What are the advantages of the AIDA formula?

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By expanding the model, target groups can be addressed specifically and thus positively influence the purchase decision of a product or service
It is a helpful tool to analyze the structure of advertising measures and messages
Although it is an old model, the AIDA formula can be transferred to all modern media
Around 80% of all purchasing decisions are made emotionally and only 20% rationally. Accordingly, the desire to own the product or the desire to buy it can also be aroused by emotions.
Criticism of the AIDA model
Because the AIDA formula is already quite outdated, the model has been criticized singapore phone number data frequently. Dividing a buying process into the phases of attention, interest, desire, and action can often be too rigid in the rapidly changing and flexible world of online marketing. Numerous buying processes can arise online that cannot be categorized into the classic four-stage model of the AIDA concept.

For example, the customer journey in a Google search doesn't start with the actual first stage – attention – but with an existing interest. Users are actively searching for the product. Your search result must then stand out from the other SERPs to be clicked. The second stage here is attention, which typically represents the entry point into the AIDA model.

Conclusion on the AIDA formula
Although the AIDA model is somewhat dated, it can still be used to better define target groups and thus positively influence purchasing decisions. The four phases also help when it comes to analyzing marketing measures or developing new ones.