AIDA Model for Advertising: Classify, Strategize, and Implement

AIDA model stands for Attention intrest desire and action. This framework is used to understand the customer's journey through five stages (AIDA) of making a purchase decision. It can be flexibly used across any product or service offering.

By applying the AIDA model, you can gain a comprehensive view of your audience's journey and identify areas for growth and optimization.

This is how a Customer travels before making a purchase.

Let's take an example of a Google search user who is searching for information about AIDA to learn and implement the concept in their business.

Neuro Marketer perspective: A user searches for the term "AIDA" in a short format to save time.

Attention: The user sees a list of results but usually focuses on the top three. The first link catches their eye, as it has each letter capitalised and is neatly separated with an arrow. The description gives a basic explanation of AIDA with a call to action to "learn."

Title: Attention → Interest → Desire → Action | Neuro Marketer

Description: Learn AIDA to boost sales, a flexible and versatile framework used to understand and optimise a customer's purchase decision through five stages.

Interest: The user becomes interested and clicks the link to learn more about the concept. They are taken to a landing page that explains the AIDA framework and how it can be easily implemented in their business.

Desire: In a particular section, the user reads a case study in depth, which explains how a business made 10x more conversions by adopting the AIDA framework. This creates desire in the reader's mind that even their business can make more money by implementing AIDA.

NM perspective: Creating desire in your audience's mind makes your business offering a need rather than a want.

Action: After reading the case study, the user comes across a native ad that reads "Achieve 10X Growth with Our 5-Step Strategy". Intrigued, the user clicks on the ad and purchases a 30-minute business consultation session from Neuro Marketer.

How to implement the AIDA model for your business?

To effectively implement an AIDA model for your business, it is important to have a clear understanding of how customers make purchases within your particular offering. This involves identifying all touchpoints associated with a purchase, and categorising each touchpoint according to its respective stage in the AIDA framework: Attention, Interest, Desire, or Action.

NM perspective: Map the purchase journey by empathising with each buyer's unique perspective. Keep in mind that each customer is unique and requires an individualised approach.

Step 1: Prepare questionnaire

Create a list of easy-to-understand questions that gather information about the different touchpoints in a purchase journey.

Step 2: Conduct customer interviews

Interview as many customers as possible, either individually or in a focus group of around 6-10 people. Use the prepared questionnaire to collect information, ensuring that customers understand the questions and answer accurately.

Step 3: Classifying touchpoints

Based on the collected data, classify the touchpoints under each AIDA stage.

Step 4: Perform iteration Perform customer interviews at least once every two months to refine the collected information, leading to better touchpoint data.

Use Neuro Marketers AIDA questionnaire to perform customer interviews.

AIDA customer interview questionnaire

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How to classify touchpoints for the AIDA model?

The touchpoints for an AIDA model can be classified by understanding their nature and the audience's perception. Audiences have unique needs at each stage of the AIDA journey, so it's important to classify touchpoints to optimise them for better conversion.

Attention: This is when a prospect first comes across anything related to your business, such as your brand logo, website, or advertisement. If the information they receive during this stage is helpful, they move to the next stage.

Interest: Once a prospect has given you their attention, they begin to have curiosity about what your business has to offer. They may inquire about your product, compare it with other brands, and decide whether or not they need it. If the information they consume generates interest in your offering, they move to the next stage.

Desire: This stage is when a want becomes a need. Prospects have finalised their decision to purchase and are now searching for discounts and reading reviews. If the information they consume at this stage builds trust and evokes a high level of utility, they move towards the next stage.

Action: This is the stage when the prospect becomes a customer, as they are in the payment stage or taking an action in favour of the business's revenue model.

Throughout the journey, prospects expect to feel comfortable and have all the required information in one place.

Strategy to optimise AIDA touchpoints?

Focusing on better customer experience is core of any strategy that you could think of to optimise the AIDA touchpoints. I've tabled out a few strategies that could help you to figure out how to optimise touchpoints across AIDA.

AIDA Stage	Touchpoint	​Strategy
Attention	Social Media Ads	Use eye-catching visuals and persuasive copy to grab attention that paves the way ahead for evoking interest
	Website Landing Pages	Create user friendly designs across your website, social media accounts so that it gets your target audience attention
Interest	Product Descriptions	Make sure your product/service description highlights the value proposition and makes it stand out from competitors.
	Email Marketing	Use personalized emails to hook the customers and change their want to need.
Desire	Social proof/ Customer Reviews	Share customer testimonials, reviews and other social proof to build up the trust that the product/ service will satisfy their need.
	Promotions and Discounts	Offer discounts or other benefits based on the customers past interaction to add fuel to their desire.
Action	Checkout Process	Simplify and streamline checkout process to reduce cart abandonment and encourage completion of purchase
	Follow-up Communication	Send personalized follow-up communication to thank customers for their purchase and request feedback to improve customer satisfaction
	Follow-up Communication	Send personalized follow-up communication to thank customers for their purchase and request feedback to improve customer satisfaction