The world of advertising is becoming increasingly competitive, but the principles of classic marketing remain the same. To encourage a user to make a purchase, you need to lead him through four stages of the sales funnel. In 1898, American advertiser Elias St. Elmo Lewis called this method AIDA and all marketers in the world still use it.
In this article, we will look at what AIDA is and how it helps influence the audience at all stages of the sales funnel.
What is AIDA
The abbreviation AIDA stands for Attention, Interest, Desire and Action. These are the mandatory stages that a consumer goes through overseas data when viewing an advertisement.
According to the methodology, the main role of advertising is to attract a client. But it is not enough to hook the user, you need to arouse his interest in the product or service. As soon as the client is interested, it is important to form a desire to take advantage of this offer. As a result, the person must buy or order the product.
The marketer’s task is to ensure data analysis and business intelligence in digital business that as many potential users as possible move from one stage of the sales funnel to another and reach the end.
The author of the AIDA theory, American advertiser Elias St. Elmo Lewis, proposed the following stages of the sales funnel:
Let’s take a look at how Burger King uses the AIDA steps.
Attention. It is attracted by bold headlines, bright creatives, dynamic videos, unusual colors, striking typography, noticeable posters and celebrities’ faces.
Burger King uses provocative advertising to attract the attention of its target audience and other seemingly uninterested people.
Interest. A profitable promotion or special offer will help to interest the user. The audience’s interest can also be aroused by a unique selling proposition (USP).
For example, Burger King grabs attention with a provocative headline and then piques interest with information about a discount.
Desire. At this stage, it is important to use all audiovisual means to explain the advantages of the product or service, the unique properties and the benefit of buying. Let the consumer already feel like the owner of the product.
For example, Burger King does not tell, but shows its products. So that the customer understands in which fast food chain one can buy such singapore number delicious food, the company left its logo.
Action. Provide clear instructions and a call to purchase in a prominent place. It is important that the ordering process is as simple and convenient as possible for the customer. This significantly reduces the likelihood that he will not complete the transaction.
