Digital Copywriting and Online Business Visibility

Abstract

This study examines small business practices on digital copywriting based on the AIDCA
formula. Copywriting is the most crucial element in online business, and adopting the right
approaches and techniques will be a privilege for penetrating cross-border commerce. However,
as technology has allowed ease of doing business, many people have ventured into online
business without solid digital business capability, including adequate AIDCA competency.
Therefore, it is the aim of the study to explore the association between AIDCA intensification and
business visibility. Based on a case study of a community Facebook, access to 65 business pages
was granted. The copywriting practices were measured as attention, interest, desire, conviction
and action, while the business visibility was measured as the number of likes, comments and
shares. An inductive approach was used to explore the nature and degree of each post. Results of
the in-depth assessment show there is a lack of AIDCA intensification, which becomes a barrier
to small online business visibility. The findings indicate there is an urgency for small businesses
to have adequate knowledge, skills and awareness on online business for limitless marketing
boundaries, by embracing good digital copywriting capability