According to an article posted by MarketingTech 2 weeks ago, 80% of consumers forget brand content after 3 days. Dr Carmen Simon conducted research and found that the three main reasons for this is irrelevancy (55%), lack of motivation to remember content (35.7%) and too much content to retain (30%).
What does this mean for digital marketers?
RELEVANCE: Digital marketers need to make use of marketing strategies for increasing the relevance of advertisements. For example, brands advertising on Facebook choose a specific target audience to whom their ad will be directed to. AdEspresso suggest that brands should be as specific as possible when creating a target audience for a Facebook campaign. Clearly defining interests, age, gender etc. will increase RelevanceScore. This is a score on a scale of 1-10 of how relevant an ad is to its target audience. Brands can use this score to then fine tune and improve their Facebook ad relevance.
MOTIVATION: According to PsychologyToday, the best way to motivate consumers to remember content is to address social identity. For example, using an older celebrity to make a pitch on mortgages. Older people identify with another senior, and are attracted to the fact that they’re famous. This addresses personal identity and encourages consumers to remember the content. PsychologyToday suggest that social identity can be threatened when an ad presents information that is inconsistent or negative.
CONTENT LEVEL: Digital advertisements need to be short and sweet. As I have mentioned in a previous post, YouTube have introduced 6 second ads to address the short attention spans todays consumers.
What else makes you remember an advertisement?
What is an advertisement that you remember well and easily comes to your mind?