Jan 5, 2023

The AIDA model: what it is and why it matters for marketing

Simon Prince
All posts

Have you heard of the AIDA model? This acronym stands for Awareness, Interest, Desire, and Action. It is a popular marketing framework that helps businesses create effective marketing campaigns to drive customers through the sales funnel. Let’s dive into what this model is and why it plays a crucial role in marketing.

What is the AIDA Model?

The AIDA model was created by Elias St. Elmo Lewis in 1898 as an advertising concept. It can be used to describe how customers move through the sales process from when they first become aware of a product or service until they make a purchase decision. The components of this acronym include awareness, interest, desire, and action. Here is a breakdown of each part:


This stage involves getting customers to notice your products or services through various marketing channels such as advertising, social media, search engine optimisation (SEO), PR, etc. It is important to use tactics such as creative visuals or catchy copy that will get consumers’ attention and draw them in.


Once you have grabbed your audience’s attention with creative content, you need to engage them further by sparking their interest in your product or service. You can do this by providing useful information about your offering such as its features, benefits, pricing options etc., or showcasing positive customer reviews/testimonials.


Next up is creating desire for your product or service so that people feel compelled to take action and purchase it. You can accomplish this by highlighting unique features of your business or emphasising exclusive deals/discounts that are only available to those who buy now.


Finally comes the last step—action! This stage involves persuading customers to actually take the plunge and make a purchase by providing clear calls-to-action (CTAs) on all relevant pages/content pieces associated with your offering. Providing helpful information about payment options/shipping policies may also help encourage more people to convert into paying customers.

Why Does the AIDA Model Matter?

The AIDA model matters because it helps marketers understand how their target audiences think and shop throughout their customer journey so that they can craft more effective strategies for reaching potential buyers at each stage—from initial awareness all the way through final purchase decision-making—and thus maximise conversion rates over time. Additionally, understanding what kind of messaging will be most impactful at each stage helps businesses design better website experiences that cater specifically to their ideal customer profiles and encourage them to act faster than ever before.                                                                                                    


The AIDA model has been around since 1898 but remains one of the most popular frameworks among marketers today thanks to its ability to help companies create effective strategies for driving conversions at every stage of the buying cycle while also providing valuable insights into consumer behaviour patterns along the way! By taking advantage of this simple yet powerful acronym, businesses can ensure they are consistently delivering targeted messaging that resonates with their target audience and encourages them to move further down the funnel toward making purchases from start to finish.

Here at Thing or Two we know what it takes to elevate your marketing efforts. Find out more about how our full range of digital marketing services can help you implement the AIDA model.

Like our thing?

Then why not get in touch to find out how we can help your business.

Get in touch