AIDA stands for Awareness, Interest, Desire, Action. It’s a hierarchical model that describes the stages that customers go through in the process of purchasing a product or service.
Awareness: At this stage, marketers need to figure out how to attract customers. This can be achieved through advertising efforts. Awareness is a Top-of-Funnel Marketing function.
Interest: Once customers know about the product or service, the company must work to increase their level of interest. This can be done by providing detailed information about the product. The interest stage is a Middle-of-Funnel Marketing function.
Desire: At this point, the business needs to persuade potential buyers to want the product. Provide specific information about the advantages of the products or services that address the need of the customers. The desire stage in the marketing funnel is between the middle and bottom of the funnel.
Action: At this final stage, a company has successfully all turn all efforts into action, which is the purchase. The action stage is a Bottom-of-Funnel Marketing function.