{"id":30558,"date":"2023-03-20T09:30:00","date_gmt":"2023-03-20T09:30:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=30558"},"modified":"2023-03-20T09:25:30","modified_gmt":"2023-03-20T09:25:30","slug":"aida-model","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/traffic-building-strategy\/offer-and-message-development\/aida-model\/","title":{"rendered":"The AIDA model"},"content":{"rendered":"<h2>AIDA model explained: Examples and tips for using this strategic marcomms planning model the real world<\/h2>\n<p>The <strong>AIDA model, <\/strong>tracing the customer journey through Awareness, Interest, Desire and Action, is perhaps the best-known marketing model amongst all the <a title=\"marketing models\" href=\"http:\/\/www.smartinsights.com\/digital-marketing-strategy\/online-business-revenue-models\/marketing-models\/\" target=\"_blank\" rel=\"noopener noreferrer\">classic marketing models<\/a>.<\/p>\n<p>Many marketers find AIDA useful since we apply this model daily, whether consciously or subconsciously, when we're planning our marketing communications strategy.<\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/10\/The-AIDA-model.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-30571\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/10\/The-AIDA-model-600x513.png\" alt=\"The-AIDA-model\" width=\"600\" height=\"513\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/10\/The-AIDA-model-600x513.png 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/10\/The-AIDA-model-150x128.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/10\/The-AIDA-model-550x470.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/10\/The-AIDA-model-250x213.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/10\/The-AIDA-model.png 1024w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<h3>What is\u00a0the\u00a0AIDA\u00a0model?<\/h3>\n<p>The AIDA Model identifies cognitive stages an individual goes through during the buying process for a product or service. It's a purchasing funnel where buyers go to and fro at each stage, to support them in making the final purchase.<\/p>\n<p>It's no longer a relationship purely between the buyer and the company since social media has extended it to achieving the different goals of AIDA via information added by other customers via social networks and communities.<\/p>\n<h3>What does AIDA stand for?<\/h3>\n<ul>\n<li><strong>Awareness:<\/strong>\u00a0creating brand awareness or affiliation with your product or service.<\/li>\n<li><strong>Interest:<\/strong>\u00a0generating interest in the benefits of your product or service, and sufficient interest to encourage the buyer to start to research further.<\/li>\n<li><strong>Desire:<\/strong> for your product or service through an 'emotional connection', showing your brand personality. Move the consumer from 'liking' it to 'wanting it'.<\/li>\n<li><strong>Action: CTA -\u00a0<\/strong>Move the buyer to interact with your company and taking the next step ie. downloading a brochure, making the phone call, joining your newsletter, or engaging in live chat, etc.<\/li>\n<li><strong>Retention:\u00a0<\/strong>We all know that this is key to upsell, cross-sell, referrals, Advocacy and the list goes on.. as companies are also focussing on LTV.<\/li>\n<\/ul>\n<p>The additional \"R\" is sometimes added by some Marketers to show the importance of ongoing relationship-building to give the <a title=\"AIDAR\" href=\"http:\/\/www.smartinsights.com\/customer-relationship-management\/social-crm\/aidar-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">AIDAR model<\/a>. This is similar to the 'engage' aspect of our RACE funnel.<\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2022\/11\/Race-Planning-Framework.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-164322 size-full\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2022\/11\/Race-Planning-Framework.png\" alt=\"Race Planning Framework\" width=\"2701\" height=\"1876\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2022\/11\/Race-Planning-Framework.png 2701w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2022\/11\/Race-Planning-Framework-550x382.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2022\/11\/Race-Planning-Framework-700x486.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2022\/11\/Race-Planning-Framework-150x104.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2022\/11\/Race-Planning-Framework-768x533.