The AIDA method has been linked to the world of marketing for years. In it, through its acronym, the exact order of emotions that a particular message, or a strategy, intends to provoke in a person is described. The meaning of its acronym is Attention, Interest, Desire and Action.
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Origin of the Aida method
It was created by Philadelphia publicist Elias St. Elmo Lewis in 1898 and to this day it is still valid. This method shows the different phases that a customer follows when faced with a purchase decision.
Lewis can be considered one of the first to use the scientific method in advertising, basing his method on a great experience and ended up developing the AIDA model that has lasted for more than 100 years.
Phases of the Aida Method
- Attention: the product must attract the attention of the consumer. This is done through advertising material that generates calls.
- Interest: once the user’s attention has been aroused, interest must be maintained through the presentation of more product information.
- Desire:captured the attention and generated the interest is the time to generate the desire to the potential client.
- Action: as soon as the desire has been generated, the client must be taken to action.
The AIDA method in marketing
This model can be applied to multiple areas of marketing. It is currently being used in the field of social media.
For attention, first of all companies must have a presence in different networks to reach their audience. They then provoke interest, optimizing their content and inviting users to participate in their online community, for example, by sharing their messages. This provokes desire, through regular communication, and finally you get to action, with calls to action such as “try our new product” or “subscribe to our newsletter”.