From AIDA to AISDALSLove: Social media and consumer purchasing behaviours

The AIDA model: no longer enough for this century’s consumer

The older model to describe consumer purchasing decisions was known as AIDA and was first coined and proven in the early 1900s. It identified the following consumer behaviours in order:

• Attention: when the consumer’s attention is first drawn to the product
• Interest: when the consumer becomes interested in the product
• Desire: when the consumer starts desiring the product
• Action: when the consumer takes action to purchase the product

Interestingly, while a consumer must move through these stages in a progressive order to purchase a new product, the number of exposures to the product at each stage can vary significantly. For example, attention is rarely achieved with the first exposure to the product or its advertising. In an increasingly cluttered world, attention may not be achieved until at least the third, fifth or after even more exposures. Similarly, a consumer may know of a product, but may not actively become interested in the product, or desire it, if the message is not delivered effectively. Again, this has become an increasing challenge as a consumer’s media exposures are now significantly more than before social media existed.

Now we are in a new century, with very different technology and communication channels, how do capture a consumers’ attention and lead them to purchase?

The AISDALSLove model: the consumer contributes to the marketing

With the continued growth and spread of social media, every person now has an audience, and can readily share their experience (both good and bad) of a product; but it goes beyond this – they can now also actively react to promotional campaigns, and their perception can have a big impact (again, and unfortunately, both good and bad, even if it is not correct).

To help your consumer move effectively through their purchasing decisions, brands now need to be aware of the AISDALSLove model – which incorporates a lot of the influences they’ll need through social media. This model includes:

• Attention
• Interest
• Search: when the consumer starts searching for their own information about the product and indeed the brand itself (not just the product!)
• Desire
• Action
• Like/dislike: when the consumer reacts publicly to the product and/or brand and/or its marketing message
• Share: when the consumer shares their likes or dislikes about a product and/or brand to others. This is generally their first exposures to the product and brands messages, rather than the performance or experience of the product itself.
• Love/hate: when the consumer shares their long-term feelings and experiences toward a product and its brand. This final stage relates to their overall impression of the product and the brand after being a consumer (rather than the share stage, which is still very early in the use of the product, or before they’ve even used it, in many cases just responding to the promotion of the product through a social media channel), and how well it delivered on its initial promises and/or marketing messages.

Word of mouth has always been one of the strongest drivers to change a consumer’s purchasing behaviours. There is nothing like a friend’s recommendation or experiences to motivate a purchase or help finalise a purchasing decision. With social media, we’re more in touch with a wider selection of friends, acquaintances and colleagues than ever before, and their word continues to matter. In other words, we need to hear a product is good from more than one source: we’re not going to just listen to a company anymore, especially when we can google for others opinions easily, or even post a question and hear from our ‘friends’ or ‘followers’ directly.

With so many sources influencing our consumers perspective, many of which a brand cannot control, how can you help a consumer move through this newer approach to purchasing decisions?

Master the additional behavioural steps of the AISDALSLove model…

Despite the social and personal aspects of consumer contributions, there are still effective ways for brands to drive their message, and make sure it is heard according to them.

And of course, there is nothing like having a happy customer to really amp up your promotional campaign when your product really does what it says it will. Make sure you invest in good Research & Development to ensure your product really is as good as you say it is!

Master the ‘additional’ AISDALSLove steps when:

• In the (S) search stage: consumers will search for more information before they decide to buy, no matter how interesting your original advertising message was. Make sure you utilise sources to support your credibility using social review sites (such as Trustpilot) and keep your social profiles up to date. Also respond to any questions, feedback, and reviews in your socials, both good and bad, so consumers see you take an active interest in your consumers thoughts and experiences.
• In the (L) like/dislike stage: while you hope that a consumer only comments after trying your product, their emotional response to your advertising message for either the brand or the product could be made before they’ve tried the product. Be careful of using ‘shock’ campaigns or emotionally driven messages. Make sure your message is clear and fact driven to reduce potential dislikes or knee-jerk responses from a consumer before they’ve tried the product; and make sure your product delivers on its promises from first use of the product – make sure it is formulated to give instant gratification, even sensory and aromatic - to get more likes in the early use stage.
• In the (S) share stage: consumers will often believe the attitudes of a very small number of people as being reflective of a larger population. Consumers are also more ‘free’ with expressing their opinions on social media than they are in a face-to-face environment. Make sure you have plenty of positive reviews circulating by ensuring you complete all tasks suggested in the like/dislike section above.
• In the (Love) love/hate stage: this is the chance to really connect, on a long-term basis, with your consumer. Make sure your product delivers on its long-term promises to gain their respect, and a consumer for life. If their experience is negative, learn from it, and make sure it doesn’t happen again!

Always act in an integrity driven manner and remember, your consumer is the focus of your product and marketing campaign. If you give them what you promise, and a product they not only want but love, then they’ll become your biggest promotional advocate; so use it to your advantage!

Finally, remember to ensure your brand has the financial stamina to invest in the right marketing messages and channels over time, because it takes repeated exposures to reach attention and interest – then your social presence helps take over, even in a noisy and crowded marketplace – but just like Rome, it won’t be built in a day!