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Introduction: The More Often Your Brand Content is Seen, the More Likely Your Prospect is to Purchase
You're probably familiar with the concept that prospects online need to see your brand several times prior to feeling happy to consider your company as potential solution to their problems.Where did the marketing "Rule of 7" stem? Is it real? How does it work for eCommerce?
" Rule of 7"-- Half-Myth, Half-Truth
For history buffs, it's appealing to bear in mind that the "Rule of 7" stemmed from 1930s Hollywood motion picture officers.
Their marketing research showed spectators, usually, needed to see a movie poster 7 times before buying tickets.
So, while the "Rule of 7" holds weight, online shopping and eCommerce are a very different beasts than in 1930s America! Customer tastes have changed, marketing media has altered, and for that reason, reputable marketing techniques have also progressed.
At the very same time, the principle that consumers typically need a number of direct exposures to your brand prior to purchasing is certainly real. The more times prospective consumers see your advertisements, the more likely they become to buy from your store. This might mean seeing a mobile ad, Facebook ad, email messages, and your listing on the Google online search engine - or some other mix of media giving direct exposure. Regardless, it's fine to picture your ads participating in the "buyers journey" a customer experiences when selecting what to buy.
Today, in general, the "Rule of 3" may apply more closely in this Internet age.
After 3 or more direct exposures to your ads, customers wind up being well aware of your brand name, and the bulk begin considering your products as viable candidates to address their issues. Increased sales will follow!
Sailing High in a Flood of Information?
The issue for the eCommerce environment is how clients are flooded with advertisements and offers continuously. This flood means your name and brand needs to appear several times, ideally in differing formats, before the customer starts to consider your products as a possible choice for their problem.To optimise the outcomes of your marketing campaign, you cannot just put the very same advertisements in the same location over and over. If you do, "banner blindness" comes into effect, your prospects fail to notice your brand, and your campaign becomes ineffective. Depending on the customer, you require to communicate in different media with different techniques.
For instance, maybe you start with a Facebook advertising campaign, gathering some user data through retargeting software. You use the data collected from the very first ad campaign to specifically retarget the customer with a variety of ads that more directly correspond to their interests. Lastly, you could display an ad to the prospect with a unique "first-time user" deal.
After that, you ideally have really progressed the client along the sales funnel to the point they regularly visit your website for terrific deals. With time, you wind up being in their "top of mind" for buying your kind of products and services.
Retargeting is an Essential Strategy to Implement The "Rule of 7"
At DDM we think about advertisement retargeting as a "no brainer", and for excellent reason. It is mind-blowing the number of well-known organisations, offering terrific products, that shoot themselves in the foot by not benefiting from retargeting. After only one view, the probability is that the consumer entirely forgets your brand or your offer ... but the "cookied" info does not forget!From there, you can continue to display variations of your message, accommodating the user at each point of their "buyer's journey" up until they feel comfortable making a purchase from your website.
Conclusion: Design your Advertising Campaigns to Adopt the "Rule of 7"
Adapting your banner ads and marketing outreach at each step of the customer's thought process can be hard by yourself. One incorrect move, and they might fall off the path, and miss out on your future customer outreach efforts.If you feel you might like some assistance in keeping your customers on track up till they at last buy from your company, DDM can educate and advise on how best-in-class retargeting strategies can be applied to in your promotional campaigns. Properly implemented, retargeting brings increased conversions and sales through media direct exposure on all device types, social networks, and search engines. Your potential customers will be impressed with the range of outreach, and you can manage every project under one roof.
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