Definition of AIDA Marketing, Concepts, and Examples

AIDA Marketing

For those of you who are already involved in the marketing world, you may already be familiar with the term AIDA.

To increase sales of their products, brands or companies all over the world use the AIDA marketing technique.

However, it could be that you have just heard of the term AIDA.

So, what does AIDA mean?

How is it implemented?

What are the advantages and disadvantages of AIDA?

All these will be answered in this blog post.

Just continue reading below:

Meaning of the Name “AIDA”

As an acronym, AIDA comes from the words attention, interest, desire, and action.

AIDA is a concept that is widely used in the world of marketing.

AIDA marketing works by identifying the cognitive stages a person experiences when purchasing a product or service.

In short, AIDA explains the buyer’s stages before finally deciding to make a purchase.

AIDA Concept

As explained above, AIDA is an abbreviation for Attention, Interest, Desire, and Action.

The following is an explanation of the four stages.

  1. Attention refers to the stage of attracting the attention of potential consumers.
  2. Interest: This term refers to the stage of attracting consumer interest by discussing their problems.
  3. Desire: This refers to the level of offering your product as a solution.
  4. Action: This refers to the stage of inviting potential consumers to buy your product.

Advantages and Disadvantages of AIDA

Even though it is a popular marketing technique, AIDA still has its own advantages and disadvantages.

Here, we summarize the advantages and disadvantages of AIDA that you need to pay attention to:

1. Advantages of AIDA

There are several advantages to AIDA marketing, including the following:

  • The Model is Timeless and Has Many Derivatives

AIDA marketing has been around for more than 100 years. Even so, this model is still widely used today.

In fact, currently there are many models derived from AIDA, such as DAGMAR, AIDAS, or AISDALSLove.

The use of the AIDA strategy and its derivatives can also be adjusted to the company’s goals and needs.

  • Knowing Product Weaknesses

Another advantage of AIDA is that it can help you find out the weaknesses of your product or service.

This can be seen in each stage implemented in the AIDA model.

  • Converting Audiences into Consumers

When talking about content marketing, AIDA can also help create or formulate content that can convert audiences into consumers. And this will be greatly influenced by the quality of the content.

2. Disadvantages of AIDA

Apart from the advantages above, there are also various disadvantages to AIDA marketing, including the following:

  • Can Only be Applied to New Consumers

AIDA’s first drawback is its limited capabilities.

In general, AIDA can only be applied to new consumers because people tend to be interested in trying newly released products.

  • Just Focus on One Level

From the start, AIDA was a marketing model containing stages of acquiring consumers.

This means that the implementation of AIDA must be carried out in its entirety.

Unfortunately, quite a few companies only focus on one stage in AIDA, and this model sometimes becomes ineffective.

  • Considered Too Simple

Another drawback of AIDA is that the model oversimplifies the purchasing process, even though there are many other factors that influence it, for example, price, availability of goods, recommendations from other people, and many more.

Example of an AIDA Concept Application

How is the AIDA concept implemented?

Let’s say an entrepreneur named Success wants to start a business in the fashion sector.

To be able to get consumers, she implemented AIDA marketing in her business.

1. Attention

Because her business is still new, Success wants her product to be known to many people.

The way to do this is by creating a social media account and entering information related to the shop and product, such as operating hours, ordering system, clothing models, and prices.

Success also makes her business’s social media appearance as attractive as possible, so that many people are interested in the products she sells.

2. Interest

After successfully attracting the audience’s attention, the next stage is to attract the audience’s interest by uploading photos of the best products.

To be more convincing and increase audience interest, Success also hires professional models or influencers.

3. Desire

The next stage of AIDA is desire.

After successfully gaining the audience’s attention and interest, Success entered the desire stage by providing attractive promotions or discounts for customers to trigger their desire to buy.

4. Action

After desire arises, the next step is to encourage the audience to take purchasing action.

This can be done by explaining a simple purchase flow or by explaining what the audience will get after making a purchase.


AIDA is a series of basic stages that can be applied if you want to attract consumers.

This concept is relatively simple, but if implemented optimally, it can bring maximum results too.

Apart from its various advantages, AIDA is a marketing technique that also has a number of disadvantages.

Even so, this concept is still worth trying, especially for those of you who are just starting a business.

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