How many ads do you encounter each day? It’s way more than you think!
According to SJ Insights, the average person is exposed to anywhere between 3,000 – 20,000 ads. Surprised? With this type of competition it is vital for marketers to adapt essential marketing plan strategies.
Ad exposure can include anything from the labels on your clothing, branded items in your fridge, visuals you pass while driving in your car, audio messages on your radio, and multiply that by ten if you check a social media account!
This means by the time you’ve arrived at work, you’ve already received a full onslaught of marketing messages designed to get your attention and take up space in your mind, with the hopes of making a favorable impression by the time you intend make a purchase. However, just because you were exposed to it, doesn’t mean you will remember or even act on it.
This leads to an important concept; Perception.
Perception is an important aspect of consumer psychology and should be a consideration when forming your marketing strategy. Once consumers have entered a state of need recognition, perception comes into play gauging how we receive and retain information. It occurs in the following four stages:
- Selective Exposure
This pertains to information as it is presented to us. Consumers choose to be exposed to some messaging but not others.
- Selective Attention
Once the consumer is exposed to messaging, they subsequently choose how much attention to spend on that message and what details or attributes of the message the focus on the most.
- Selective Comprehension
Consumers are a product of their environment. Attitude, beliefs, motives and experiences will help shape our level of understanding or acceptance of a message.
- Selective Retention
How is the information stored? Retention can take place in either your short or long-term memory and accessed at a later point closer to the purchase decision time point.
Getting a consumers attention is only the first step. You subsequently need to hold that attention and make a favorable impression (hopefully leading to a purchase). Not an easy task when competing with anywhere from 3,000 – 20,000 messages. What does this mean for marketers? Your marketing program must be designed for optimal efficiency and effectiveness.
Essential marketing program strategies:
- Begin planning your marketing program with clear and concise objectives.
- Segmentation of your target market is essential!
- Creative design and messaging should speak to your brand and objectives.
- Careful selection of the appropriate medium can maximize exposure to your target market.
- Monitor and analyze the effectiveness of your marketing program.
Ensuring you incorporate these simple strategies can help you obtain your goals, be more successful in your communications efforts, and can provide important information on the efficient use of resources for your efforts. For any entrepreneur, maximizing not only your money, but also your time, is important to reaching your goals and being more successful.