What is AIDA
I will be honest when I first saw this acronym I thought it was the title for the Disney play: Aida- which is a great show by the way.
Sadly, however, that is not what we’re talking about. So, here is what we’re actually talking about and why it matters:
A- Attention
I- Interest
D- Desire
A- Action
Simple right? But what does this have to do with anything? Well, when you are doing anything related to marketing, electronic or not, AIDA has everything to do with it. Let’s break it down in regards to websites.
The first thing to do is to grab the attention of your target market (such as: teens/young adults, college students, retired veterans, rainbow colored monkeys, whatever or whoever you are after) and get them interested. This is usually done via a strong irresistible headline.
Now that you have your audience’s attention, it’s time to generate an interest in whatever product, service, etc you are trying to promote. To create interest is mostly done when you caught your customer’s attention, the goal now is to sustain interest, and there are many ways to do this:
Desire is the next phase for your customer. Now that you have them interested they will, should, or may be researching your product or service against your competitor. So it is your job to try and get them to choose you and eventually take an action to purchase.
And last but not least, the last step is to call to Action! No, no heroic charges like in comic books, thank you. That’ll be for a different time and place. Back here at eMarketing, however, we are talking about the customer purchasing your product or services from your website!
AIDA, it is the result of attention turning into interest, which stimulates desire that then calls for action. With the AIDA principles in mind (and with some trial and error) a website can be made successful, therein making a better company.
?
I will be honest when I first saw this acronym I thought it was the title for the Disney play: Aida- which is a great show by the way.
Sadly, however, that is not what we’re talking about. So, here is what we’re actually talking about and why it matters:
A- Attention
I- Interest
D- Desire
A- Action
Simple right? But what does this have to do with anything? Well, when you are doing anything related to marketing, electronic or not, AIDA has everything to do with it. Let’s break it down in regards to websites.
The first thing to do is to grab the attention of your target market (such as: teens/young adults, college students, retired veterans, rainbow colored monkeys, whatever or whoever you are after) and get them interested. This is usually done via a strong irresistible headline.
- Now think: What are some of the most memorable websites or advertisements you’ve ever seen? Why or how did they grab your initial interest?
- The answers will vary from person to person, and for as many reasons, but the overall themes tend to be because of strong imagery and/or strong typography.
Now that you have your audience’s attention, it’s time to generate an interest in whatever product, service, etc you are trying to promote. To create interest is mostly done when you caught your customer’s attention, the goal now is to sustain interest, and there are many ways to do this:
- For your website, keep the interface user friendly and versatile. You want to showcase whatever it is you’re trying to promote, not bog people down in confusing links to nowhere or technical jargon.
- Also time-limited offers are great for generating/sustaining interest in your product or service, as it puts the customer under pressure.
Desire is the next phase for your customer. Now that you have them interested they will, should, or may be researching your product or service against your competitor. So it is your job to try and get them to choose you and eventually take an action to purchase.
- Once again, tools such as: attractive imagery, good communication ability, details about your product/service, and up to date information are going to be what help make your customer choose you.
- But overall, understand your customer and their needs. Why do they need this and what information would they want or need to know about it before making a final decision? Who are your customers (and no it is not everyone, but more on that another day).
And last but not least, the last step is to call to Action! No, no heroic charges like in comic books, thank you. That’ll be for a different time and place. Back here at eMarketing, however, we are talking about the customer purchasing your product or services from your website!
- If you want your website to be effective you need some sort of actionable items. For instance, let’s say you opened a new restaurant. Well, you might not be selling food through the website, however, many chains and restaurants now let customers have the ability to order their food to-go from their websites.
- Keep your customer interacting with your website and it will likely result in a purchase.
AIDA, it is the result of attention turning into interest, which stimulates desire that then calls for action. With the AIDA principles in mind (and with some trial and error) a website can be made successful, therein making a better company.
?