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A Beginner’s Guide To AIDA Marketing Model

by | Dec 5, 2022

The AIDA marketing model is one which many marketers find useful since it is one that we apply in our everyday lives, sometimes without even realising it. Marketing frameworks assist content marketers by streamlining the marketing process. Although there are various frameworks, the AIDA marketing model still remains one of the most widely-used and long-lasting ones.  

In this post, we’ll walk you through what the AIDA model is in marketing, the different stages of the model, why it is important and whether it is still relevant today. 

What Is AIDA Model In Marketing

The AIDA model is an advertising and marketing framework that divides a customer’s process of purchase into four stages: Attention, Interest, Desire and Action. It is a model that is typically used in digital marketing, public relations campaigns, and more. Through these four stages, you will want to use your content to attract attention, create interest in your product or service, bring about a desire for what you are selling, and stimulate action from the customers to purchase it. In addition, the AIDA model is also known as a hierarchy of effects model.  Customers will progress from one stage of the model to the next upon performing a certain action. Similar to how a marketing funnel works, each stage has fewer customers compared to the preceding one. 

What are the four stages of the AIDA model? 

Vertical Institute - What are the four stages of the AIDA model

Most of the time, AIDA is used for creating content for various marketing needs. This can include blog content, copywriting or email content. Now that you have a better understanding of what the AIDA model is in marketing, let’s dive further into what are the four stages of the AIDA model.

Step 1: Attention

The first step involves grabbing your customers’ attention. This is something many marketers failed to notice and pay attention to. It should not be presumed that the product you are selling has captured their attention. It is only when the content you create can get their attention that they will begin to subconsciously become intrigued in your brand. In order to get here, the first thing you need to do is to present your content to the right audiences. 

Step 2: Interest

After you have successfully grabbed the attention of your audience, the next step is to keep them interested. This can be one of the more difficult stages as you have to figure out how you can continue engaging your audiences. Some ways to do this include using a hook to retain their interest and attention or using personalisation to establish a bond with consumers. It is essential to let them know that you are on the same page as them by speaking their language.

Step 3: Desire

Now that your audience is interested in your brand, you can be more confident that you have a better chance in turning their interest into desire. To achieve this, try to maximise the interactions your customers have with your brand. This will help to build their trust in you. Once they have enough interest and trust in your product or service, they will more likely purchase it. You can consider boosting this trust and credibility by displaying past work or showing testimonials. 

Step 4: Action

The final step comes after you have created sufficient desire in your customers to buy your product or service. Encourage your prospective leads to take further actions with the use of clear calls to action that are concise but not overly pushy. It is necessary to not beat around the bush and be direct when guiding your leads to the next step. These actions can include getting the audiences to call in to reserve and book a slot, or fill up a form to sign up for an offer.

Why Is AIDA Model Important 

The AIDA model can be said to be one of the marketing frameworks with the longest history. It has come a long way since it was first formulated. So, why is the AIDA model important in today’s world? The key benefit of the AIDA model is its applicability and clarity. The simple structure of this model is one of the reasons it is long lasting and still widely used today. The AIDA model is typically used in business units and for digital marketing and public relations campaigns.

Is AIDA Model Still Relevant

The ultimate objective of advertising is to get the attention of your target audiences. From that perspective, the AIDA model will definitely be relevant in helping your advertisements do what they need to do. However, customers today have very different ways of absorbing content and information compared to the past. This will also suggest that the AIDA model is not a one-size-fits-all framework and approach to steer any business forward. Instead, it will be more worthwhile to consider examining about those who are already interested and interacting with your brand.  

Learn AIDA Model In Digital Marketing Today

Now that you have mastered the basics of AIDA model, are you ready to learn how you can apply the AIDA model to your marketing strategy? If you do, consider signing up for our beginner-friendly Digital Marketing course in Singapore to kickstart your digital marketing career. Learn all about social media advertising, paid social media, Tiktok advertising, SEM, SEO, and more with our experts and instructors. You will also be able to earn an accredited certificate in Singapore.

Besides digital marketing, Vertical Institute also offers UX Design and Data Analytics courses in Singapore. These are some tech skills that are highly in-demand today and will be helpful for your digital marketing career.

About Vertical Institute

Vertical Institute prepares individuals for the jobs of tomorrow. We specialise in teaching in-demand skills, building the next generation of changemakers and inventors through our world-class tech courses and certifications. Singaporeans and PRs can receive up to 70% IBF Funding off their course fees with Vertical Institute. The remaining fees can be claimable with SkillsFuture Credits or NTUC UTAP Funding.


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