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

SearchCompliance
  • OPSEC (operations security)

    OPSEC (operations security) is a security and risk management process and strategy that classifies information, then determines ...

  • smart contract

    A smart contract is a decentralized application that executes business logic in response to events.

  • compliance risk

    Compliance risk is an organization's potential exposure to legal penalties, financial forfeiture and material loss, resulting ...

SearchSecurity
  • cyberterrorism

    According to the U.S. Federal Bureau of Investigation, cyberterrorism is any 'premeditated, politically motivated attack against ...

  • biometrics

    Biometrics is the measurement and statistical analysis of people's unique physical and behavioral characteristics.

  • privileged access management (PAM)

    Privileged access management (PAM) is the combination of tools and technology used to secure, control and monitor access to an ...

SearchHealthIT
SearchDisasterRecovery
  • What is risk mitigation?

    Risk mitigation is a strategy to prepare for and lessen the effects of threats faced by a business.

  • change control

    Change control is a systematic approach to managing all changes made to a product or system.

  • disaster recovery (DR)

    Disaster recovery (DR) is an organization's ability to respond to and recover from an event that affects business operations.

SearchStorage
  • PCIe SSD (PCIe solid-state drive)

    A PCIe SSD (PCIe solid-state drive) is a high-speed expansion card that attaches a computer to its peripherals.

  • VRAM (video RAM)

    VRAM (video RAM) refers to any type of random access memory (RAM) specifically used to store image data for a computer display.

  • virtual memory

    Virtual memory is a memory management technique where secondary memory can be used as if it were a part of the main memory.

Close