My first blog post will include and cover the marketing strategy and term known as AIDA. The majority of you encounter AIDA on a daily basis and fail to realize it, every website you encounter has tactics and strategies behind the scenes, manipulating and altering your perception. After reading this blog post you should be able to identify and familiarize yourself with the basic concepts behind AIDA. |
A: Attention, upon first visiting NOLS.edu you notice its like no other school out there. No textbooks, classrooms, or whiteboards, but rather a very large depiction of a group of back-country skiers. This image is the first thing you notice upon arrival, reaffirming NOLS key statement, "What NOLS teaches cannot be learned in a traditional classroom or on a city street."
I: Interest, the creators of the site did a good job creating interest by, not giving too much away. Upon first glance the page is full of pictures depicting adventure and exploration, but doesn't really give the viewer a full explanation right away. By creating this "unknown" persay, they actually create interest by not saying a whole lot.
D: Desire, the desire to participate in these activities is mostly driven by the visual aspect, pictures, videos and history of past events and programs. The website does a very good job of showcasing the adventure, and exploration, but most importantly the fun that is also involved.
A: Action, while visiting the NOLS site plenty of action was directed towards me, during the first 10 seconds of viewing, a newsletter pop up appeared giving me the action to sign up for news, up coming events, and announcements. Secondly was the "APPLY NOW" button located directly beneath the main attention grabbing picture. Lastly was a "Request a 2014 Summer Catalog." The action in my mind is the most important of the 4 steps, without the final commitment to an action, your website will never see any results.