Aida

Contents

1 Introduction
2 Usage on internet marketing
3 Media
4 New Developments
5 References

Introduction

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: 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 add another letter to form AIDA(S):

S - Satisfaction - satisfy the customer so they become a repeat customer and give referrals to a product.

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 though if 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.

Media

Quote: "A-I-D-A. Attention, interest, decision, action." — Blake (Alec Baldwin), Glengarry Glen Ross (1992).

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 different arrangements of the model might prove more effective for different consumer to product relationships.

References

Geml, Richard and Lauer, Hermann: Das kleine Marketing-Lexikon. 3. Auflage, Düsseldorf 2004, ISBN 3-87881-183-7

From Wikipedia, the Free Encyclopedia. Original article here. Support Wikipedia by contributing or donating.
All text is available under the terms of the GNU Free Documentation License See Wikipedia Copyrights for details.