AIDA Formula as a Digital Marketing Pillar

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AIDA Formula as a Digital Marketing Pillar

AIDA formula is a combination of four points, namely Attention or attention, Interest or interest, Desire or desire, and Action or action. If you refer to the previous article about what copywriting is, AIDA is the stage that occurs from the consumer being first interested in a product until the consumer takes an action to purchase the product.

In some references, it is stated that the inventor of AIDA was a pioneer of advertising and sales from America named E. St. Elmo Lewis. Elmo Lewis explained that there are 3 principles in advertising that must be understood, namely the main mission of advertising is to attract readers so that they see and read then they will be interested, the next step is just to convince so that trust appears and the goal is action. Now, this is what is called a successful ad that generates conversions.

Other sources reveal that the real AIDA inventor was Frank Hutchinson Dukesmith, not E. St Elmo Lewis, according to Ric Dragon, Frank had discovered the AIDA formula 20 years earlier than Elmo Lewis.

AIDA Formula can also be used for email marketing, content marketing, and sales-lead-generation campaigns, both Business to Business (B2B) and Business to Customer (B2C) on various media, both offline and online.

AIDA Formula

In order to better understand the application of the AIDA formula, we have provided an example of AIDA. Here is the full explanation:

Attention (Attracting Consumers’ Attention)

The first formula is AIDA, the goal is to get consumers’ attention about the products you sell. Use the right strategy according to the product you are selling. The way you can do this is by making an interesting title/headline, using an image, video, or opening sentence that makes you curious.

Reporting to SilverPop research in 2013, humans blink every 4 seconds and we as sellers must be able to take 8 seconds to attract consumers’ attention, which means that in the second blink of an eye we have time.

Examples of attention in AIDA are as follows:

  • Want to look beautiful without needing to be on every day?

Interest (Attracting Consumer Interest)

After you can attract the attention of consumers, the next step is to attract consumer interest by highlighting the benefits of the products being sold. At this Interest stage, you as a seller must be able to highlight the advantages of the product being sold so that consumers have an interest and are interested in buying it.

There is some data that you can display to increase the interest of potential consumers such as using facts, statistical data, case studies, and reasons for using the products you sell.

Examples of the application of interest such as:

  • Able to look beautiful in just 30 days.

Desire (Attract Consumers to Buy)

The third stage of AIDA is to get them to really want the product you are selling. This desire is similar to interest, but this desire it is already playing with the emotions and logic of potential consumers. The trick is to add the benefits that exist in the product by playing with consumer emotions.

An example of Desire continued from above with beauty skincare products.

  • luckily, the skincare products we sell all use herbal ingredients and that can be a solution for those of you who are allergic to chemicals.

Action (Inviting Consumers to Action)

The final step in AIDA is to take action by inviting consumers to immediately purchase products. Examples of the use of Call to Action such as “Buy Now”, “Order Now”, “Shop Now” and so on.

If you already understand all the AIDA formulas, you can connect the four sequentially starting from Attention, Interest, Desire, and Action.

Types of AIDA Marketing

To correct the shortcomings of the old AIDA formula, several modifications to the AIDA model are proposed that are more complete and detailed. What are the changes? please see below.

AISDALSLove Model:

  • Awareness 
  • Interest 
  • Search 
  • Desire
  • Action
  • Like/Dislike 
  • Share
  • Love/Hate

AIDAS Model: 

  • Attention
  • Interest 
  • Desire
  • ActionSatisfaction.

Modified AIDA Model:

  • Awareness
  • Interest 
  • Conviction 
  • Desire 
  • Action

Lavidge et al’s Hierarchy of Effects: 

  • Awareness 
  • Knowledge 
  • Liking
  • Preference
  • Conviction 
  • Purchase

McGuire’s Model: 

  • PresentationAttention 
  • Comprehension 
  • Yielding
  • Retention
  • Behavior

Thus the discussion about the AIDA formula in marketing for business and the better result, you can combine the AIDA formula with email marketing services.


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