How to get Attention, Interest, Desire, and Action from your (potential) customers these days? The effects of the global pandemic and its consequential (partial) lockdown are that people go online more than ever for engaging with others, for their information and inspirational needs and for their shopping. How do you adapt to this online society? Let's re-define the good-old marketing model AIDA.
The Origin of AIDA
The AIDA model is one of the longest-serving models used in advertising, having been developed in the late nineteenth century. Marketers use the letters of AIDA to indicate where somebody is in the process of buying: Attention
So, marketing already existed over a hundred years ago. In fact, drawing attention for a product is something traders have been doing since humans started trading, thousands of years ago. Attention, Desire, Interest, and Action have practically always been there; it has merely been adjusted to this evolving world. In our floricultural business these days, AIDA happens online through webshops, social media, and inspirational online magazines and platforms.
Your Customers Are Online
In our line of work, floriculture, everyone's online: breeders, growers, wholesalers, retailers, florists, and consumers. And everyone follows the same path of AIDA. It took a digital (r)evolution and handy tools like fast computers, broadband internet, and smartphones. We have online access to the whole world.
AIDA Has Evolved Along the Way in Comparison To the Offline Path
• Attention (or Awareness) is still the starting point, but more and more often this is brought to you in your email box, web browser, and smartphone. Also: for the sender of the messages, digital media are much cheaper than print media.
• Interest comes no longer by just looking at a product picture or its specs but through stories. In today’s marketing people are centralized, not products. People want to know what’s in it for them.
• Desire is a consequence of the stories told by the products. When they touch the reader personally, they are more likely to raise demand.
• Action is then the goal. Not the final goal, because marketers believe that true marketing is not only to sell but make customers so happy that they will come back for more.
Do you believe in online? Check how AIDA could work for you.