AISAS strategy for modern marketers. If you’re in marketing or sales, you probably know the AIDA model. However, the AISAS model helps to better understand online user behavior (especially on social media) and to direct marketing activities more effectively.
Introduction to AISAS Model
AISAS stands for:
- Attention: The first step is to capture the user’s attention. This is the moment when a user comes across our content on a social media platform or simply on the Internet.
- Interest: Once we have our audience’s attention, we should strive to keep their interest. This is the time to provide valuable content and build relationships.
- Search: Interested in the content provided, the user begins to search for more information to deepen their knowledge about the product, solution, brand, etc. It is therefore crucial to provide information that interests our customers.
- Action: When the customer is ready, they convert their interest into action, such as making a purchase, signing up for a newsletter, or another desired reaction.
- Share: The value of the AISAS model becomes particularly visible at this stage. If we’ve provided valuable content (and/or provoked a reaction), the user may decide to share our content with their friends, share their product usage experiences, or share their purchase process.
The Non-linear Advantage
AISAS strategy for modern marketers. The AIDA model assumes that the customer linearly goes through all the subsequent stages of the process. What distinguishes the AISAS model is its non-linear nature. Marketers understand that users do not have to go through all stages. Depending on their experience, knowledge, or situational factors, a customer may skip certain stages. It may happen that a user converts their interest directly into action, and the sought-after information is shared by them first, for example here on LinkedIn, and only then do they purchase products. This is the case, for example, when buying software, machinery, cars, or other products. The customer first wants to share the information with their.
