AIDMA

AIDMA is a psychological process model of consumers' purchasing activities. AIDMA Law.

Overview of AIDMA
AIDMA is a process that leads consumers to purchase some products. The process goes as follows.

digraph TMPG { graph [size="15,5", rankdir=LR]; node [shape=box, style=rounded]; edge [labelfloat=true]; A1 [label="Attension"]; A2 [label="Interest"]; A3 [label="Desire"]; A4 [label="Memory"]; A5 [label="Action"];
 * 1) Attention
 * 2) Interest
 * 3) Desire
 * 4) Memory
 * 5) Action

A1 -> A2 [weight=10]; A2 -> A3 [weight=10]; A3 -> A4 [weight=10]; A4 -> A5 [weight=10]; }

The purchase decision process proceeds in this way. First, consumers become aware of a product (Attention), get interested (Interest), desire to obtain it (Desire), memorize it (Memory), and actually purchase it at last (Action).

Among these phases, Attention is called "Cognition Stage," Interest, Desire, Memory together are called "Affect Stage," and Action is called "Action Stage."

AIDMA was proposed by S. Roland Hall.

Problems in AIDMA
There is some gap between AIDMA and contemporary purchasing processes. AIDMA represents the actions taken by people who watch TV advertisements etc. rather than shopping behavior at stores. However, in today's society, it is rare that people obtain information only from mass media. Then, "AIDA," which excludes Memory from AIDMA, AISAS, in which consumers themselves are information sources, etc. are proposed.

Marketing Goals at Each Phase of AIDMA
Let us think about the marketing on the Web to consider processes to be executed at each phase of AIDMA.

Attention
The marketing goal in Attention phase is, for instance, to improve the consumers' awareness about a product. To achieve this goal, we need to provide the target market with information. The concrete processes include the followings.
 * Press-release process
 * Advertising process
 * SEO process

KPI to measure the techniques at Attention phase includes the number of PVs, the number of times an advertisement is displayed, a ranking in a search result with a certain keyword, and so on.

Interest
The marketing goal in Interest phase is to grow consumers' evaluation about a product. The concrete business process in this phase is, for example: We can use a ranking of contents etc. as KPI.
 * Enhancement of contents on HP

Desire
The marketing goal in Desire phase is to evoke consumers' needs. A concrete example here is: KPI is, for instance, the degree of customer satisfaction.
 * Free-Sample distribution: Questionnaire execution process

Memory
The marketing goal in Memory phase is to make customers familiar with product information. The concrete process includes: We can use the ratio of repeaters to the HP etc. as KPI.
 * Contents update process to increase the number of repeaters to the HP.

Action
The marketing goal in Action phase is to provide consumers with opportunities to purchase products. The concrete processes are, for instance: KPI can be the number of payment methods, the number of executed campaigns, and so on.
 * Payment-method diversification process
 * Sales promotion execution process
 * Point system introduction process

Related Articles

 * AISAS
 * KPI