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Tuesday, 06 December 2016 20:21

How does our brain respond to a brand message?

A successful digital marketing strategy requires a strong understanding of the market and full utilisation of marketing tools in order to keep your brand visible. If you are hoping to up your digital marketing campaign and brand presence, it is important to make sure you are up-to-date on the latest marketing trends, as it will help you to stay in the right direction.

In the latest integrated live event which was held in Excel London, HS has attended the event and explored more industry insights. Looking at everything from marketing trends to digital marketing transformation, from social media to customer engagement, the information was very fruitful. We will share different insights to all HS followers later and today. First, though, we would like to talk more about how our brain responds to a mobile world.

Mobile continues to pose one of the biggest growth opportunities for brands. Although, it is not as easy to get on the bandwagon, as it takes substantial resources to optimise landing pages, build new creative, develop messaging, and monetise bids and budgets to achieve mobile success. There is no quick route, no divine right to success in the mobile industry.

In order to make an impact on the audience’ memory, it is vital to ensure that there is a strong link between the emotional response and the brand. One successful strategy is to make your brand the revelatory moment of your advert.

Here are the 3 key notes on how brain reacts in a mobile world for marketers to understand when creating an ad message:

1. It is about triggering, not brand building

When we create a message, we can imagine that there is a brand room which is in each person’s head. Great advertisement can go into the memory, “furnishing” the brand room, but we also need to trigger the brand room to get the emotion in our brain and bring it to life. It is important to note that even very subtle cues can act as triggers - shouting loudest is not most effective after all. Also, it is better to showcase a product than to sell it.

 

2. Make it personal

Personalisation is the reason for profiling because personalisation can create an easy way for the brain to remember, forming a differentiation between individuals. The familiarity of emotions will generate trust to draw attention from customers. Meanwhile, incorrect personalisation will do the opposite.

 

3. Deliver emotional intensity

Live events such as Facebook likes can help to drive the overall response, as it will amplify the emotional factor. Once online interaction is utilised online, it will drive memory encoding, and memory encoding links to behaviour.

To conclude, in order to produce a triggering message to motivate customers to take action, we should segment the audience and tailor a unique message to each part. In addition, we will also need to promote agility by making good use of technology to enhance activity. Since the audiences are not clones, it is also vital to create content that can be recycled and repurposed to enrich the brand’s online presence and longer visibility across a multitude of channels.
If you are considering the best ways to strengthen your brand by expanding more presences on both online and offline channels, HS can help you to design a well-rounded strategy to achieve your marketing targets and goals.
From creation of impactful advertising messages to conveying that message to your audience in the most impactful manner, we will conduct in-depth research and take care of all your branding needs.

Have a question? Drop us an email at This email address is being protected from spambots. You need JavaScript enabled to view it. or call 020 7293 0667 and we will help you out.

Published in Online Marketing