What is AISAS?
AISAS is a marketing model that focuses on the attention consumers pay to products and the spread of word of mouth. The idea that it is necessary to gain attention for product promotion activities was proposed in 2004, and the name AISAS was given to it.
The A in AISAS represents Attention, and the ISAS parts represent Interest, Search, Action, and Share, respectively. The idea is that consumers’ attention to a product stimulates
their purchasing behavior
. The trend is that products that gain attention will attract consumers’ interest and lead to subsequent purchasing behavior.
Example of using AISAS
In order to apply the AISAS concept to marketing, it is necessary to continue to take a strategic approach to avoid losing opportunities at each point of contact with customers.
When it comes to “awareness,” we aim to attract attention through videos, displays, and SNS advertisements, which are the first points of contact with customers, and the key is to create advertisements that promote product awareness.
“Interest” involves getting people interested in the product after they become aware of it, and guiding them to detailed materials and content with links.
For “Search”, listing advertisements and
SEO
measures will be effective. It is important to take measures to help people solve their problems by searching for more information about the product they are interested in.
At the “purchase” step,
retargeting
ads that provide valuable information to customers and efforts to optimize landing pages (
LPO
) are effective.
It is also important to take measures to “share” reviews and impressions through social networking services. It would be a good idea for your company to handle specific cases and provide information that can be used to make decisions up to the point of purchase.
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