Using the persuasive theory of consumer behavior to sell a product is an effective way to engage consumers. However, it is vital to know your target market. You must know their interests, problems, and behaviors. This way, your marketing campaigns can engage and convert customers. The AIDA model has been a popular model for marketing for decades and helps marketers frame communications at various stages of the consumer journey. While AIDA focuses on the purchasing decision, marketing today goes beyond that.
To create a successful marketing campaign, a brand must create a desire in the consumer’s mind. It must hold the consumer’s interest long enough to encourage the consumer to take action. This can be done by adding facts to the consumer’s knowledge, or inciting curiosity about the product or service. For example, if Disney announced that its upcoming tour will feature popular Disney characters, this would likely increase the interest in the tour. The goal of marketing is to generate action from the receiver, whether that’s a purchase or a referral.
AIDA is a model for defining a customer’s journey from awareness to action. The AIDA model lays out the four stages of attraction: Awareness, Interest, Desire, Action. The first step in this process is awareness, while the next is interest, which moves consumers towards liking the product. The fourth stage of the customer journey is desire, which leads to purchase. Using this model, you can create a sales funnel that engages customers from the awareness stage to the desire stage.
AIDA aims to attract potential customers by demonstrating a product’s distinct features and benefits. To engage customers, your marketing message should be conveyed in a way that is both effective and relevant to the client’s needs. For instance, the AIDA model of marketing suggests that attention is a good way to attract potential customers. However, this is not sufficient as people must be passionate about your products or services to make a purchase. In addition, a successful marketing campaign should also be able to maintain the customer’s interest over time.
Using an example from the world of sports, the Adidas campaign for a new sneaker uses a picture of Lionel Messi and contrasting colour schemes. The caption adds a bit of spark to the image, which appeals to the sports enthusiasts. A consumer might research the product further to understand the features of the shoe. However, most people who purchase an Adidas sneaker are not aware of the features that make it so special. Therefore, inexperienced marketers tend to oversaturate their customers with options.
Another example of advertising using the persuasive power of the psychological model is through the use of auditory elements. Short, colorful advertisements are broadcasted louder than the actual show. These advertisements are designed to entice viewers by appealing to their senses. These ads are usually accompanied by catchy jingles and current pop songs. Some of the advertisers have resorted to old methods as well, such as scents. Using the persuasive power of smells is a powerful way to engage consumers. For example, a bakery can advertise a new edition of its popular Narcos show or the new Netflix Originals in India.