Understanding the AIDMA Framework: The Marketing Model That Came Before AISAS
Before AISAS became the cool new kid on the block, there was AIDMA—a marketing framework that was the bread and butter of traditional advertising strategies. Think of it like the grandfather of modern consumer behavior models.
Why Marketing Frameworks Matter
Marketing frameworks and models are essentially shortcuts for understanding how people actually make buying decisions. Whether you’re selling handmade crafts or running a tech startup, knowing how your audience thinks can help you create more effective campaigns.
Models like AIDMA and AISAS give you a clear lens into how consumers navigate the marketplace and decide what to buy.
What Exactly is AIDMA?
AIDMA is an acronym that breaks down the traditional consumer decision-making process:
A – Attention
Grab the consumer’s eye with engaging marketing
I – Interest
Generate curiosity about the product or service
D – Desire
Create an emotional connection that makes consumers want the product
M – Memory
Ensure the product stays top of mind
A – Action
Motivate the consumer to make a purchase
Here’s the thing—the AIDMA framework was the marketing playbook when billboards, TV commercials, and print ads ruled the world. It assumed consumers were more passive, waiting to be told what they wanted.
What is AISAS?
AISAS is another clever acronym that instead captures the modern consumer’s path in our hyper-connected world.:
A – Attention
Catching the consumer’s eye (just like before)
I – Interest
Sparking curiosity about your product (again, the same)
S – Search
Consumers research and compare options (this is the secret sauce)
A – Action
Making the purchase (yes, you’ve seen this one before too)
S – Share
Post reviews or share the experience (spoiler—this is new!)
Those “Search” and “Share” steps are what make AISAS totally different from the old-school AIDMA framework. Today’s consumers aren’t just passive recipients of marketing messages, but active researchers, comparison shoppers, and instant reviewers.
AISAS at-a-glance: Imagine a potential customer seeing your awesome product (Attention), getting intrigued (Interest), then immediately pulling out their smartphone to Google reviews (Search). They might read a few blog posts, check out YouTube reviews, and compare prices. Once they buy (Action), they’re likely to post about it on social media or leave an online review (Share).
For small business owners, this means marketing needs to be transparent, authentic, and—most importantly—shareable and worth talking about.
AIDMA vs. AISAS: The Evolution of Marketing
AIDMA was a one-way street of marketing communication, while AISAS recognizes that today’s consumers are real people, researching, comparing, and sharing information at lightning speed.
AIDMA focused on pushing information to consumers, AISAS instead invites consumers into a more interactive, collaborative marketing experience. It’s the difference between a megaphone and a conversation.
Think about your last big purchase. Did you just see an ad and immediately buy? Probably not. You likely pulled out your phone, researched reviews, compared prices, and maybe even asked your friends for their two cents. That’s the “Search” step in AISAS, it recognizes that modern consumers are savvy, connected, and not afraid to do their homework before pulling out their wallet.
AIDMA in Action: Consider the classic Coca-Cola commercials. These ads grab attention with vibrant visuals and catchy jingles (Attention), spark curiosity about what makes Coke taste unique (Interest), create a desire through evocative moments of joy and refreshment (Desire), and aim to keep the brand memorable with consistent branding across channels (Memory). The ultimate goal is to encourage consumers to pick up a Coke during their next grocery run (Action).
AISAS in Action: Take a look at a company like Warby Parker. They catch your eye with sleek ad designs on social media (Attention), pique your interest with claims of affordable, stylish eyewear (Interest), and then encourage you to explore more online by providing detailed product comparisons and reviews (Search). When you make a purchase (Action), they smoothly prompt you to share your new look with your network, even sometimes offering incentives for social media posts (Share).
Why Does This Matter for Your Business?
Understanding these models isn’t just marketing geek talk. It’s about knowing how consumers think, research, and make decisions in a hyper-connected, digital world. Whether you’re a solopreneur or in charge of a team, adapting your strategy to how people actually consume information can be a huge advantage.
Bottom line: Marketing isn’t about talking at people anymore—it’s about talking with them. And models like AISAS help us do just that.