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Understanding and analyzing the customer journey from ignorance to purchase is crucial in today’s digital age. The AIDA model, developed by advertising strategist Elmo Lewis in 1898, has been widely used in marketing and advertising to move consumers to action. But does it still apply to today’s media world?
The Origin of AIDA Model
While the AIDA model is simple and timeless, it may not be universally applicable in today’s advertising landscape, which is consumed in much greater volume. However, even ads that are not paid full attention can still affect the perception of a brand. The AIDA model serves as a reasonable basis for advertising, but there’s no magic formula for making the perfect ad. It is important to focus on the target group and their design processes.
The Evolution of AIDA Model in Marketing and Advertising
The AIDA model focuses on the purchasing decision process, leaving out subsequent factors such as customer satisfaction, brand ratings, and repeat purchases. For a company to build strong customer relations, these aspects are integral. There is also a lack of empirical evidence for the effectiveness of the AIDA model, and the processes and methods that work for a brand’s customers can vary.
Applying AIDA in Digital Marketing
Therefore, to drive your business forward, it’s essential to know and understand your customers. The better you know them, the more likely you will reach them using the exact method and channel that generates the most significant advertising impact. It is crucial to take your customers seriously and show them how much you care about their needs.
Final Words
While it’s unrealistic to expect every sale to be made in one, two, or three orders, understanding the science of salesmanship, coupled with correct practice, can minimize the number of lost sales. Medical science cannot eliminate the disease, but it can lessen its effects. Similarly, the AIDA model may not be a cure-all for advertising, but it can serve as a starting point for understanding how advertising steers brand choice. Check out how you apply AIDA model in our marketing projects here.