AISAS Model: A Guide to Modern Consumer Behavior in Digital Marketing
Adapts traditional marketing concept to the digital landscape.
AISAS Model
Background
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What is the AISAS Model
The AISAS model, developed by Dentsu Inc. in the early 2000s, adapts traditional marketing concepts to the digital landscape.
AISAS stands for Attention, Interest, Search, Action, and Share. It recognizes the shift in consumer behavior driven by online research and social sharing.
How the AISAS Model Works
Attention
The consumer journey begins by capturing attention, often through digital ads, engaging visuals, or content that stands out in online feeds.
Interest
Once attention is gained, marketers maintain interest with compelling content that speaks to consumer needs.
Search
Unlike traditional models, AISAS includes a “Search” stage, where consumers actively research online, making SEO and content discoverability crucial.
Action
After gathering information, consumers decide to take action, whether by purchasing or engaging with the brand.
Share
Post-purchase, consumers are encouraged to share their experiences online, amplifying brand reach and credibility through reviews, social media, or word-of-mouth.
When to Use
- SEO-Driven Acquisition: When customers routinely research options via search engines before deciding, and visibility in the Search stage will make or break conversion.
- Social Proof Growth Loop: When reviews, UGC, and sharing behavior can feed new demand and you need Share to drive the next wave of Attention.
- High-Consideration Purchase: When buyers compare features, prices, and alternatives across multiple touchpoints and require structured Search support before Action.
- Digital Campaign Orchestration: When you need to coordinate ads, content, landing pages, and community channels so each asset maps to a distinct AISAS stage.
Example
Airbnb’s Digital Marketing Strategy
Airbnb effectively uses the AISAS model to guide consumers from interest to action and encourage sharing:
- Attention: Airbnb captures attention with visually appealing ads featuring unique travel destinations and accommodations.
- Interest: The platform deepens interest by showcasing diverse and engaging listings that resonate with various traveler needs, from budget to luxury experiences.
- Search: Potential guests often turn to search engines to learn more about Airbnb locations, prices, and reviews, making Airbnb’s SEO and online presence essential in their journey.
- Action: After researching, consumers easily book their stays through Airbnb’s user-friendly website or app.
- Share: Airbnb encourages guests to share their experiences on social media, review listings, and recommend the platform, creating a feedback loop that attracts new users.
Samsung’s Product Launches
Samsung uses AISAS to amplify the impact of its new product releases, particularly for its smartphones:
- Attention: Samsung creates excitement with bold, impactful launch events and online ads for new models, grabbing attention globally.
- Interest: The company builds interest by highlighting key features, such as camera quality or innovative design, through detailed videos and interactive content.
- Search: Interested consumers often search online to compare models, read reviews, and check specifications, a stage Samsung supports with strong SEO and a robust digital presence.
- Action: Samsung’s online store and retailer partnerships make it easy for consumers to act by pre-ordering or purchasing.
- Share: Samsung users frequently share their new purchases on social media, often using branded hashtags or sharing content in Samsung’s online communities, which promotes further engagement.
The AISAS model is widely applied in digital marketing, where search engines and social platforms play a significant role in shaping consumer decisions.
It emphasizes the importance of visibility in search results and the value of user-generated content, making it a valuable framework for modern brands looking to increase engagement and influence.
Key Takeaway
In the digital age, consumers do not move forward because they want more information, but because they can find it.
AISAS reminds marketers that visibility in Search and credibility in Share are no longer optional stages. If your brand is not discoverable when people research, or absent when customers talk, the journey breaks before Action ever happens.
Successful digital marketing is not about pushing desire, but about earning relevance at the exact moment people seek and share.
FAQ
What should a good AISAS Model output look like?
A good result is a realistic diagnosis of the team’s current stage together with a clear view of what leadership should focus on next. The output should help explain what is happening in the team now, not just list the stages in theory.
When is AISAS Model not the right tool?
It becomes less useful when people start treating the stages as a prediction tool or as a label to excuse poor performance. AISAS Model helps interpret team dynamics, but it should not replace direct observation of what the team actually needs next.
Can AISAS Model help with customer journeys?
AISAS Model can help with customer journeys when the real question is whether the tension reflects a normal stage-of-development issue or a deeper team problem. It helps you read the conflict in context and choose a leadership response that fits the team’s current stage.