Mô hình AISAS

What is the AISAS model? Applying AISAS in Marketing

In the article What is Forum Seeding, I mentioned  the AISAS model . This is a pretty common customer behavior model in online marketing, and I’m still using it successfully in a number of areas. In this article, I will describe in more detail the AISAS model, the steps to implement the model, the necessary marketing tools as well as give practical & easy-to-understand examples at the steps in this model.

What Is Aisas?The AIISAS model

1. What is the AISAS model?

AISAS  is a model to help explain and analyze consumer behavior in the context of internet digital communication.

AISAS is an abbreviation for

  • Attention.
  • Interest (Make an impression).
  • Search (Look up and search for information).
  • Action (Action).
  • Share (Share).

The AISAS model explains the process from when users receive product and service information until they buy, use and share it with many people. Although evaluated through 5 steps: get attention, make an impression, search for information, take action, share. However, when put into application, the brands that achieve outstanding efficiency are not many. Because today, there are many other factors that influence customer behavior. If you still have questions about this model, you can refer to FPT Skillking’s Digital Marketing training program for answers.

1.1 Attention

First, the user must pay attention to the object. If they aren’t paying attention, we have no chance of getting them interested in what we communicate. Simply that. This is the first step to take, before thinking about higher things.

There are many techniques as well as marketing tools for us to do this step: post PR, forum seeding, viral marketing, etc.

1.2 Interest

Once the user has noticed, make them feel interested or interested. Here I prefer to use the word “interested” over “interested” because sometimes, not always, this step has a positive connotation. For example, a singer created a scandal to flood the newspapers, readers will be “interested” but not “interested”.

These first two steps in the AISAS model combined are the one that generates interest for the user.

1.3 Search

In the customer journey, when they have created excitement and impressed them, they will be curious about you and your products and services. At this time, they tend to search for you on information channels and make comparisons. This is when you need to be prepared so that when they search, your product always appears. There are two ways to stay present in search results:


  • SEO (Search Engine Optimization):  is the process of optimizing the search engine. This process of optimizing both the content about your products and services and optimizing the experience on the website. To have the first ranking, not only is your content valuable and useful, but it also needs to comply with the guidelines of search platforms: Google, Yahoo, Bing, etc.
  • PPC (Pay Per Click):  This is a form of advertising that pays per click on the website. To get high rankings on search engines, you also need to do both content optimization and user experience optimization.

1.4 Action

After going to the website to read product and service information, now you need to do the work to convince customers to take action. This action can be: filling out a form, registering an event, asking for a consultation, getting a quote, making a purchase, etc. This is the process of taking advantage and optimizing the emotions of customers from previous stages to get an order row. Therefore, your website, landing page needs to have a CTA (Call To Action) that attracts and motivates them to take action to create conversions.


1.5 Share

This is a very new step, appearing only with the release of Social Media & Social Network.

After the user has acted, people continue to tend to share information with everyone (people also like “eight”). In this step in Vietnam, young people do it very vehemently!

  • Just bought an iPhone 5S, showing it off to a colleague immediately “taking pictures is pretty good too!”
  • Step into Starbucks, post immediately “looking at the line of cars outside, I see how busy life is…”
  • After writing an article on Marketing Tips, share it on Facebook “I’m so busy these days, I don’t have time to learn cool things”

*Combined Search and Share

Once you have shared, the people around you will get information about the object you have acted on. That is, you have helped them with the Attention + Interest step.

A simple example, this morning a colleague told me “Mrs Tung is so hot!” (ie Share). I don’t know anything about Mrs. Tung, but the name caught my attention (Attention) and interest (Interest). So I jumped on Google and immediately searched for “Mrs. Tung” (Search), watched articles, watched clips, commented on all kinds of comments (Action) and then went to post on Facebook “oh it looks so good” (Share). Thus, the information will be spread by users without the audience having to spend much marketing effort anymore. It has turned into the perfect Viral Marketing!

2. Conclusion

So I went through the 5 steps of the AISAS model. This model works well in online marketing. At each step, we have marketing tools and marketing methods that match the psychological behavior of users.

The theory is as simple and concise as that! Now, take a piece of paper and start analyzing your own customer behavior steps, and how do you approach their psychological behavior appropriately? Let me know your opinion!

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