AIDA Model on Netflix

Submitted by:
Name: Moupia Saha
ID: 191051014
Department: MBA
Course name: INTEGRATED MARKETING COMMUNICATION

Submitted to:
Name: Moinak Kanungo
University of Liberal Arts Bangladesh
Submission Date: 22.08.2020
AIDA model is a blueprint that marketing, advertising and sales functions use to target all touch
points during a customer’s purchase journey, that is, from getting to know about the product to
finally buying it.

Consumer journey is analyzed by breaking it into four fundamental stages.

 Awareness

 Interest

 Desire

 Action

One BRAND Communication that has used the AIDA model and explain how they have created
Awareness, Interest, Desire and Action:

NETFLIX
Let’s understand it better through an AIDA model for Netflix . It is a big task for Netflix to
appeal to and convert Indian users who are accustomed to free content. Here’s what Netflix do to
attract them:

STAGE 1 – Awareness

The first impression can be the last impression. In the first stage, a consumer comes across the
Brand. This can be through an advertisement or word-of-mouth or a kiosk displaying products
and more popularly these days, through sponsored content.

Netflix uses some common advertising mediums to inform the users about the offering. The
mediums are:

 Print advertisements

 Youtube Advertisements

 Display Advertisements (Adwords)

 Partnerships with service providers like Airtel

It advertises about some really famous shows like Narcos, Breaking Bad, Friends and some
Indian Netflix Originals like Sacred Games, Bulbul which are exclusive on Netflix.
STAGE 2 – Interest

Undoubtedly, the most crucial of the stages. If the consumer feels the product has no meaning for
him or if he does not find it captivating enough, he will never reach the purchase stage. So it is
important to deliver your product message in a customized and crisp way that suits the profile of
the intended audience.The highlight of the product communication should point to the
consumer’s needs. This leads to the consumer going an extra step in looking up the product to
see how it benefits him.

Once the users are aware and visit the Netflix’s landing pages, they are offered a one-month free
trial to explore experience all the shows and features on Netflix. This is how Netflix generating
interest among mass consumer by giving them one month free access.

STAGE 3 – Desire

It is not enough to generate interest. A keen liking for how a brand presents itself may be highly
appreciated, but may not necessarily convert in sales. Interest and Desire can be achieved
simultaneously. So immediately after interest is generated, it is important to convey to the
audience why they need it. If a customer might not actually NEED that product, the brand can try
to create the WANT for it. Usually, the desire stage is achieved during the time a consumer is
comparing the product with other competitors’ offerings. In that case, the brand needs to
prominently highlight its outstanding features which the consumer won’t get in other products.

As the viewer’s experience some features, they get used to the seamless viewing experience. At
this point, the following additional features create the desire to purchase the subscription plans –

 Netflix Exclusive movies, shows, and documentaries.

 High-resolution videos

 Support for every device (watch anywhere you go)

 Multiple TV series and movies from Hollywood, Bollywood, and other regional
industries.

 Multiple profiles under one account

 Download and watch offline option

  No ads while streaming videos

 Personalized recommendations of TV shows and movies, based on viewing patterns

 Multi-screen viewing

 Continue watching a video from where you left

 Support for low-speed internet devices, etc.

STAGE 4 – Action

Finally, when the consumer has had a positive disposition towards the brand, he/she will be
willing to try it or buy it. At this stage, schemes like early-bird discounts, free trials, one-on-one
offers, referral systems, etc. can give that one final push to the consumer to go ahead and buy it.

Once the user is hooked to the offering, Netflix converts him into a real customer who pays. This
is done by offering a variety of subscription plans and an option to stop the subscription any
time.