AIDA is one of the well-known advertising models in Marketing which identifies the journey of the buyer across different stages of the buying process before he or she actually becomes your customer.
AIDA stands for
A - Awareness
I - Interest
D - Desire
A - Action.
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| AIDA model |
Let us explore all these 4 stages in detail:
1. Awareness
In this initial stage, the brand's goal is to create awareness about its product or service among its target audience in order to generate potential interest in the future. In practice, it may involve exposing your brands, multiple times in front of the target audience. This is because nowadays consumers are exposed to a lot of content, so in order to generate interest, a brand may have to retarget its audience with multiple touchpoints in order to be able to generate qualified interest.
2. Interest
At this stage of the buyer's journey, brands try to create an interest in the benefits of the products & services they offer. The goal in this stage is to generate sufficient interest among the customer so that can get started with researching further about the line of product or services you are offering.
3. Desire
During this stage of the buyer's journey, the buyer has already done some amount of research on the similar products or services available in your line of business. In this stage, they express a desire towards your brand and they express an intent to engage with you. This may be the result of your unique brand personality with which they are able to connect. This is usually due to a combination of multiple factors such as your product features, unique selling point, brand positioning, past credibility, etc.
4. Action
At this stage, the buyer is ready to take an action leading to the purchase. In this stage, the buyer is also considered to be a HOT lead. The buyer usually takes the next step such as the purchase of your product (in case it is a standalone product available for outright purchase without any help), or they may connect with you for a callback, meeting, demo, etc.
I hope this article makes the AIDA model clear to you.
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