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.
Shifts in Consumer Behavior
The AISAS model brought several key changes compared to the AIDMA model, reflecting shifts in consumer behavior with the rise of the internet and digital platforms.
Focus on Social Sharing
AISAS ends with a “Share” stage, highlighting the impact of social media and user-generated content.
After a purchase, consumers are encouraged to share their experiences online, whether through reviews, social media posts, or recommendations. This sharing stage is key in the digital era, where word-of-mouth and online endorsements have significant influence.
It also builds brand visibility and credibility, creating a feedback loop that brings new consumers into the cycle.
Increased Role of Digital Touchpoints
AISAS emphasizes digital touchpoints—search engines, social media, review sites—that are critical in modern consumer journeys. This is exact when these types of websites appeared back in 2005.
AIDMA’s structure, developed before the internet era, lacks this digital emphasis. In contrast, AISAS helps brands focus on optimizing their online presence to guide consumers effectively through each stage.
Business Case
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.
The Evolution of Marketing Model
| Model | Focus Area | Journey Stages | Best For |
|---|---|---|---|
| AIDMA (1898, E. St. Elmo Lewis) | Traditional Offline Marketing | Linear, memory-focused stages | Branding in traditional media |
| AISAS (2005, Dentsu Inc) | Digital Consumer Behavior | Adds “Search” and “Share” | Digital marketing and e-commerce |
| AARRR (2007, Dave McClure) | Growth Hacking and Startups | Metrics-based funnel | SaaS and digital businesses |
| AIPL (2017, Alibaba Inc) | E-commerce & Retail | Simpler journey, loyalty-focused | Tracking e-commerce conversions |
| 5A (2022, Philip Kotler) | Digital-Age Holistic Journey | Emotional appeal, customer research, advocacy | Omnichannel modern marketing |
