User journey in the 4.0 era

AIDA model

This is a classic marketing model with 4 steps:

Attention: Previously to bring products to market, businesses need to find every way to attract the attention of customers in many ways: eye-catching packaging, promotions, special features …

Interest: after approaching products consumers tend to like or dislike that product based on the above factors in the attention-generating cycle.

Desired: gradually, from their interest in those products, they aspire to own it based on their ability to pay with that product.

Action: they support the brand by buying its products.

This is a very simple model, bearing very primitive concepts of early marketing 1.0.

4A model

Coming to Marketing 2.0, 3.0, with the explosion of Internet and computers, consumers’ behaviors also changed a lot and AIDA model gradually moved to 4A model with 4 elements:

Awareness: businesses want to compete in the market, not only good quality products, affordable prices, promotion programs but also products must have a high level of awareness (through total force, frequency communication productivity), businesses look for ways to make the product TOM (Top of mind) in the minds of consumers.

Attitude: From the love, desire to use the products of brands, consumers are smarter, they have their own views and attitudes to product issues, they are more concerned about crises. media, they care about how businesses / brands do business in the market

Action: after businesses build their brand identity, they need to gain consumer sympathy through communication programs that communicate with each individual, at which time the user they create convert.

Action Again: At this time support the brand by buying goods repeatedly and loyal to the brand.

5A Model (Digital 4.0)

This model is based on 3 major changes

# 1 Prior to 4.0, customers decided their own attitude towards the brand, with 4.0 initial attraction of the brand influenced by the community

# 2 Before 4.0 Loyalty = repeat purchases

4.0: Loyalty = support for brands

# 3 Launching the initiative to connect with each other, build relationships to learn and support. Depending on the information in the discussion will make this connection affect the original brand’s appeal

The 4A model is now converted to 5A.

Awareness: similar to the 4A model, becoming TOM in the consumer’s mind continues to be implemented by many synergistic activities.

Appeal: Previously, consumers decided their attitude to the brand, now they are greatly influenced by the crowd and the community.

Ask: before deciding to buy a product, they learn, ask, consult with 3 main subjects, called 3F (Friends, Family, Fan & Follower).

Action: they buy after considering it carefully and refer to a lot of people

Advocate: before 4.0, brand support is a repeat purchase, 4.0 – brand support is brand loyalty, sharing with others about the brand, talking good about the brand. Achieving this is not straightforward for most businesses. They often invest a lot in new customers while the customer base on the purchase is an effective communication channel that is being neglected.


Synthesis: Andy