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a marketing framework outlining the customer journey from Attention to Interest, Desire, and finally Action

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AIDA model explained: Examples and tips for using this strategic marcomms planning model the real world

The AIDA model, tracing the customer journey through Awareness, Interest, Desire and Action, is perhaps the best-known marketing model amongst all the classic marketing models.

Many marketers find AIDA useful since we apply this model daily, whether consciously or subconsciously, when we're planning our marketing communications strategy.

What is the AIDA model?

The AIDA Model identifies cognitive stages an individual goes through during the buying process for a product or service. It's a purchasing funnel where buyers go to and fro at each stage, to support them in making the final purchase.

It's no longer a relationship purely between the buyer and the company since social media has extended it to achieving the different goals of AIDA via information added by other customers via social networks and communities.

What does AIDA stand for?

Awareness: creating brand awareness or affiliation with your product or service.

Interest: generating interest in the benefits of your product or service, and sufficient interest to encourage the buyer to start to research further.

Desire: for your product or service through an 'emotional connection', showing your brand personality. Move the consumer from 'liking' it to 'wanting it'.

Action: CTA - Move the buyer to interact with your company and taking the next step ie. downloading a brochure, making the phone call, joining your newsletter, or engaging in live chat, etc.

Retention: We all know that this is key to upsell, cross-sell, referrals, Advocacy and the list goes on.. as companies are also focussing on LTV.

The additional "R" is sometimes added by some Marketers to show the importance of ongoing relationship-building to give the AIDAR model. This is similar to the 'engage' aspect of our RACE funnel.

How to use the AIDA model

So how can AIDA be applied to marketing planning?

The AIDA funnel could be referred to as a communications model rather than a decision-making model. Companies use AIDA to identify how and when to communicate during each of stage of their customer journey. Consumers will be using different platforms, engaging at different touchpoints, and requiring different information throughout the stages from various sources.

So using this to help plan your tailored and targeted communication campaign may be a start.

Ask yourself some key questions throughout the stages:

Awareness: How do we make buyers aware of our products or services? What is our outreach strategy? What is our brand awareness campaign? Which tools or platforms do we use? What should the messages be?

Interest: How will we gain their interest? What is our content strategy? Social proof available to back up our reputation? How do we make this information available and where ? ie. on website, via videos, customer ratings,

Desire: What makes our product or service desirable? How do we interact personally to make an emotional connection? Online chat? Immediate response to Twitter feed? Share tips and advice?

Action: What are the call to actions and where do we place them? Is it easy for consumers to connect and where would they expect to find it? Think about which marketing channel/platform you are using and how to engage ie. across emails, website, landing pages, inbound phone calls etc.

Retention: What is the proposition to retain loyalty? At what stage do we encourage this on-line and off-line, and how?

An example of the AIDA model

Here is a case study from our Marketing Models Guide showing how an award-winning hairdressing company, Francesco Group used the model to launch their new salon.

1. Awareness: Ran a PR campaign four months prior to launch, promoting award, stylists, qualifications etc. and was reinforced through a DM campaign to targeted customer groups.

2. Interest: Executed a direct mail campaign to offer a free consultation or hair cut and finish. They used research to support that this would work, as females are loyal if the offer is compelling.

3. Desire: Close to the opening of the new salon, they ran exclusive local launch events which was advertised through local press and social media. This created a local buzz for 'people wanting an invite' and excited to see the new salon.

4. Action: Clear CTAS were positioned on the Facebook site (call to reserve), the website (call to book) and local advertising (call in to receive discount or the offer.

The case study didn't highlight Retention, though there are many ways to increase loyalty around sign up to mailing lists or social platforms which offer news about offers and events, discounts on product ranges, discounts according to the frequency of visit, etc.

Structure your marketing plan around a funnel proven to boost performance. Join Smart Insights as a Free Member for instant access to our free digital marketing plan template to hone your skills and drive the results you need.

The Original Reference Source

Some say the AIDA model has been used for over three centuries. More details on the AIDA model history are available on Wikipedia.

Lewis, E. St. Elmo. (1899) Side Talks about Advertising. The Western Druggist. (21 February). p. 66. ￼￼Lewis, E. St. Elmo.

(1903) Advertising Department. The Book-Keeper. (15 February).

p. 124. Lewis, E. St. Elmo. (1908) Financial Advertising, Indianapolis: Levey Bros. & Company.

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The AIDA model and how to apply it in the real world - examples and tips

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Examples and tips for using the AIDA model in the real world. Perhaps the best-known marketing model, but how do you apply it in day life?

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a combination of different marketing communication channels and strategies a company uses to promote its products or services and achieve its marketing goals

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Coca cola is the brand with the highest brand equity. No doubt it has gone through the ups and downs of business to reach that position. The marketing mix of Coca cola has been changing over time with more and more products being added such that today it has 3300 products. So what is the marketing mix of Coca cola? Read on.

Product in the Marketing mix of Coca cola

The company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. As per Nielson's data, Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries. Coca cola brands in India are Fanta, Maaza, Limca, sprite, Thums up, Minute Maid, Nimbu fresh, Nested iced tea etc.

Price in the Marketing mix of Coca cola

Due to the availability of wide range products, the pricing is done according to the market and geographic segment. Each sub-brand of coca cola has different pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to coke. Beverage market is said to be a oligopoly market (few sellers and large buyers), hence they form into cartel contract to ensure a mutual balance in pricing between the sellers.

Place in the Marketing mix of Coca cola

Coca cola is the world's most favorite brand and is available all over the world. The distribution system of coca cola follows the FMCG distribution pattern. The effective distribution network of coke has almost eroded the small and middle level players in the market. In India they have captured even the rural market by extensive distribution and have eroded the market share of Bovonto, Kalimark etc.

Promotions in the Marketing mix of Coca cola

Coca cola adopts various advertising and promotional strategies to create an increased demand in the market by associating with life style and behaviour and mainly targeting value based advertising. You are more likely to see a coke ad individualised for a particular festival or in with a general positive message.

Coca cola uses CSR as its marketing tool to gain emotional benefits in consumers mind. The current promotions through CSR include "Support my school" campaign with NDTV. It has many brand ambassadors like Shahrukh khan, Hrithik Roshan, South Indian Actor Vijay and Trisha, Ghambir, Aamir khan etc and has signed contract recently with Imran khan.

It allows price discounts and allowances to distributors and retailers and uses various types of sales promotions in order to push more products into the market. It employs both push strategy through promotions and pull strategy through advertisements and campaigns.

Also Read about Marketing Mix or about the Marketing strategy of Coca cola & the SWOT analysis of Coca cola.

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Marketing mix of Coca Cola - 4 P's of Coca cola - Coca cola 4 Ps explained

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The marketing mix of Coca cola has been changing over time with more and more products being added such that today it has 3300 products. The 4 Ps of Coca cola include the product, the price, the place and the promotions. In Coca cola marketing mix, promotions and place plays a major role in building the brand.

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a strategic approach that coordinates all marketing activities to create a unified and consistent message across all channels

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the activity or profession of producing advertisements for commercial products or services.

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a direct, face-to-face (or via phone, email, etc.) communication strategy where a salesperson uses their skills to persuade a customer to purchase a product or service

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the collection of methods an organization uses to help it move from its current situation to its end goal

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the giving out of information about a product, person, or company for advertising or promotional purposes.

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a marketing strategy that uses short-term incentives or promotions to encourage immediate purchases and boost sales

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a marketing strategy that uses the visual presentation of products and services to attract customers, engage them, and ultimately drive sales