To remember simple concepts, people use acronyms or lexical abbreviations. Here's a useful acronym to remember the characteristics of a web product designed to generate traffic and results.
AIDA
AIDA, as an acronym, stands for Attention Interest Desire and Action
When designing a web page or, better, a multimedia web content, you should always keep in mind whether this content has the elements to arouse the minimum necessary attention to keep visitors on the page, interest to make reading or observation possible. Consequently, the object, if well-designed, should arouse a desire (purchase or download) and, finally, if the page is well-designed, its purpose should prompt the visitor to take action. Only one possible action is always desirable on the web to bring the visitor to a different stage from the initial one and for simplicity of use.
In summary: how to design a web object or an object useful for web marketing? If designed with realistically useful purposes, it should, in good substance, respect the marketing rule called AIDA.
AIDA ensures that the design takes into account the basics of traditional marketing. A text, an image, a content, or a combination of these, a video, or any content for web marketing actions (advertising campaigns or campaigns for requesting actions)
How to test if the used AIDA is functional to our objectives? The marketing product or, better, its communication on the web should be tested empirically and experimentally by people of various social and cultural backgrounds. I know from experience that it's easier said than done, but the important concept to keep in mind is that what we like doesn't always find correspondence in the mass or in the customer segment we refer to. I suggest testing your communication starting with your friends, acquaintances, colleagues, and even better, strangersā¦
The introductory web page to your site or your content, your advertising must, in practice, have a strong element that arouses attention. This element must draw the gaze to your object. But that's not enough.... the thing must fall within the sphere of interest of people. Between attention and interest, people who may not be interested in continuing the visit are certainly filtered out and eliminated.
Fast communication is not rational or formal, but emotional. The third step is to arouse a desire. That it be an ethically correct desire (that cannot harm others) is certainly the prerogative of a web marketer who follows correct and valid moral and ethical rules in a culture that has lost its value. The desire aroused by emotional communication should lead to constructive action. I'm not just thinking of buying and selling cases, but also social help like fundraising or recruiting volunteers for valid and constructive social service actions (not just for profit and business). The proposed action must be clear, correct, monofunctional, and certainly useful to both (not just to those who provide the service).
AIDA is thus a small acronym useful for reminding the web marketer of the right approach in communication and design of the marketing action. The marketing action could be designed based on the action to be performed by stakeholders and customers in general. Certainly, a team is able to do a superior quality design than one done by a single professional, but managing a web marketing team certainly deserves a complex study.
Marco Palladino
(Italy-Turin)
HTML 5 e CSS 3 (Guida completa)
