🧠Cognitive Bias in marketing #6 + opportunity

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Today we will explore the Mere Exposure Effect!

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cards against humanity

๐Ÿง The Fresh Start Effect
The more we see something, the more we trust it



Long Definition

Frequent repetition makes people believe. Familiarity is not easily distinguished from the truth.

The Mere Exposure Effect is one of the most widely used techniques in advertising and marketing.


It's also known as the Familiarity Principle - human tendency to favor things that weโ€™re familiar with.


Research
The effect has been observed in an experiment in which people were shown nonsense characters that looked like Chinese symbols, with a task to guess the meaning. The meanings were more positive after people had been shown the same symbols several times as subconsciously, people became more familiar with these symbols.

๐ŸฅŠPossible Application


Capture Leads Early & Nurture them 

The faster you capture the lead the longer time you have to build familiarity and boost your chances of people choosing you when it comes to making the final purchase.


Retargeting Ads

Don't let your audience forget about you. Nurture your relationship with specific retargeting ads campaigns.


Note: Targeting users with the same ad for too long causes more harm than good.


Marketing Automation

Target users over an extended period of time while changing your message to meet their developing needs.


For example, a consumer aware of your product, already comparing it with the competitors is on a different stage of the buying journey than someone looking for reviews of a specific product.


The mere exposure effect kicks in when your brand is repeatedly in view, but in a way that doesnโ€™t frustrate users because youโ€™re constantly addressing their needs.

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Digital marketing changes every year.
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