[스크랩] Online Marketing: Breaking Down the AIDAS Mode

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How to Simplify the AIDAS Model and Make it Practical for Your Online Business

My intent with this diagram was to illustrate the relationship between the consumer’s buying phases or intent and you the online marketer.  As you know everything starts in the mind of the consumer.

So what this diagram can assist you with aligning your objectives and online marketing tactics with the phases that your consumer moves through as they contemplate making a purchase from your site.

Also, just in case you aren’t so familiar with the AIDAS model below is a summary of the AIDAS model that I’ve repurposed from an older post.

The AIDAS Model

Attention

In an Internet marketing campaign this phase of the campaign typically begins with the usage of a headline that grabs your audience’s attention by speaking to your audiences intent while stating your brands unique selling proposition (USP). By the way, a strong USP is one that makes the consumer or the target audience the hero. The example that one of my instructors used to illustrate a potent USP is Geico’s “15 Minutes Can Save You…”.  I also like Nike’s “Just Do It”.

Interest

After you’ve caught the attention of your audience you will need to intensify that attention by holding it so that it develops into interest. Interest is the urge that causes them to make that initial click on your banner after they’ve had a few seconds to study it.

In the interest stage you are reinforcing the USP and laying the USP out in the form of an offer. Your offer might be mentioned on your landing page or on an offer page of your website.

Desire

This is where you use your marketing collateral or sensory elements (think image library) to encapsulate the desires of your audience. It’s like you are simply reflecting the audiences feelings or logic back to them (depending upon the persona that you are appealing to) so that the audience’s subconscious activates their conscious and prompts them to become aware that they are really, really want whatever it is that you are offering.

Action

This is where your persona development really kicks into high gear because in order to optimize your conversions you will want to filter the action that you want your audience to take through the lens of whichever persona that you are speaking to. Alternatively, as far too many marketers do-you could take the opposite route and design your offers to say what you think is important.

However, when we try to present the information that we think is important we encounter buyer resistance otherwise known as friction.

You will also want to reinforce the action phase of your online marketing plan with a statement of trust to reassure your visitors that they are taking the right step because after all if you respect their privacy or you let them know what to expect from you, then you must be a solid brand to do business with, right?

Satisfaction

The satisfaction piece is probably the most crucial piece of this whole puzzle because if we don’t get this part right then we will forever be like that little mouse in the cage chasing its tail for new customers. Satisfaction is the part that reminds us marketers that we are part of a team that includes sales, marketing, operations/admin, and customer service.

You see…Satisfaction (in the customer’s mind) is what you want to take place immediately after the sale to counteract the buyer’s remorse that usually sets in after your consumers make a purchase.  You can build satisfaction with a thank you for your purchase page that provides a customer service number, return policy, or any other related support information that let’s the customer know that you “have their back”.

출처: http://www.beninbrown.com/2010/08/01/online-marketing-breaking-down-the-aidas-model/