The AIDA model is a marketing framework that outlines the psychological journey a customer takes when interacting with a brand or product: Attention, Interest, Desire, and Action. It’s commonly visualized as a funnel, guiding prospects from first exposure down to conversion.

• Attention is about grabbing the customer’s awareness through bold hooks, headlines, or visuals.

• Interest follows by delivering engaging and relevant content that keeps the prospect wanting to learn more.

• Desire turns curiosity into want by highlighting benefits, emotional appeal, or unique value.

• Action prompts the user to take a step—like making a purchase, signing up, or contacting sales.

However, the journey doesn’t end at action. The modern funnel now emphasizes Retention—keeping those customers engaged, satisfied, and coming back. Retention strategies include onboarding, loyalty programs, customer support, and ongoing value delivery. This bottom layer ensures that marketing efforts result not just in conversions, but in long-term relationships.