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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.