[To download this poster, visit: https://www.oeconsulting.com.sg/training-presentations] In the dynamic world of marketing, understanding the intricacies of consumer behavior and crafting effective strategies to engage potential customers is paramount. One such invaluable framework that has stood the test of time is the AIDA model. AIDA, which stands for Attention, Interest, Desire, and Action, serves as a foundational cornerstone in the art and science of marketing. Defining AIDA: AIDA represents a carefully structured sequence of stages that individuals traverse on their journey from being unaware of a product or service to becoming active customers. Here's a break down each element: - Attention: This is the inception stage where marketers strive to capture the fleeting attention of their target audience. It's about creating a spark, a momentary pause, amidst the cacophony of information bombarding consumers daily. - Interest: Once attention is secured, marketers delve deeper into engaging the audience. They strive to nurture this initial curiosity into genuine interest by providing relevant information and compelling narratives. - Desire: Building upon interest, the desire stage aims to stoke the flames of want within potential customers. Here, marketers employ persuasive techniques to showcase how their product or service can make a tangible and positive impact on the lives of consumers. - Action: The culmination of the AIDA journey is the action stage. At this point, marketers leverage the accumulated attention, interest, and desire to prompt a specific action from the consumer--typically, making a purchase or taking a significant step towards a brand or product. Benefits of the AIDA Model: The AIDA model offers several benefits to marketers and businesses: - Clarity: It provides a clear and structured framework for understanding the customer journey, allowing marketers to align their efforts accordingly. - Segmentation: AIDA enables marketers to tailor their messaging to different stages of the funnel, ensuring relevance at every point in the customer's decision-making process. - Measurability: By identifying which stage of the funnel needs improvement, marketers can measure the effectiveness of their campaigns and make data-driven adjustments.

1. © Operational Excellence Consulting. All rights reserved.
AIDA Marketing Model
Awareness
Desire
Interest
Action
AWARENESS
In the Awareness phase, the goal is to
create awareness of the product or
service among potential customers.
Metrics that can be used to measure
progress through this phase might
include website traffic, social media
impressions, or search engine rankings.
INTEREST
In the Interest phase, the goal is to
generate interest among potential
customers. Metrics that can be used to
measure progress through this phase
might include click-through rates on
advertisements, time spent on the
website, or the number of downloads
of a whitepaper or brochure.
DESIRE
In the Desire phase, the goal is to create a
desire for the product or service among
potential customers. Metrics that can be
used to measure progress through this
phase might include conversion rates,
customer satisfaction ratings, or net
promoter scores.
ACTION
in the Action phase, the goal is to
encourage potential customers to take
action and purchase the product or service.
Metrics that can be used to measure
progress through this phase might include
sales revenue, customer lifetime value, or
the cost of customer acquisition.
The AIDA marketing funnel is a model used in marketing and advertising to describe the stages
a consumer goes through when making a purchasing decision. AIDA stands for Attention,
Interest, Desire, and Action, representing the four key stages of the marketing funnel.
The AIDA model is a valuable framework for understanding and guiding
marketing efforts, as it helps businesses tailor their messaging and
strategies to each stage of the customer journey.

2. © Operational Excellence Consulting. All rights reserved.
AIDA Marketing Model
Awareness
Desire
Interest
Action
AWARENESS
In the Awareness phase, the goal is to
create awareness of the product or
service among potential customers.
Metrics that can be used to measure
progress through this phase might
include website traffic, social media
impressions, or search engine rankings.
INTEREST
In the Interest phase, the goal is to
generate interest among potential
customers. Metrics that can be used to
measure progress through this phase
might include click-through rates on
advertisements, time spent on the
website, or the number of downloads
of a whitepaper or brochure.
DESIRE
In the Desire phase, the goal is to create a
desire for the product or service among
potential customers. Metrics that can be
used to measure progress through this
phase might include conversion rates,
customer satisfaction ratings, or net
promoter scores.
ACTION
in the Action phase, the goal is to
encourage potential customers to take
action and purchase the product or service.
Metrics that can be used to measure
progress through this phase might include
sales revenue, customer lifetime value, or
the cost of customer acquisition.
The AIDA marketing funnel is a model used in marketing and advertising to describe the stages
a consumer goes through when making a purchasing decision. AIDA stands for Attention,
Interest, Desire, and Action, representing the four key stages of the marketing funnel.
The AIDA model is a valuable framework for understanding and guiding
marketing efforts, as it helps businesses tailor their messaging and
strategies to each stage of the customer journey.

3. © Operational Excellence Consulting. All rights reserved.
AIDA Marketing Model
Phases AWARENESS INTEREST DESIRE ACTION
Objective
Capture the
audience’s attention
and awareness.
Foster genuine
interest in the
product/service.
Create a strong
desire for the
product/service.
Prompt the desired
action (e.g.,
purchase).
Key Activities
1. Creating eye-
catching headlines
and visuals
2. Running attention-
grabbing
advertisements
3. Leveraging social
media engagement
techniques
4. Employing search
engine optimization
(SEO) for visibility
5. Participating in
events and
promotions for
exposure
1. Providing
informative and
engaging content
2. Sharing product
features and
benefits
3. Offering
educational
resources and
guides
4. Using storytelling
to connect
emotionally
5. Encouraging
audience
interaction and
feedback
1. Showcasing
customer
testimonials and
reviews
2. Offering limited-
time promotions
and discounts
3. Demonstrating how
the product solves
specific problems
4. Creating a sense of
exclusivity and
prestige
5. Highlighting unique
selling points and
advantages
1. Providing clear and
compelling calls to
action (CTAs)
2. Simplifying the
purchasing process
for convenience
3. Offering multiple
payment options and
security
4. Implementing
retargeting strategies
to recover leads
5. Tracking and
analyzing conversion
rates and metrics

4. © Operational Excellence Consulting. All rights reserved.
AIDA Marketing Model
Phases AWARENESS INTEREST DESIRE ACTION
Objective
Capture the
audience’s attention
and awareness.
Foster genuine
interest in the
product/service.
Create a strong
desire for the
product/service.
Prompt the desired
action (e.g.,
purchase).
Key Activities
1. Creating eye-
catching headlines
and visuals
2. Running attention-
grabbing
advertisements
3. Leveraging social
media engagement
techniques
4. Employing search
engine optimization
(SEO) for visibility
5. Participating in
events and
promotions for
exposure
1. Providing
informative and
engaging content
2. Sharing product
features and
benefits
3. Offering
educational
resources and
guides
4. Using storytelling
to connect
emotionally
5. Encouraging
audience
interaction and
feedback
1. Showcasing
customer
testimonials and
reviews
2. Offering limited-
time promotions
and discounts
3. Demonstrating how
the product solves
specific problems
4. Creating a sense of
exclusivity and
prestige
5. Highlighting unique
selling points and
advantages
1. Providing clear and
compelling calls to
action (CTAs)
2. Simplifying the
purchasing process
for convenience
3. Offering multiple
payment options and
security
4. Implementing
retargeting strategies
to recover leads
5. Tracking and
analyzing conversion
rates and metrics

5. © Operational Excellence Consulting. All rights reserved. 5
Operational Excellence Consulting is a management training and consulting
firm that assists organizations in improving business performance and
effectiveness. Based in Singapore, the firm’s mission is to create business
value for organizations through innovative design and operational excellence
management training and consulting solutions. For more information, please
visit www.oeconsulting.com.sg