The stages of the AIDAR model
Knowledge of the AIDAR model is fundamental to creating a successful ad strategy. It is the theory which should underlie the practical efforts of an ad campaign. While the posts following this will show how the AIDAR model can be translated into a practical Facebook advertising strategy, this post will explain each of the stages which make up the model.
The AIDAR model maps out the stages of engagement an individual has with a product or service. These stages are:
The individual first becomes aware of the brand, what they stand for and the products or services offered. At this stage, the goal of ads should not be to sell but to attract attention towards the brand, to put it on the individual’s agenda without making them feel as if they are being targeted for monetary gain.
The individual next learns of the benefits of what is on offer and may conduct further research into the brand, such as by browsing their website.
Next, the desire for the product develops. Here, an ‘emotional connection’ between brand and customer can be established. The individual is not just aware of what is offered and understands the benefits, but begins to relate it to the gap it could fill in their own life. They feel more strongly towards the product. For instance, the individual shifts from merely being interested in a hoover and thinking it is a good product, to feeling as if they need it in order to feel pride in their home. This feeling will motivate them to take…
The individual interacts with the brand more concretely, such as by purchasing the product, making a phone call, donating, or downloading a brochure.
In many versions of the model, this step is overlooked. However, it is highly important. Generating not just customers, but loyal customers who will purchase from the brand multiple times, leave good reviews and become brand ambassadors, will increase the return on investment. This could be achieved by keeping in touch with the database of existing customers, potentially through a newsletter or email marketing.
Why is the AIDAR Model important to keep in mind?
An awareness of the psychological process involved before a customer makes a purchase means that you can take advantage of touch points – moments where customers will be most open to influence. For instance, if the customer is in the consideration phase and desires a product or service, it might be useful to provide them with offers to encourage them to make the final decision and purchase from the brand. Knowing what kind of marketing to put forward and when is highly important, and the AIDAR model helps to inform this.
Written by Josie Clarke, Shoo Academy