Applying AIDA to your Digital Marketing Strategy
We’re all well aware of the growth of digital marketing. Brands are omnipresent across different digital media. However, when everyone is on multiple platforms and your audience is exposed to everyone's content, how will you convince them to purchase from your brand?
(Source: Morning Consult)
Exposing your audience repeatedly to the same message will lead to audience fatigue. When competition is fierce, the market is cluttered, and options are endless, how will you engage your audience with relevant content to convince them to purchase?
This is where AIDA comes into play!
Now, what is AIDA?
It is an abbreviation for Attention, Interest, Desire, and Action. You can sum up the entire theory with one sentence -
"Marketers need to create a message that will grab the audiences' attention, induce interest in the product or service followed by a desire to acquire it, which ultimately motivates them to take action or make a purchase".
(Source: Roots Digital)
Let’s break it down further.
The first step required by any marketer is to gain the customer's attention.
How will your customers buy your products or services if they don't know about your business?
For this, it is crucial to have a strong digital presence. Work on your website and its SEO. Evaluate how it performs on Google Analytics and follow the guidelines to improve indexing results.
With the new year around the corner, understand up-and-coming strategies for SEO in 2023. It will help you improve your rank on the index, and the audience will discover you through search results.
Once you have the customer's attention, you need to turn it into interest. Share insightful and interesting information with your audience. While many brands succeed in grabbing attention, inducing interest is where they struggle.
It's not about hard selling your brand. Instead, you need to focus on creating genuine interest among potential buyers with relatable information.
Brands like Amul and PaperBoat are excellent when it comes to creating interest. While Amul engages the audience with current affairs, PaperBoat brings back nostalgia with innocence.
(Source: Amazon Media)
Attention can be momentary, and interest can keep someone engaged with the message; however, desire is what leads to purchase. How will you create this desire, especially on a digital platform where the audience can skip your advertisement easily and scroll through your message to pay attention to your competitor?
If your customers are following your page on Instagram or Facebook, you need to share relevant content to drive their desire. Share user-generated content or collaborate with influencers to make the message reliable.
The final step in AIDA is Action. This is where it all comes together! On digital platforms, you need to make things user-friendly as the audience has plenty of options just a click away, and they won't wait to learn the buying process on your application or website. With your advertisements, you must have a CTA (Call-To-Action) button, which takes your viewer to the portal to make the purchase. Ensure your customer's data and bank details are protected during purchase to make it a safe experience.
With goal-oriented planning, you can incorporate AIDA into any digital marketing strategy. Also, you can focus on each element separately to create a checklist that will help you evaluate your plan. With this, you will know what you are planning to achieve and what you can achieve.
To learn more about improving your digital marketing strategy, read our Blog: Stages and Benefits of Inbound Marketing.
To make successful digital marketing campaigns and to have an agency help you with it, click here to connect with the experts at Albatrot.