In today’s world, where a variety of products are being developed at a rapid pace compared to a while ago, it can be said that it has become difficult to promote specific products. Furthermore, with the advent of the Internet, it has become easier to search and share reviews, which has also changed the characteristics of consumer
purchasing behavior
.
Under these circumstances, two marketing models have been proposed in recent years that focus on the attention consumers pay to products and the spread of word of mouth. The old model is called AISAS, and the new way of looking at it is called Dual AISAS.
This time, we will explain the contents of AISAS and Dual AISAS, their history, and how to use them.
Advocacy of AISAS
The idea that it is necessary to gain attention in order to promote a product was proposed in 2004 and given the name
AISAS
. 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.
Evolution to Dual AISAS
In 2015, a Dual AISAS model was proposed, which discussed the AISAS model in more detail.
This model assumes the existence of AISAS related to purchasing behavior that has been considered up to now, but we also believe that there is an AISAS related to the feeling of “wanting to spread”. This other AISAS is called “AISAS that I want to spread,” and it stands for Activate, Interest, Share, Accept, and Spread, respectively.
Accept, which is part of the AISAS flow that we want to spread, has emerged as a factor that stimulates attention and “promotes” it to an interest in purchasing.
In response to the fact that the spread of word of mouth on SNS etc. has started to have an influence that cannot be ignored in recent years, it can be said that this model clearly captures the AISAS part that wants to spread word of mouth. The focus is not so much on connection, but on how to connect it to interest.
We analyzed the flow from Attention to Interest in the AISAS model in more detail and found that private communities such as SNS are involved as an important factor.
Examples of using AISAS and Dual AISAS
For example, consider promoting a new healthcare product.
Traditional thinking does not think too deeply about the process by which attention is promoted to interest, and instead considers a loose cause-and-effect relationship that if you capture someone’s attention, they will become interested in purchasing. Therefore, the idea is how to secure the amount of attention in commercials for healthcare products and online advertisements.
On the other hand, Dual ISAS believes that it is important to spread the word in private communities in order to attract attention, so rather than blindly securing the amount of attention, for example, we offer free samples to influencers. We will also focus on how to spread the word about your product and how to convert attention to interest in purchasing.
As a specific method to promote the spread, there are other methods such as giving discounts based on the spread.
Marketing and segmentation
There are two lessons to be learned from this update from AISAS to Dual AISAS.
One is the importance of quickly grasping changes in the times and constantly updating models. Another point is that, as we discussed in detail in this article about the connection from attention to interest, relationships such as cause and effect seem to be known, but they are often not completely understood. It is important to have an attitude of questioning the extent to which this can be explained.
I want to continue creating more accurate models by always thinking about areas that can be improved.
summary
◆First of all, it is important to gain attention for sales promotion.
◆The rough idea that gaining attention leads to interest in purchasing is called AISAS.
◆Dual AISAS is a model that believes that dissemination in a private community is important in order to elevate attention to purchase interest.
◆It is important to consider that marketing models will continue to be updated as times change.
◆In order to conduct marketing accurately, it is necessary to keep thinking about how much a model can explain, such as whether relationships such as cause and effect are clearly understood.