What is AIDMA?
AIDMA is an abbreviation that stands for Attention, Interest, Desire, Memory, and Action. AIDMA is an abbreviation that stands for Attention, Interest, Desire, Memory, and Action, meaning that customers purchase a product or service after becoming aware of it. It represents the behavioral process (
purchasing behavior
) up to this point.
For example, when we are about to buy a product, if it is a cheap item we may make an “impulse purchase,” but normally we should have made “some kind of judgment” before making the purchase.
You must be thinking about various things before buying, such as “Do I really need this product?”, “Isn’t the price expensive compared to other products?”, “Do I have the budget to begin with?” is.
The origin of the AIDMA law is that these various thoughts do not come to mind randomly, but are considered in sequence during the behavioral process leading up to purchase.
What AIDMA stands for
A→I→D→M→A represents customer psychology in chronological order up to purchase.
Let’s take a closer look at each stage.
At this stage, we conduct advertisements (newspapers, magazines, and TV commercials), direct mail, and product introductions through visits. It is important to research the media that will be viewed by the customers you want to deliver the product to, and to carry out advertisements so that product information reaches the target customers.
- Interest
This is the stage when the customer begins to become interested in the product.
Once a customer learns of the existence of a product or service, and if they have even the slightest interest in it, they will start doing some research. At this stage you should have a leaflet or website ready with the details.
In order to solve the question “Do I really need this product?”, we need to understand what characteristics the product has and how those characteristics can satisfy the customer’s needs (or solve their problems). I will emphasize that.
- Desire
This is the stage when the customer begins to strongly desire the product.
At this stage, we remove the hurdles (barriers) that customers have to purchase, and work to establish their desire for the product.
- Memory
This is the stage where the product is deeply engraved in the customer’s memory and they have almost decided to purchase it. Also, in the case of TV shopping, etc., this is also the stage where you often make the final push, such as saying, “We’ll cover the interest on the installment payments!”
If your customer is a business, you will need to submit a quote for budgeting and work out payment terms.
- Action
In the case of a company, the purchasing department issues a purchase order and the purchase is finalized. For individuals, this is the stage of specific purchasing behavior, such as whether to buy in cash or in installments.
As you can see, the marketing that should be done to customers changes at each stage, but it is especially important to understand at what stage customers are leaving and take appropriate measures.
Reference article
