Attention-Interest-Desire-Action (AIDA) Model
The effectiveness of the 4Cs can similarly be discussed alongside the AIDA model. Content is a very strong attention-catching tool on the Internet, especially with the increasing popularity and usage of smartphones. Connectivity is also very important at the attention stage as it is impossible to grab consumers’ attention without being findable (e.g., by search engines) and addressable (e.g., accessing the deal and company website with e-mail marketing content). Connectivity and content play a paramount role in catching consumer attention (see Fig. 8.4).
Fig. 8.3 The role of e-value drivers in the online consumer decision process
Fig. 8.4 AIDA and the 4Cs
At the interest stage, content continues to be important, supported by community. Positive e-WOM created in online communities can eventually grab consumers’ interest as the credibility and influence of these messages are very high in both physical and online markets. Content can also be an effective tool fueling consumers’ desire and motivating them to act to buy the product. Once the consumer is ready to act, the most important questions could be where and how to buy the product. Consumers can go back over the e-mails they received from the company or revisit the website to make the order, so connectivity regains importance at the action stage. Purchase guarantees and return policies play a significant role in consumers’ preferences at the purchase stage as there can be significant gaps between what the product actually is and what it looks like onscreen. Commitment is very important at the action stage, as shown by the blue line in Fig. 8.4.