As we’ve discussed, the first step in any marketing plan is product awareness. At this stage, customers become familiar with a product and develop knowledge of its features and benefits. This stage typically starts through advertising. The product is part of a complete set of products that a customer is already aware of. However, the focus at this stage is not on selling a product; it’s about creating awareness of the brand’s features. The next stage is product conversion.
At the final stage, a person converts from a prospect into a customer. This action is typically a purchase of a desired good. To convert prospects into customers, retailers use methods that leverage behavioral science knowledge and influencing choice architectures to help them make a decision. For example, the online retail giant Amazon allows customers to save their shipping and billing information for one-click checkout. However, closing transactions are only one aspect of marketing today. Retailers can also engage in activities such as surveys to gather feedback or even ask customers to subscribe to a newsletter to stay updated on new products and services.
To be successful at marketing, you must understand the AIDA model. This model teaches marketers that consumers buy not because of what you do, but because of why you do it. You must understand the customer’s pain points and find the root cause of their problem before you can make a convincing product or service. You must be consistent in your marketing efforts. The customer journey must start with awareness and interest, and end with purchase. By using this model, you can increase the likelihood of conversion by presenting detailed information and photos of the product.
The AIDA model is a four-step process to convert visitors into customers. In this model, attention is the first step, followed by interest, and then action. As a result, a brand can leverage these four steps to increase sales. Ultimately, this model is the most effective for brands. And as the sales process continues, it becomes more profitable as a result. This marketing model has proven effective for a variety of industries. When a brand can leverage these four steps, it can grow exponentially.
In addition to focusing on the customer’s needs, a successful marketing campaign should include a variety of products. This way, customers will feel more like they can choose from among several options. For example, two to three different flavors of deodorant is fine for some customers. However, many inexperienced marketers overcomplicate things and end up overwhelming their audience with too many choices. Remember, customers are looking for a memorable product, not a list of options.
After capturing the attention of a potential customer, the second step is to create interest. Disney, for example, boosts interest in upcoming tours by announcing which stars will be on these tours. The star-studded cast can communicate to the target audience that this show will be an excellent experience. However, the ultimate goal of marketing is to get the receiver to initiate action. And while it may be a difficult task, it’s essential for a marketing campaign to succeed.