Two models often used to clarify the system of consumption behaviors are the Marketing process through the AIDMA and AISAS models. Both model the process by which a user purchases a product or service, but do you understand the difference between the two?
This time, we will introduce the meaning of AIDMA and AISAS, which are difficult to distinguish, and how to use them. We have also prepared a template that you can apply for yourself, so take advantage of it.
Systematic Marketing Process through AIDMA and AISAS Models
1. What is the marketing process through AIDMA model?
The AIDMA model is a concept advocated by the American writer Samuel Roland Hall in the 1920s. It is one of the templates to explain the users purchasing decision process and is composed by taking written words. abbreviation of the following words.
- Attention: Learn about attention, products and services
- Interest: Hobbies, interests
- Desire: Desire
- Memory: Stored in the users mind
- Action: Purchase action
By breaking down the purchase decision process into five parts and defining the stage that drives the user, it is possible to communicate with the user and connect them with the purchase.
Specific examples of the marketing process through the AIDMA model
Think about the process of buying a new smartphone. First of all, users know about smartphones in advertisements on TV, magazines and on the Internet. This is Attention: Attention.
Next, decide whether you like or dislike the smartphone you saw in Interest: Preferences. Also use Desire: Wish to see if you need this smartphone and use Memory: Mind to remember it.
Finally, when you are determined to buy a smartphone, you will make a purchase. Here is the Action: Action.
Here are some success stories that have created a sensation in the advertising industry. This was a case of great success thanks to a huge budget campaign in which idols sang hot songs and famous actresses appeared.
Shampoo advertising strategy:
- Invest a big budget and appoint famous idols and famous actresses for TV commercials.
- The theme song remains in the mind of the customer, and even if the customer hears it in the city, they will remember the product brand.
- All the actresses are beautiful. Customers are overwhelmed just looking at it.
- Are idols beautiful? Well, women have their beauty as well.
- Distribute samples in stores and on the street.
- The customer has a sample! They use it at the gym.
- Advertising form at drug stores and cosmetic stores in bulk.
- Sold in sets and with promotional items.
- Consumers buy goods at the store.
- The template is very comfortable to use, so the customer bought it.
The gimmick was successful.
Consumers prefer the AIDMA model. The marketing strategy that promotes the beauty of black hair to the fullest extent has won the hearts of women, who prefer black hair.
Marketing The customer journey is "the path from exposure to the product until the customer buys and uses the product.In some cases, it is left incomplete and ends up leaving it in carts without taking the final step - checkout for the product....
What is the customer journey? Which path leads to a purchase?
The customer journey is "the path from exposure to the product until the customer buys and uses the product.In some cases, it is left incomplete and ends up leaving it in carts without taking the final step - checkout for the product....
2. What is the marketing process through the AISAS model?
The marketing process through the AISAS model takes the idea of the Internet as something that matches the popular behavior of consumers today. This model is advocated in accordance with the mainstream trend of buying behavior over the Internet.
Now that SNS is popular, if you buy through product blogs, Twitter, Facebook, customers install tag posts, for friends to share. That behavior has become commonplace. Influencers recommending products in SNS are on the rise.
Moreover, more and more people are using SNS instead of search engines like Google and Yahoo! to look for something. In such an environment, the AISAS Marketing Process can be said to be an important template for thinking about future marketing strategies.
Detailed explanation of the factors:
A - ATTENTION
Attention means to attract attention. A brand that wants to have a foothold in the market and make customers remember it first needs to attract attention. In todays fast-paced internet environment, the opportunity for you to attract customers is immeasurable. It can be Online seeding, PR articles, banners, Display Ads… How to make as many people know about your products and services as your first step is successful.
I - INTEREST
Once it has attracted enough potential customers, brands can easily find a foothold in making them interested in their products and services. In this step, you need to increase the ownership needs of your audience by offering them experiences they can get to enhance their lives. Tell them why your brand is unique and different from others on the market
You can use your USP, or give evidence from the sweet feedback of previous customers, or let potential customers experience your products. Give them a chance to affirm that your product is practical and necessary in their lives.
S - SEARCH
Before customers can take specific action on a product, they will have to find out about the product and service to see if it really meets their needs, has good reviews, or benefits that they have. they can gain from that product.
The most powerful search engines in Vietnam today are still Google and Facebook. So how do your products and services appear in the top 10 google search pages? That is using SEO, SEM to promote your brand position compared to other products on search engines. In addition, the quality of your content on social tools also needs to be attractive so that users will remember and be more impressed with your product.
A - ACTION
This is the runner-up of any brand. At this step, the customer will decide to take action, but what action depends on the steps above you have really done well. Customers may decide to buy your product, try it out, or simply exit the search engine without paying attention to your product.
