What Is the AISAS Model? 3+ Benefits of AISAS Marketing

In modern marketing there are many models to apply. One you cannot miss is AISAS, one of the most popular and widely used marketing models today. Not only small brands but also large companies use the AISAS marketing model to promote products. Learn about the AISAS model with Mona.

Basics of the AISAS model

AISAS is a consumer behavior model made up of attention, interest, search, action and share. AISAS is also a non-linear model that replaces the traditional AIDMA model (attention, interest, desire, memory, action). AISAS became a registered brand in Japan in 2005. It was influenced by the rise of social media built on new technology. Internet technology has developed to the point where almost any information can be searched instantly, at any time, from anywhere, on a personal computer, a mobile phone or similar device.

This model is widely used in online marketing because it delivers a lot of value to its users.

Attention

After you have identified customer profile. Attention means you must catch the attention of customers. For a product to become known to many customers, the first thing it needs is customer attention. This can go two ways: you get a positive response from customers, or you get “stoned” (heavy criticism). This is easy to understand, because no product is perfect in every respect. So don't expect everyone to welcome your product, and don't get discouraged and give up when not everyone supports it. As the old saying goes, “a long road shows the strength of the horse”. This is only the opening step, and you need patience to get through this first stage.

See also: Clarifying customer needs with Maslow's hierarchy of needs

To catch the attention of a wide audience, you can write PR articles for your product, run ads on social platforms such as Facebook, Twitter and Instagram, hold promotional campaigns, put up street banners, and so on.

See also: SEO marketing writing and PR review article service from Mona Media

Interest

Once you have caught people's attention, you need to spark curiosity to draw in consumers. Make customers interested in the product by showing its features, new improvements, or the value and benefits users get from your product or service.

Look at how Apple attracts users. They spent more than 10 years researching, developing and integrating outstanding features into the home button. In 2007, at the first launch of the iPhone with a home button, Steve Jobs said that wherever you are, one touch takes you back to the home screen, and that's it. From then on the home button became the iPhone's signature. Yet in 2017 Apple launched the iPhone X for the first time without the home button, the long-time symbol of the iPhone. Right away, users all over the world became curious and drawn to the new product.

This is an example of communicating a product's new improvements to catch attention and draw users in.

Search

Search has become a familiar action for users who receive new information or run into a new problem. It is an important step in the AISAS model because it also relates to keywords at the end. At this step you need to understand Google's algorithms to improve your product's ranking in search results. One way to do that is to use SEO tools. See Google's algorithms on our Mona Media website.

SEO short for Search Engine Optimization, is the process of optimizing for search engines to raise your ranking in search results. The optimization covers not only products and services but also content and the user's experience on the web.

You can also pay for ads to appear at the top of search results. With this approach you still need to optimize your website to get the best results.

Action

Once customers are on your website, it is time to persuade them to take action. Customer actions can take many forms, such as filling in a sign-up form, buying directly, requesting a quote, and so on.

To get customers to act, you can create activities for them to join, such as: promotions, gift redemption, and so on.

This is the stage where you make profit for the company, so pay close attention and use Call to Actionand calls to action to create conversions.

Share

Sharing takes many forms, such as word of mouth among family, friends and others. With online media, sharing now spreads across the world in seconds. Most of us have received this kind of share at least once.

For example, when buying a phone, after searching, what the buyer cares about most is reviews of that phone. Buyers can find the most honest information about features, functions and user experience from people who have used it and reviewed it.

In the AISAS model, sharing is the final step. It is also the step that can shorten the model to S – A – S (Search – Action – Share). From the start, the AISAS concept made clear that the real model will differ considerably depending on the product category, the market situation and how engaged consumers and customers are.

Another misconception is to think of AISAS as one single, uniform model. The concept of multi-media communication planning also complements the AISAS model. “Planning campaigns across multiple media to drive change and action in line with the AISAS model” goes a long way toward explaining and emphasizing the two “S” steps missing from the traditional model.

Applying the AISAS model in online marketing

Netflix marketing

Netflix carried out a study of user attitudes when users are marketed to online using the AISAS model. According to that study, 19.35% said they would be influenced by this marketing but would still keep their own views, 17.74% of participants said they are influenced by content that can affect them and may change their views, and for 52.69% their attitude depends on the content of the marketing.

From this study, Netflix concluded that online marketing with the AISAS model lets users become aware of, experience and understand the brand more. Users also actively build a close relationship with the business.

Netcom marketing

Netcom's research showed that users are gradually changing customer behavior in the era of online marketing communication. With more varied advertising and marketing, consumers are getting harder to please, and it is hard to impress them with ads that rely only on product features and the appeal of branding. Consumers search for and compare similar products on price, quality, service and other aspects, and look for places to buy that have strong security so their personal information is not exposed.

Netcom also said the first step is to start from the practicality of the product, the specific benefits that consumers can only get from it, so that consumers see the added value of the products they use. Businesses need to find ways to use social media platforms to join the conversation and communicate with consumers. Users are then more likely to be drawn in during online search, which stirs their desire to buy.

From the two consumer studies by Netflix and Netcom under the AISAS model, we can see that consumer attitudes and behavior are strongly influenced by marketing content and media, especially online media. This shows the AISAS model is extremely useful for online media marketing. To succeed and earn strong profit, you should apply the AISAS model to online marketing for your product. It is a form of marketing with a lot of potential to tap.

Benefits of the AISAS model in marketing

The steps of the AISAS model sound simple, but you may run into many difficulties when applying them. To give you some motivation, here are the benefits the AISAS model brings when you start applying it to your product or service:

• Branding: In the last step of this model, Share, the more widely your brand name is shared, the greater your brand's reach. If you invest well in the quality of your product or service, your brand name will certainly travel further.

See also: Brand building: what is branding?

• Reach many potential customers: Traditional marketing models struggle to reach many people across many age groups. They need a lot of time and money to run a campaign, and the results often fall short of expectations or fail. With the AISAS model, you can easily attract a large number of users because it works on social media and social networks. According to 2020 statistics, 46% of the world's population uses social media, and each person spends on average 2 hours 16 minutes a day browsing it. This is your chance to promote your products and services.
• Increase profit: When you have drawn in many customers, the chance that they take action rises too. That makes it easier to push users to buy or use your services, and revenue can grow as well.

See also: 8+ ways to increase business profit in online sales

AISAS is now becoming widespread and is one of the main communication models for a number of businesses. Experts have also studied it closely and applied it in many fields, but they judge that the AISAS model works best when applied to online marketing communication. Experts also say that applying the AISAS model is the simplest way to understand user attitudes and behavior , which in turn helps with building customer loyalty.

In this article we have shared the basics of the AISAS model to give you a broader view of it. We hope the article is useful to you.

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