The customer journey in business (or marketing) refers to the customer's path, via touchpoints, to their decision to purchase an item. A customer doesn't usually decide to purchase an item immediately after finding out about it for the first time. Usually, customers look at a product or a brand several times before deciding on an action, known in branding (or marketing) as touchpoints. The customer journey then proceeds through these touchpoints.
The AIDA model is an acronym - it stands for attention, interest, desire and action. It is a model used in marketing that describes the steps a customer goes through in the process of purchasing a product. The AIDA model has been in use since the late 19th century.

What is the AIDA approach?
The AIDA model is based on four individual stages that attract interested parties who are deciding on a project, product or service.
1. Attract attention
The product must attract the consumer's attention. This is done via the advertising materials. It is a type of "eyecatcher."

Examples: a car designed in a striking way, a sensational YouTube clip, or a themed newsletter, or a graphic on a landing page.
2. Maintain interest
In the first phase, the attention of the potential customer is piqued; their interest in the product or service should be aroused.

Example: detailed information on the product is presented, for example, the product description on a website, a product brochure or flyer, photos, or video clip of the product.
3. Create desire
If interest in the product is aroused, it is the seller's task to persuade the customer that they want to own this product. In the best-case scenario, the advertisement or the product itself creates the desire to purchase.

Example: the seller provides clear examples of the advantages of the product or service, taking into account the daily lives of the target group. In the online shop, a bullet point list can generate the desire to buy. This desire to buy can also be awakened by an advertising medium that specifically addresses the emotions of the customer.
4. Take action
As soon as the desire to buy is aroused, this must be transferred into an action, that is, the purchase.

Example: In the case of online shops, this would ultimately be the shopping cart process, in which a customer is lead to a conversion. The customer can be encouraged to buy the product with a call-to-action.
Nowadays, the AIDA formula is frequently supplemented with an "S" for "satisfaction", because the product has to ultimately satisfy the consumer. Customer satisfaction does not lie solely with the advertising but rather with the product itself. Therefore, the basic constellation of the four phases is only the prerequisite for the sale.
5. Satysfaction
We are in the 21st century! and selling alone is not enough more!
With the insertion of the "Satysfaction" a fifth element can also be added. Many brand consultant also work with the AIDAS model to optimize sales processes and advertising.

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