Therefore, to hit this decisive ball, you need to issue an immediate call-to-action (CTA), or offer promotions to those who order today.
This step is extremely important for every brand, even though all three steps above you do very well, SEO still runs at the top of search, but if ACTION is not effective, the conversion rate will be very low, leading to your business. You still do not get the revenue as expected.
S - SHARE
This is the destination of all brands. When they have achieved the expected revenue, they want to make an impression in the hearts of customers, word of mouth is the fastest way to spread. Customers who experience good products always want to share and spread to those around them. As a result, you can capture countless more leads without spending a dime.
Specific examples of the marketing process through the AISAS . model
Think about the process of buying a new smartphone. Factors such as Attention: Attention and Interest: Interest are the same as with the AIDMA model.
In the case of the AISAS model, this is followed by Search: Search. Search information about your smartphone using Google , Yahoo and SNS. Then buy a smartphone as Action: Action.
Finally, customers share the fact that they have a new smartphone with their friends as Share: Share
To create a hot topic with unique advertisements, successfully attract customers by making good use of AISAS.
By playing many ads with easy listening music, we make advertising known to a lot of people
The interest of potential customers with appointments with celebrities familiar to the business world.
Prepare a full-featured website to guide customers interested in promotional purchases. Using a powerful affiliate, even if you search for negative words like notoriety… and dissatisfied, you will get positive content.
The final barrier for customers who are ready to buy after receiving the positive information is the rather high price, Then the 30-day full money-back guarantee is a good way to reduce the obstacle to purchase.
Share on SNS and blog is especially effective, Share is done by customers always bringing positive points for Marketing.
Marketing process through dual AISAS model
The Dual AISAS model is an advanced model that adds a new information diffusion model A + ISAS to the Notes section of the regular AISAS model. The regular AISAS model is [AISAS for I want to buy] and the newly added part is [A + ISAS for I want to go viral] and I will delve deeper into perception .
A + ISAS of I want to go viral
12 Marketing process similar to AIDMA and AISAS models
1. Marketing process through SIPS model
The SIPS model is a consumer behavioral process that corresponds to the spread of social media.
- Share & Spread
With the spread of social media in recent years, it is expected that communication between users and advertising will change in the future.
In advertisements in mass media such as television and magazines, it is important for companies to get notice to disseminate information because companies send messages to consumers. used unilaterally.
But social media according to advertising, the message from the company is the component that users will transmit information by the connection of each other. Therefore, it is important to be empathetic to disseminate information.
2. Marketing process through AISCEAS model
The AISCEAS model is a model proposed by Mr. Mochino of Amvi Communications in a magazine advertisement in May 2005 to explain the steps consumers take to make a purchase.
According to this theory, the buying process is explained in 7 steps.
In the field of marketing, it was mentioned above as an explanation of the buying process.
The AIDMA model, presented in a phased year, but in this model, information collected on the Internet, etc., is compared and checked, and after purchase, it is reviewed and spread on SNS , etc. with other companies. The feature is that the shared action process is added.
3. Marketing process through AIDA model
The AIDA model is a consumer behavior model first proposed by American advertising advocate, St. Elmo Lewis. Then, in the 1920s, EK Strong of the United States presented it in a treatise and became famous.
AIDA model is the original concept of AIDMA model, Now AIDMA model is more known, but AIDA model is still more commonly used.
Marketing process through AIDA model is as follows:
The meaning of each factor is the same as the AIDMA model. However, there is a difference in whether or not the element Memory: Mind. In the case of high-priced products such as houses and cars, the process of remembering and considering is important.
So the AIDMA model is suitable, but in the case of cheap and familiar products, it seems likely that the buying behavior will be done right away. Therefore, it can be said that it is better to use the AIDA model.
With the advent of the AIDA model, effective marketing activities that differed from those that had omitted the stages of user behavior and motivation up to that point became possible.
4. Marketing process through AIDCA model
Like the AIDMA model, the AIDCA model is a template for the users purchasing decision process.
Four of the five factors have the same meaning, but the difference is in the fourth stage. In the AIDMA model it is Memory, but in the AIDCA model it is Belief. Trust is the act of reinforcing the idea that the product is worth buying.
The AIDCA model is used in direct marketing. The users of direct marketing are potential customers, not the general public.
For users who may be interested in the product, it can be more informative at the outset than generic advertisements and is considered to have an easier buying behavior than conventional marketing users. often.
Therefore, when the customer wants, the next stage has belief that the customer should buy. They do not need to go through the remembering stage, but immediately move to the buying behavior.
5. Marketing process through AIDCAS model
The AIDCAS model is the concept of the AIDCA model with Satisfaction added as the sixth step. Like the AIDCA model, it is a template for the consumer buying decision process used in direct marketing to potential customers.
