What is AIDA?

AIDA is a marketing formula that stands for Attention, Interest, Desire, and Action. It was first introduced by E. St. Elmo Lewis in 1898 and has since been a widely used strategy in the advertising industry. This model is based on the customer's cognitive process during a purchase decision. By following the AIDA principles, businesses can create effective marketing campaigns that lead to increased brand awareness, customer engagement, and sales.


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Attention: The First Step in Marketing

Attention is the first and arguably the most important step in any marketing campaign. Without capturing a potential customer's attention, the rest of the marketing efforts will be futile. This is where eye-catching headlines, engaging visuals, and compelling copy come into play. The goal is to create something that stands out in the sea of marketing messages bombarding consumers on a daily basis. Once attention is grabbed, the next step is to build interest and desire for the product or service being offered.

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Interest: Engaging Your Audience

Once you've captured your audience's attention, the next step is to engage their interest. This is where you start to build a connection with your audience by demonstrating that you understand their needs and can offer solutions. One effective way to do this is through storytelling. By sharing relatable anecdotes or case studies, you can demonstrate how your product or service has helped others in similar situations. Another way to engage your audience's interest is by using visual elements such as images or videos that showcase your products in action. Whatever method you choose, the key is to keep your audience engaged and focused on your message.


Desire: Creating a Need or Want

After capturing the attention of your audience and getting them interested in your product or service, the next step is to create a desire or need for it. This is where you highlight the benefits and unique selling points that set your offering apart from the rest. Show your audience how your product can solve their problems or meet their needs better than any other option available. Use testimonials, case studies, or social proof to back up your claims and establish trust. By creating a strong desire or need for your product, you increase the likelihood of conversions and sales.


Action: Converting Interest into Sales

The final stage of the AIDA model is Action. This is where you aim to convert your audience's interest into actual sales. To do this, you need to provide a clear and compelling call-to-action (CTA) that encourages them to take the next step. Your CTA should be specific, using language like 'Buy now' or 'Sign up today.' You can also use urgency and scarcity tactics, such as limited-time offers or stock availability notifications, to motivate your audience to act quickly. Make sure your CTA is prominent and visible, whether it's a button on your website or a link in your email. The key is to make it easy for them to take action and convert their interest into a purchase.

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