic proposals. Shock value advertising, such as the use of graphic images, also garners attention by provoking sharp emotional reactions.

Interest – Customer interest must be piqued and held long enough to gain information about the product. One approach to maintaining interest is presenting concise and well-paced information, delivered by an interesting character, voice actor or mascot.

Desire (or Decision) –  Desire is often built up by selling on a product's features, showing superiority over similar products and demonstrating versatility. Essentially, this is the presentation of a product or service's value proposition, the compelling benefits that induce a consumer to select this particular offering, leading to the decision to purchase.

Action – If the customer has come this far, there is interest. The final step is closing the sale and convincing the customer to act on interest, which may involve overcoming objections and making a call to action (CTA). In the CTA, a product may start at a higher price that will be lowered, often to a third of the original. Products might be offered two-for-one and/or with free shipping. Improving the perceived value can motivate the undecided customer. However, if the other steps are performed well, the customer should be left with a lasting positive impression of the product even if they choose not to purchase.

This was last updated in October 2017

Continue Reading About AIDA marketing model

Networking
  • network traffic

    Network traffic is the amount of data that moves across a network during any given time.

  • dynamic and static

    In general, dynamic means 'energetic, capable of action and/or change, or forceful,' while static means 'stationary or fixed.'

  • MAC address (media access control address)

    A MAC address (media access control address) is a 12-digit hexadecimal number assigned to each device connected to the network.

Security
  • Evil Corp

    Evil Corp is an international cybercrime network that uses malicious software to steal money from victims' bank accounts and to ...

  • Trojan horse

    In computing, a Trojan horse is a program downloaded and installed on a computer that appears harmless, but is, in fact, ...

  • quantum key distribution (QKD)

    Quantum key distribution (QKD) is a secure communication method for exchanging encryption keys only known between shared parties.

CIO
  • green IT (green information technology)

    Green IT (green information technology) is the practice of creating and using environmentally sustainable computing.

  • benchmark

    A benchmark is a standard or point of reference people can use to measure something else.

  • spatial computing

    Spatial computing broadly characterizes the processes and tools used to capture, process and interact with 3D data.

HRSoftware
  • talent acquisition

    Talent acquisition is the strategic process employers use to analyze their long-term talent needs in the context of business ...

  • employee retention

    Employee retention is the organizational goal of keeping productive and talented workers and reducing turnover by fostering a ...

  • hybrid work model

    A hybrid work model is a workforce structure that includes employees who work remotely and those who work on site, in a company's...

Customer Experience
  • BOPIS (buy online, pick up in-store)

    BOPIS (buy online, pick up in-store) is a business model that allows consumers to shop and place orders online and then pick up ...

  • real-time analytics

    Real-time analytics is the use of data and related resources for analysis as soon as it enters the system.

  • database marketing

    Database marketing is a systematic approach to the gathering, consolidation and processing of consumer data.

Close