Reverse marketing: from Action to Attention.

Many reading this blog will recognize the acronym AIDA. In marketing and advertising, AIDA describes one ideal course of consumer engagement. Many effective advertisements first grab Attention (A) then lead to Interest (I) then to Desire (D) and finally to positive Action (A). Implement AIDA artfully and you make the sale!

But how many have heard of the reverse process: ADIA?

Often, an Action (A) launches an extended chain of consumer engagement. Take for example the purchase of a video game console bundled with a few games. AIDA might have led to the console’s purchase, but does the chain of engagement now end? No. To complement this action, additional decisions might be made.

Once the console has been obtained, a gamer is already inclined to purchase additional games or hardware. Effective ADIA marketing creates an immediate strong Desire (D) to make additional purchases. The already enthused gamer should be persuaded to buy even more great stuff. But what?

Interest (I) should be immediately directed to a whole universe of choices. For example: one or more subsets of game types or hardware: Action Games or Strategy Games or specialized game controllers… The key to ADIA is to not weaken or break the consumer’s desire. Help them consider exactly what they want. Ease their way forward to a specific purchase.

Finally, Attention (A) should be directed toward the particular item(s) most likely to appeal to the gamer. Look! It’s the sort of game they know or have always wanted to play! Once their attention is on a desired product, little more is required. The gamer is already primed to make his or her purchase.


Has an action put the consumer into a position where they’re inclined to make a purchase? Use ADIA to solidify their urge, then ease their way toward a decision!

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