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AIDA in Marketing
The AIDA model works great in all activities that aim to attract the consumer's attention. It can therefore be used, for example, in content marketing or in various types of campaigns.
What does this look like in practice?
Social media
Creating social media posts using AIDA increases the likelihood that they will be read to the end. This is especially good for sponsored posts, where it is important to trigger a specific action in the recipient.
Content
The same applies to, for example, blog content, product descriptions on the store website and other content activities.
Email Marketing
In the case of campaigns such as mailings, each of the individual components is a specific AIDA element. Therefore, arousing the consumer's attention begins with the title of the email. Subsequently, its content should include elements that are intended to arouse interest and desire. The last step in such an email should be a clear message that calls for taking a specific action. For example, by clicking in the appropriate place, the recipient will be redirected to the page with your company's offer.
Video
The AIDA model will also work well in video ads and other online videos. In this case, a specific response path is also needed. At the very beginning, the recipient is introduced to the action. This explains the whole point of the ad, i.e. what it is about, what problem it presents. Only after this stage should the brand logo be presented as a response to the presented topic.
Creating content in the AIDA model
How to create content in the AIDA model?
One of the most important steps in creating content in the AIDA model is to correctly define the target group. In each case, you should consider who the customer is, what their problems and interests may be. When a seller has a general store, each product must be directed to a different recipient, e.g. tools to men, decorative accessories to linkedIn database women, and toys and children's accessories to parents. A properly selected message for a given group will increase your chance of arousing their attention, and this is already ¼ of success. Then all that is left is to arouse interest and desire by presenting the specific benefits of a given product/service. The most important thing is to focus on the customer, which will allow for the best possible adjustment to their needs.
The role of questions with an affirmative answer
A very important element in the end of the Call to Action is the summary. It should contain all the most important aspects that were previously discussed. It is important to also add a few questions to which the consumer will answer in the affirmative. Such an answer will be even more convincing and will convince the recipient that they really need the given product/service.
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What are the other AIDA+ models?
The AIDA model has several interesting extensions that are worth mentioning. Sometimes we hear about AIDAL, AIDAR, AIDAE and AIDAS.
Each of the given letters has its own meaning, according to which:
L is for Loyalty
R is for Repetitive purchase / Retention
E is for Engagement
S is for Satisfaction
L is for loyalty
Customer loyalty to a brand is often the most important aspect on which companies rely. Building long-term relationships contributes to greater profits than concluding one-time transactions. Returning to repeat purchases in a company generates stable revenues. Moreover, such customer loyalty to a brand indicates their satisfaction with purchases and a good opinion that can reach new, potential customers.
R is for customer retention
Something that was mentioned above - namely customer return and retention. This involves convincing the customer to make repeat purchases through the values offered by the company and is one of the challenges of e.g. marketers.
E is for commitment
This stage involves building customer engagement, which is valuable to the company in the form of regular and returning customers, positive opinions and reviews. An engaged customer is one who is eager to test new products, follows the brand's life at every turn (e.g. thanks to social media) and recommends it to friends.
S is for satisfaction
Satisfaction from a purchase is something that every consumer remembers best. It is most often triggered by purchases that meet all expectations. To make your company stand out from the competition, make sure that your offer exceeds all customer expectations. It is worth remembering that the WOW effect does not always have to be related to sales. You can provide customers with added value and provide something more through a blog, interesting posts on social media or interaction with them.