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2022\/11\/Race-Planning-Framework-1536x1067.png 1536w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2022\/11\/Race-Planning-Framework-2048x1422.png 2048w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2022\/11\/Race-Planning-Framework-250x174.png 250w\" sizes=\"(max-width: 2701px) 100vw, 2701px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\"><div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2011\/05\/Digital-marketing-planning-template-guide-cover-creator-pdf-106x150.jpg' alt='Free digital marketing plan template'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Free digital marketing plan template<\/strong><\/p>\n                    <p>Our popular marketing planning template is structured across the Smart Insights RACE Framework. Join Smart Insights as a Free Member to download our digital marketing plan template today<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>Free digital marketing plan template<\/a><\/p>\n                <\/div>\n            <\/div><\/span><\/p>\n<h3>How to use\u00a0the\u00a0AIDA\u00a0model<\/h3>\n<h4>So how can AIDA be applied to marketing planning?<\/h4>\n<p>The AIDA funnel could be referred to as a communications model rather than a decision-making model. Companies use AIDA to identify how and when to communicate during each of stage of their customer journey. Consumers will be using different platforms, engaging at different touchpoints, and requiring different information throughout the stages from various sources.<\/p>\n<p>So using this to help plan your tailored and targeted communication campaign may be a start.<\/p>\n<p>Ask yourself some key questions throughout the stages:<\/p>\n<ul>\n<li><span style=\"line-height: 16px;\"><strong>Awareness:<\/strong> How do we make buyers aware of our products or services? What is our<a title=\"online PR\" href=\"http:\/\/www.smartinsights.com\/online-pr\/\" target=\"_blank\" rel=\"noopener noreferrer\"> outreach strategy<\/a>? What is our<a title=\"brand awareness campaigns\" href=\"http:\/\/www.smartinsights.com\/online-brand-strategy\/brand-positioning\/digital-brand-development\/\" target=\"_blank\" rel=\"noopener noreferrer\"> brand awareness campaign<\/a>? Which tools or platforms do we use? What should the messages be?<\/span><\/li>\n<li><strong>Interest:<\/strong> How will we gain their interest? What is our <a title=\"content strategy\" href=\"http:\/\/www.smartinsights.com\/content-management\/content-marketing-creative-and-formats\/content-marketing-strategies-for-building-brand-loyalty-and-relationships\/\" target=\"_blank\" rel=\"noopener noreferrer\">content strategy<\/a>? Social proof available to back up our reputation? How do we make this information available and where ? ie. on website, via videos, customer ratings,<\/li>\n<li><strong>Desire:<\/strong> What makes our <a title=\"brand personality\" href=\"http:\/\/www.targetinternet.com\/establishing-your-brands-social-media-voice\/\" target=\"_blank\" rel=\"noopener noreferrer\">product or service desirable<\/a>? How do we interact personally to make an emotional connection? Online chat? Immediate response to Twitter feed? Share tips and advice?<\/li>\n<li><strong>Action:<\/strong> What are the call to actions and where do we place them? Is it easy for consumers to connect and where would they expect to find it? Think about which marketing channel\/platform you are using and how to engage ie. across<a title=\"email ctas and landing pages\" href=\"http:\/\/www.smartinsights.com\/email-marketing\/email-communications-strategy\/email-marketing-success-through-expectation-management\/\" target=\"_blank\" rel=\"noopener noreferrer\"> emails<\/a>, website, <a title=\"landing pages CTAs\" href=\"http:\/\/www.smartinsights.com\/conversion-optimisation\/landing-page-optimisation\/where-is-the-best-place-to-put-your-cta\/\" target=\"_blank\" rel=\"noopener noreferrer\">landing pages<\/a>, inbound phone calls etc.<\/li>\n<li><strong>Retention:<\/strong> What is the proposition to retain loyalty? At what stage do we encourage this <a title=\"online customer retention\" href=\"http:\/\/www.smartinsights.com\/digital-marketing-strategy\/customer-retention-strategy\/7-questions-to-drive-customer-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">on-line <\/a>and off-line, and how?