Satisfaction is the behavior of the user after a purchase.
In the case of sales by mail order, after-sales service is well taken care of, such as careful product packaging, short delivery time and immediate response to return requests. row. Customers are very happy to have received such things.
What you can expect from using the AIDCAS model is to generate repeat users. It is possible to implement a marketing strategy that increases repeat rates by looking at the decision process. user purchases to achieve satisfaction beyond the goal of purchasing behavior.
6. Marketing process through the AMTUL model
AMTUL is one of the templates that explains the user buying decision process and was suggested by Kenji Mizuguchi.
Mr. Mizuguchi, an economic commentator, was actively involved in the founding of the Japan Marketing Institute, and in founding and chairing the Tokyo branch of MCEI, an international organization that supports marketing learners and is active in the field. marketing in Japan.
While the AIDA model and the AIDMA model, which are well known as purchasing decision process models, have the goal of Action, the goal of the AMTUL model is to build a lasting relationship with the user. .
The marketing strategy of the AMTUL model is suitable for products and services that are used continuously rather than once.
In addition, the AMTUL model sets items to investigate how much the user has achieved at each stage.
7. Marketing process through AISA model
AISA is one of the user purchase decision process models. Its characteristic is that it focuses on the influence of social media.
- Social Filter
When you hear AISA, you probably think of AISAS. However, the difference between the two is not just an increment or decrement like AIDA and AIDMA. Both have the same meaning of A and I, but the meaning of S in the third letter is different.
AISAS S is search, while AISA S is social filter.
In recent years, the amount of search traffic on social networks has begun to surpass search engines like Google.
Instead of actively gathering information using search, passively interacting with information on social networks is becoming mainstream.
In the latter case, the selection of information whose touchpoint is often determined by social filters, i.e. social media reactions.
AISA is a model created to support the era of social search and social filtering.
8. ARCAS marketing process
Arcas is one of the users of the consumption behavior handling model. Recommended by the largest advertising agency, it is used for over-the-counter marketing.
ARCAS systematically organizes user behavior from visiting the store to returning to the store after making a purchase.
Users who pay attention to the product or sales floor will then recall their daily lives and the advertisements they have seen so far and motivate them to purchase.
Furthermore, by comparing products, we make sound purchasing decisions and take purchasing actions. If you are satisfied with the product and the customer service in the store, you will be in the process of returning to the store.
Besides, Arcas follows the user in the process of consuming behavior in the store, but in marketing in the over-the-counter business, the approach to the user before going to the store is also a factor.
There is also a promotional method called O2O (Online to Offline) that reaches users online and encourages them to come to the store.
9. AIDEES Marketing Process
AIDEES is one of the new consumer behavior process models focused on sharing in the Internet age.
We track the process from the time the user understands the product to the time of purchase and follow the product even after the purchase. It was suggested by Hidetaka Katahira, a former professor at the University of Tokyo.
The first to third characters, like AIDA and AIDMA, have been used for many years in the consumer behavior process model and have two features that follow the fourth characters purchasing behavior.
When the satisfaction of a users buying behavior becomes touching and intoxicating, I want to convey that to someone and take a shared action.
In the Internet age, connectivity between users is a key element of marketing. If users positive feelings about products and services are shared, they will spread in the form of word of mouth and affect product recognition and image creation.
According to AIDEES marketing, if successful, users advertise for companies themselves, not paying advertising costs.
10. Marketing process through SAIDCAS model
The SAIDCAS model is one of the new consumer behavior process models for the Internet age, and is supported by GMO (GMO Internet Co., Ltd.).
GMO is a listed company engaged in Internet related business and the SAIDCAS model is created from successful marketing cases in sales of the company itself.
The purpose of this marketing process is to develop a large customer base and increase demand.
11. Marketing process through VASAS model
The VISAS model is a buying behavior model that focuses on disseminating customers own information in the age of social media. This model is the information that influences the purchase through word of mouth.
In addition to the need for measures to promote the dissemination of customer information, it is also necessary to consider how to optimize rapid propagation.
12. Marketing process through the DECAX model
The DECAX model is what you need to know is a buying behavior model that begins with a customer discovering related products and services or content.
The point is the focus is on how to discover in everyday life and how to deepen the relationship after discovery.
Conclusion: Use the marketing process through AIDMA and AISAS models properly
The AIDMA and AISAS models are similar in a big way in understanding user buying psychology, but the template to be used varies according to the product and the target groups you want to target.
However, the most important thing is to understand the kind of behavior your users are doing.
Check user behavior in your company through SNS access analysis etc. and systematize their behavior by comparing with template.
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