In this blog, we’ll dive into the neuromarketing world by discussing how to trigger attention and memory, two pivotal entities to consider when designing your marketing strategy. We'll explain their relationship and provide our top 4 neuromarketing tips on how you and your brand can be remembered, elevating your marketing endeavors to the next level.
The attention economy
Attention, it’s currently a very hot topic, the consensus is that we now live in an attention economy because the competition for attention has never been more intense than now. Our attention is motivated by interests and entertainment
. In a previous blogpost,
we extensively covered attention and its different types, so if you missed it we highly recommend reading it.
Why are we interested in memory?
Ad testing shows significant advantages for brands that trigger the memory of consumers. The benefits and thus why we should fixate on memory is twofold: 1. We don’t know what we don’t remember
To achieve a behavioral change in consumers, they need to remember the brand or product. A consumer can’t buy something he doesn’t know.2. Memory influences future behavior
We use the same brain area for remembering the past when imagining the future. From an evolutionary perspective, the purpose of memory is not only to store information but to guide our future behavior. We use our vital experiences and lessons from the past to do better in the future. So for a brand to be successful in the future, it needs to be present in the present-day memory of consumers.
Does attention impact memory?
It actually turns out there is a significant link between attention and memory. Generally, a high amount of attention is associated with memory retention.
However, it is not decisive. A lot more components determine long-term memory storage, including emotional impact, relatability, and repetition of the information.
Furthermore, exceptions such as the mere exposure effect exist. We covered this briefly in a previous blogpost
. It describes how exposure without a high degree of attention can lead to building trust. Big brands will spend a fortune on expensive advertising banners at sports events, even though the primary focus of viewers is on the game, not the banners.
Yep, our memory is complicated. Luckily there are a couple things you can do to ensure you trigger memory retention.