<\/li>\n<\/ul>\n<h3>An example\u00a0of\u00a0the\u00a0AIDA\u00a0model<\/h3>\n<p>Here is a <a title=\"smartinsights marketing models guide\" href=\"http:\/\/www.smartinsights.com\/guides\/essential-marketing-models\/\" target=\"_blank\" rel=\"noopener noreferrer\">case study from our Marketing Models Guide<\/a>\u00a0showing how an award-winning hairdressing company, <a title=\"francescogroup\" href=\"http:\/\/www.francescogroup.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">Francesco Group<\/a>\u00a0used the model to launch their new salon.<\/p>\n<p><a href=\"http:\/\/www.francescogroup.co.uk\/contact-francesco-group.php\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-30581 alignright\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/10\/francescoharigroup.png\" alt=\"francescoharigroup\" width=\"247\" height=\"131\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/10\/francescoharigroup.png 247w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/10\/francescoharigroup-150x79.png 150w\" sizes=\"(max-width: 247px) 100vw, 247px\" \/><\/a><\/p>\n<ul>\n<li><strong><span style=\"line-height: 16px;\">1. Awareness:<\/span><\/strong><span style=\"line-height: 16px;\">\u00a0Ran a PR campaign four months prior to launch, promoting award, stylists, qualifications etc. and was reinforced through a DM campaign to targeted customer groups.<\/span><\/li>\n<li><strong>2. Interest:\u00a0<\/strong> Executed a direct mail campaign to offer a free consultation or hair cut and finish. They used research to support that this would work, as females are loyal if the offer is compelling.<\/li>\n<li><strong>3. Desire:<\/strong> Close to the opening of the new salon, they ran exclusive local launch events which was advertised through local press and social media. This created a local buzz for 'people wanting an invite' and excited to see the new salon.<\/li>\n<li><strong>4. Action:<\/strong> Clear CTAS were positioned on the Facebook site (call to reserve), the website (call to book) and local advertising (call in to receive discount or the offer.<\/li>\n<\/ul>\n<p>The case study didn't highlight Retention, though there are many ways to increase loyalty around sign up to mailing lists or social platforms which offer news about offers and events, discounts on product ranges, discounts according to the frequency of visit, \u00a0etc.<\/p>\n<p><span style=\"font-weight: 400;\">Structure your marketing plan around a funnel proven to boost performance. Join Smart Insights as a Free Member for instant access to our free digital marketing plan template to hone your skills and drive the results you need.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2011\/05\/Digital-marketing-planning-template-guide-cover-creator-pdf-106x150.jpg' alt='Free digital marketing plan template'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Free digital marketing plan template<\/strong><\/p>\n                    <p>Our popular marketing planning template is structured across the Smart Insights RACE Framework. Join Smart Insights as a Free Member to download our digital marketing plan template today<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>Free digital marketing plan template<\/a><\/p>\n                <\/div>\n            <\/div><\/span><\/p>\n<h3>The Original Reference Source<\/h3>\n<p>Some say the AIDA <span style=\"color: #000000;\">model<\/span> has been used for over three centuries. More details on the <a href=\"http:\/\/en.wikipedia.org\/wiki\/AIDA_(marketing)\">AIDA model history are available on Wikipedia<\/a>.<\/p>\n<p>Lewis, E. St. Elmo. (1899) Side Talks about Advertising. <em>The Western Druggist<\/em>. (21 February). p. 66. \ufffc\ufffcLewis, E. St. Elmo.<\/p>\n<p>(1903) Advertising Department. <em>The Book-Keeper<\/em>. (15 February).<\/p>\n<p>p. 124. Lewis, E. St. Elmo. (1908)<em> Financial Advertising, Indianapolis: Levey Bros. &amp; Company.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>AIDA model explained: Examples and tips for using this strategic marcomms planning model the real world The AIDA model, tracing the customer journey through Awareness, Interest, Desire and Action, is perhaps the best-known marketing model amongst all the classic marketing &hellip;..<\/p>\n","protected":false},"author":7,"featured_media":30571,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[843,905,410],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The AIDA model and how to apply it in the real world - examples and tips<\/title>\n<meta name=\"description\" content=\"Examples and tips for using the AIDA model in the real world. 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