In Marketing, perhaps the AISAS model is not too strange. Let’s learn with Makemoneytactic what the AISAS model is. How effective is the application of AISAS model in Online Marketing?
This article will help readers get more information about the AISAS model, a little bit about the AIDMA model, and the application of the AISAS model in Marketing.
What is the AISAS model?
The AISAS model is a model for analyzing consumer behavior in digital Internet communication.
The AISAS. model
AISAS stands for:
- Attention (attention)
- Interest (impression)
- Search (look up and find information)
- Action (action)
- Share (Share)
AISAS model Dentsu developed this model based on the AIDMA (Attention-Interest-Desire-Memory-Action) model.
The AISAS model explains the process from when customers receive product and service information to when they buy, use, and share it with many people. This model works effectively in Online Marketing.
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History of AISAS model development
Dentsu developed the AISAS model based on the AIDMA model. Let’s learn a little about the AIDMA model!
The AIDMA model was introduced by Roland Hall (USA) in 1920 and is still used quite commonly today. AIDMA is a model describing consumer psychology and behavior.
AIDMA model
AIDMA stands for the initials “Attention, Interest, Desire, Memory, Action” (attention, interest, desire, memory, action).
Advertising is served to grab the consumer’s attention and generate some interest, hopefully turning into desire.
If advertising is effective, that desire will be remembered and hopefully remembered long enough for the consumer to take the action of purchasing the product or brand.
AIDMA is a simple yet effective model for traditional advertising of relatively simple products, where the real goal is to get consumers to choose your brand among many other choices.
However, the change in the volume of information and the development of technology and the Internet has led to a big change in consumer behavior.
Therefore, the traditional AIDMA model has become irrelevant. This model assumes that information will go one way and that consumers respond to the information provided by the business rather than searching for information on their own.
✅See also: What is the AIDA model Marketing? Learn from AIDA Model Examples
Applying the AISAS model in Marketing
⏩A – Attention
Attention means attention. At this stage, what needs to be done is to pay attention. In the first stage, the goal of any product or service is to make it known to as many people as possible.
Attention is the stage of creating attention (AIISAS model)
Because a brand wants a certain position in the market, it must make users interested and pay attention to the product first.
With the advantage of the popularity of the Internet, the opportunity to attract customers’ attention is immeasurable. Currently, there are many techniques and marketing tools to perform this attention step, such as writing PR articles, banners, forum seeding, Display Ads, TVC, etc.
⏩I – Interest (interest, interest)
In the early stages, you have already attracted potential audiences. At this stage, the brand can easily find a foothold if you optimize emotions and take advantage of the results of phase 1 to make customers interested in your products and services.
Interest is the stage when customers begin to be interested in the product. (AISAS model)
At this point, you need to increase customer demand for products by suggesting what experiences they can get and why you are different.
Besides, you need to create many messages to convert customers who are not interested into being impressed with your products and services.
For those who don’t like the product, you need messages that make them curious. As for those already paying attention to your products or services, you need to have messages that make them more interested and interested.
So how to create these messages? You need to rely on the product’s or service’s outstanding features and functions and what these points mean to customers’ lives and experiences.
In addition, content routes need to emphasize what customers will gain and lose when using and not using your products and services.
You should also build trust and reputation for yourself by giving evidence from certifications, awards, and feedback (feedback) from customers who have used the product.
⏩S – Search (look up and find information)
In the customer journey, when you have created attention, interest, and interest, customers will be impressed and begin to be curious. They tend to find out about your products and services by searching information channels.
After customers are interested in the product, tend to search for information on the Internet.
They will find out if the product and service meet their needs, get good feedback, and what benefits they will get from that product or service.
You must be prepared so that your products and services appear on the search engines when customers start searching. Here are 2 ways to help you appear in the top search:
SEO (Search Engine Optimization) – Search engine optimization: This process includes optimizing the content and experience on the website.
Besides, to have a high ranking in search results, the content is not only valuable but also must comply with the guidelines of search platforms like Google, etc.
Learn more about Writing SEO Content: How to Write SEO Optimized Article
PPC (Pay Per Click) is a form of advertising that pays per click (click) on a website. But to get high rankings, you also need to optimize the content and user experience on the website.
⏩A – Action (action)
Action is the step where customers will decide to take action. This action can be: purchasing, receiving a quote, filling out a form, asking for advice, etc., or they can exit the page. Don’t even care about your product.
Call To Action (CTA)
So, this stage is very important. You need to give the call to action (CTA) to have maximum impact on customers.
Create calls to action at the bottom of your website, like Buy now, download now, order now, etc.
Please note that even if you do the above three steps well, SEO still runs at the top of the search. Still, if ACTION (action) is ineffective, the conversion rate will be very low, resulting in revenue not meeting expectations.
Share is the destination of all brands. This step is extremely important because you will get a large number of new customers with no effort at all.
Customers who experience good products and services always want to share and spread them to their friends and relatives.
If customers are satisfied with the product, they will tend to Share it with everyone.
You can stimulate customers to share with discounts, promotions, prizes, etc.
After that, the people who are shared will be curious. They will return to the Search step to find information, then the last Action step to Share.
Therefore, Share is the last step in the AISAS model, but this is the step that shortens this model chain to only SAS (Search, Action, Share).
The combination of search and sharing has a huge viral effect. When shoppers share product and service information with others, the shared people will get information from the shopper’s actions.
So shoppers have helped you do the Attention and Interest step for others. Just like that, the information will be spread by users without having to spend marketing efforts anymore.
Therefore, promoting sharing and search engine optimization is very important and necessary.
AISAS Non-Linear Model
Basically, the AIDMA model is linear. It represents a step-by-step process, beginning with “attention” and ending with “action.”
However, the AISAS model does not necessarily go through each of the five stages (Attention → Interests → Search → Action → Sharing). A step may be omitted or may be repeated.
For example, a consumer might see a television ad for a similar product and immediately go to the store to purchase that product (Attention → Interests → Actions).
Or they may be so interested in the actress appearing in the TV commercial that they sit at their computer to write about the ad on their blog (Attention → Interest → Share).
In the era of technology 4.0, the AISAS model works very well in the Online Marketing environment and can also be considered the key to conquering customers.
This article, Makemoneytactic informs readers what the AISAS model is. How effective are the application in Online Marketing, and some features of the AIDMA model?
Hopefully, the article has brought you a lot of useful information about the AISAS model to help you apply it effectively in your Online Marketing strategy.
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