Today, telephone commercials tend to be remembered more 54% of the time because it is a channel with fewer competitors. How can we take advantage of this?
Did you know that a crucial part of sales is related to online and offline advertising recall plans? At least this is the conclusion of a report presented by the consulting firm Zenith.
This report adds that consumers only notice two out of every 10 ads they see, thanks to a visibility phenomenon. It proposes that only those ads that remain on their screens for at least one second are important to the user.
That’s right, our attention time is reduced day by day in the face of the agglomeration of brands trying to attract our attention, so we must optimize every last detail of our creatives.
In addition, most marketing studies say that consumer decisions are based on memory, since ads must be willing to persuade the consumer and embed themselves in their subconscious.
Consequently, you must find a way to make your consumers remember your products and services, and here we show you how.
The importance of advertising memorabilia in today’s market
There are two types of polarized attitudes:
- Individuals who spontaneously remember your ads
- People who belong to that conglomerate who won’t remember who you are or what you have to offer
This is when you really realize how important memory is for the success of advertising, since your sales and stability depend on it.
The higher the level of public involvement with your ads, the more effective your ads will be, and this all depends on recall in today’s market.
In this sense, your ads must have the necessary pragmatic load so that the individuals who consume them can process the elements you project at a greater level of depth.
Otherwise, your advertising will become secondary and superficial to them, which will make them forget about you.
Levels of persuasion are higher in those segments of your audience with the greatest capacity to recover them mentally when talking about a need or solving a problem.
The truth is that remembrance is associated with recognition and both form the formula for the success of your ads, which is where the importance of mechanisms such as advertising remembrance lies.
In addition, neuroscience, in conjunction with marketing, concludes that brands that create a memory stand out from the rest. This can be done through:
Powerful, thought-provoking messages.
Advertisements linked to episodic memory, emotions and experiences.
Advertising related to physical memory, associated with memories that help to perform actions, emphasized in routine teachings.
Multi-screen advertising souvenir
Well, each of the points described above is important if you want your advertising to remain in the minds of your users, but we want to emphasize multi-screen advertising.
Let’s explain it very graphically…
Have you ever watched a movie on your TV and, at some point, lost your attention and took your cell phone to watch something else?
In fact, it shouldn’t even have been a condition of losing your attention. It can be the opposite: you take your cell phone to check the cast, look for movie reviews, among others.
If it sounds familiar, you are part of the multi-screen behavior, according to which Accenture found that 87% of users consume multiple screens while watching TV.
And that’s an opportunity for brands that want to endure with advertising memories in multi-screen strategies.
Now, with tools dedicated to media monitoring, you could activate at that very moment online media advertising campaigns dedicated to offer an even better deal to your target audience. Which one do you think will last in their mind?
Multifocus is imperative to create memories between brands and users, since nowadays it is very normal for the consumer to use at least two devices at the same time.