Remember AIDA from your marketing courses? AIDA is a model credited to Elias St.Elmo Lewis in 1898 which marketers have used throughout the 20th century.
- A = Attention
- I = Interest
- D = Desire
- A = Action
This model was developed to help marketers understand and determine which stage of the consumer’s purchase cycle they were attempting to influence with their communications. That influence of course was meant to move the consumer from one stage to the next, until ultimately they act, or buy.
The model survived many tests. It remained relevant through the advent of radio and television. But how does the model hold up in the connected world we know today? By connected, I do mean internet through computer, phone, tablet, smart TV, gaming consoles, eReaders, connected car, wearable devices and the internet of things (like your refrigerator).
AIDA evolution in the age of Internet
In the last 15 to 20 years, many alternative models have evolved. Many attempts have been made to be more precise or include other components of the consumer’s path to purchase.
- AIDAS = the S is for satisfaction
- TIREA = Thought, Interest, Risk, Engagement, Action
- REAN = Reach, Engage, Activate, Nurture
- ACTLA = Awareness, Consideration, Transaction, Loyalty, Advocacy
Mostly, I believe they’re all attempting to create a new and more modern model, but if we consider them objectively, they all boil back down to AIDA.
Most current consumer path to purchase models, or consumer buying funnel as they’re also called, are actually expanded AIDA models, refining extra steps which we can now more properly identify and measure through digital media opportunities.
- Attention expands into Reach and Awareness
- Interest expands into Appreciation and Consideration
- Desire becomes into Intent to buy
- Action expands into Acquisition and Customer relationship
But is AIDA still relevant in a connected world?
Did I forget to answer this question? Of was the AIDA expanded not clear enough?
YES, AIDA is still relevant today, regardless of the medium, tactic and format. AIDA looks at the buying process not from the communications angle, but from the consumer’s point of view. The consumer hasn’t changed much. The tools at his disposal have changed though. Their speed and breadth of the buying process has evolved, but the process itself has not.