Understanding the AIDA Formula
The digital marketing landscape is constantly changing. We forecast new trends and try to apply them to our businesses every year. However, some classic theories in digital marketing are still relevant and are as effective today as the AIDA formula. As a digital marketer, it is vital to understand how these structures work.
The Aida Formula
AIDA, a concept developed in 1898, stands for Awareness, Interest, Decision, Action. It covers the consumer’s path to purchase and each stage one goes through before making the decision to purchase.
Awareness
Being aware of your products and services is the first step to purchasing. In this stage, you introduce yourself to the consumer and let them know what you have to offer as a solution to their problem.
Some recommended digital marketing executions for awareness:
- First-time customer discount/promo codes that can be entered on your website before their first purchase
- A digital video introducing your brand
- A Facebook carousel ad of your products and services
- SEO (Search Engine Optimization) / SEM (Search Engine Marketing)
Interest
Now that they know about your brand, the next step in the path to purchase is piquing consumers’ interest. This entails making sure that more information about your products and their benefits plus how it relates to the consumers’ lifestyle is readily accessible online.
Some sample digital marketing executions for interest:
- Website
- Eye-catching and engaging social media content
- A Facebook carousel ad of the benefits of using or purchasing your products and services
Decision
After seeing your brand for some time and being aware of the products and services you offer, hopefully, they’ve already imagined how your product fits into their lifestyle and has made an emotional connection with it. They’ve moved on from just wanting your product to needing it.
Some sample digital marketing executions for interest:
- Digital ads focused on retargeting (Ads that follow you from different websites you visit, reminding you to check out your cart)
- Special checkout discounts or free delivery promos
- Special sales and promos
Action
The consumer now takes action to interact with you. This can involve clicking on an ad that they saw, subscribing to your mailing list, or purchasing from you. This makes them your customer already, and an important thing to do would be to roll out loyalty programs to get them to purchase again.
Some sample digital marketing executions for interest:
- Digital ads focused on retargeting those who already purchased
- Exclusive loyalty discounts and promos for reaching a specific amount or purchasing multiple times
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