The Secret Weapon You Didn’t Know About: A Hidden Sales Booster in the AISAS Model

In marketing, we’re all familiar with the consumer decision-making process known as AISAS: Attention > Interest > Search > Action > Share.

A potential customer first notices a product, maybe through an ad or a retailer, then becomes interested, searches for more information, makes a purchase, and eventually shares their experience.

Every stage in this process is important. Yet in practice, most modern marketing focuses heavily on just the first two: Attention and Interest. Brands flood the market with ads, hoping to catch the attention of potential buyers like casting a wide net. From there, they track metrics like impressions, clicks, conversion rates, and cost per action to evaluate campaign effectiveness. This is the mainstream approach today.

But that’s exactly where the problem lies. If everyone is using the same strategy, including your competitors, the ad bidding environment becomes increasingly expensive and crowded. You end up spending more for less impact. And even if your product has a clear edge, that advantage means little unless you can convince the customer at the moment of decision.

This brings us to the "Search" stage of AISAS: the point where consumers compare options. Here, they actively look for anything that will help or stop them from making a purchase. Some brands try to influence this phase with sponsored articles. But consumers are increasingly savvy; they can easily tell when content is paid for, which limits its persuasive power.

That’s why you need a plug-in for your strategy: word-of-mouth marketing.

Word-of-mouth (WOM) marketing operates in the background, subtly but powerfully influencing buying decisions. It enhances the "Search" phase. Imagine a potential customer Googling your product, only to find a wave of glowing reviews, real-life experiences, and emotionally compelling stories. None of it feels like advertising, yet all of it builds trust and desire. Even better, strategically placed comments can trigger the bandwagon effect: “Everyone seems to have bought this, why haven’t I?”

Maybe you haven’t heard much about WOM marketing before, but your competitors might already be using it. Some may even be leveraging negative WOM to quietly undermine your brand. That means all your ad spending, your carefully crafted campaigns, and the interest you worked so hard to generate could go to waste, simply because a customer found a few negative comments during their search—and decided to walk away.

WOM marketing is your way to take back control. By proactively shaping what customers find in the Search phase, you can guide the narrative, spark real interest, and massively boost conversions.

If you’re ready to give your brand that competitive edge, we’re here to help. Let us help you activate this hidden weapon, so your sales can shine where it matters most: your bottom line.

The Secret Weapon You Didn’t Know About: A Hidden Sales Booster in the AISAS Model

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