Ever wondered how brands lead you from discovering their product to the moment you whip out your credit card? The answer lies in a simple yet powerful marketing theory that’s been around for over a century: the AIDA model. Created by E. St. Elmo Lewis in the late 19th century, AIDA stands for Attention, Interest, Desire, and Action — the four stages consumers typically pass through before making a purchase decision.
Despite its age, the AIDA model is far from obsolete. In fact, with today’s complex, multi-channel customer journeys, AIDA is more relevant than ever. So, how can business leaders apply this timeless framework to modern consumer behaviour?
Let’s break it down.
AIDA in a Nutshell
Here’s a quick refresher on what AIDA is all about:
Attention – Grabbing the customer’s attention.
Interest – Sparking curiosity and keeping them engaged.
Desire – Creating a strong want or need for the product.
Action – Encouraging the customer to take the next step (purchase, sign-up, etc.).
While the theory might seem simple, applying it in today’s fragmented digital landscape—where consumers are bombarded with choices across multiple platforms—requires a little finesse
Stage 1: Attention – Cutting Through the Noise
In the digital age, getting attention is a bit like trying to be heard at a rock concert—everyone’s screaming, but only a few stand out. The average consumer is exposed to between 6,000 and 10,000 ads per day, and the competition for eyeballs is fierce.
To grab attention, you need to:
Use bold, memorable messaging – This is where creativity matters. Think of Apple’s iconic “Think Different” campaign or Nike’s Just Do It. These slogans cut through the clutter and become instantly recognisable.
Leverage visuals – Attention spans are shrinking, so quick, impactful visuals are key. Research shows people form a first impression in just 50 milliseconds, so make your ad visually arresting.
Harness multiple touchpoints – Use a mix of channels—social media, display ads, email, and even old-school tactics like billboards—to increase the likelihood that your brand will pop up in a consumer’s life.
Example: Dollar Shave Club grabbed attention with their viral launch video, combining humour with a unique value proposition (“Our blades are f***ing great!”). The video garnered millions of views, grabbing consumers’ attention in a sea of standard razor ads.
Stage 2: Interest – Keeping Them Hooked
Congratulations — you’ve grabbed their attention! But now comes the hard part: keeping it. Consumers are curious by nature, but in the digital age, their attention span is short. If you can’t keep them interested, they’ll click away.
To maintain interest:
Tell a story – Storytelling is marketing gold. It connects emotionally and helps consumers relate to your brand. Research by OneSpot found that 92% of consumers want brands to make ads that feel like a story.
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Provide value – Interest won’t last long if your product doesn’t seem relevant. Educational content —blog posts, webinars, or explainer videos—can help build interest. HubSpot does this masterfully by offering free tools and educational resources that engage users before they ever pay for software.
Use personalisation – Personalisation can increase engagement by up to 20% according to studies. Show consumers content or products tailored to their needs based on past behaviour or preferences.
Example: Spotify uses personalised playlists like “Discover Weekly” to not only spark interest but keep it alive by making the content relevant to each user. Personalised recommendations based on previous listening habits draw users back, week after week.
Stage 3: Desire – Creating Want (And FOMO)
Now that your potential customers are paying attention and are genuinely interested, it’s time to make them want your product. This stage is all about playing on emotions and demonstrating value.
To drive desire:
Highlight benefits, not features – People don’t just want to know what your product does—they want to know how it will improve their lives. Instead of saying, “Our mattress has memory foam,” say, “You’ll sleep better than ever.”
Create scarcity – Limited-time offers or low stock can drive urgency. The Scarcity Principle —a key concept in behavioural psychology—explains that people are more likely to desire something they perceive as scarce. This taps into the Fear of Missing Out (FOMO).
Use social proof – Seeing others use or endorse a product increases its desirability. Reviews, testimonials, and influencer marketing are highly effective for this.
Example – Tesla taps into desire by emphasising the benefits of owning an electric vehicle—clean energy, cutting-edge technology, and luxury — all while maintaining a sense of exclusivity. Their waitlists and limited availability also create a scarcity factor that boosts desire.
Stage 4: Action – Sealing the Deal
The final stage is where the magic happens: the customer decides to take action. But it’s not always as simple as adding to cart and checking out. In fact, 70% of online shopping carts are abandoned, so making it easy for customers to act is critical.
To drive action:
Make the call-to-action (CTA) clear – The best CTAs are simple, direct, and unambiguous. “Buy Now,” “Sign Up,” or “Get Started” should be visible and compelling.
Reduce friction – Make the buying process as seamless as possible. Simplify forms, offer guest checkout, and eliminate unnecessary steps.
Use urgency – A ticking clock on a sale or limited-time offer can push customers to act immediately. Ever noticed how booking sites like Expedia remind you that “Only 2 rooms left at this price!”? That’s urgency at work.
Example – Amazon’s “Buy Now with 1-Click” option is the epitome of reducing friction. The fewer steps between decision and action, the more likely a purchase is to happen.
Modern Consumer Journeys: AIDA in the Digital Age
The AIDA model may be old, but it’s more relevant than ever in today’s multi-channel, multi-device world. Consumer journeys are no longer linear—they bounce between social media ads, YouTube videos, blog posts, and review sites. However, the core principles of AIDA still apply:
Attention – Grabbing initial attention through bold, multi-channel campaigns.
Interest – Maintaining interest through valuable content and personalised experiences.
Desire – Building desire by highlighting benefits, using scarcity, and leveraging social proof.
Action – Encouraging action through clear CTAs and a frictionless user experience.
By understanding and applying the AIDA model, business leaders can create marketing strategies that guide consumers along the path to purchase—whether it’s on a smartphone, in-store, or via email.
AIDA Isn’t Dead—It’s Evolved
The AIDA model remains one of the most effective frameworks for understanding consumer behaviour and building marketing strategies that resonate. While consumer journeys are more complex than ever, the core idea behind AIDA—guiding the customer from attention to action—remains key to successful marketing in today’s digital world.
So, whether you’re crafting a social media campaign, designing your website, or launching a product, remember: AIDA isn’t just a theory from the past—it’s a blueprint for modern marketing success.