What is the optimum number of exposures to your brand that your target audience needs in order to give you serious consideration when it comes to making a purchase?
If the number you thought of is based on historical experience, then you may be surprised by what media research is saying it is today. Too little and you’re simply not seen. Go too hard and you run the risk of turning people off. Jonathan takes us through the changing media scene and why 'trust' is now an important element that we need to consider when it comes to media planning.
Consumers are changing at lightning speeds. And what's happening, what the driving force is, is technology. So, a really important metric we need to look at is what we call the Mere Exposure Effect.
The Mere Exposure Effect is how many times a consumer needs to be exposed to your message before they have any sort of purchase intent towards your brand. In 2005, this was measured in 5.2 times. A consumer needed to be exposed to your message 5.2 times before they have any purchase intent towards your particular brand.
If we fast forward to today, what does it look like?
It is forecast that consumers need to be exposed over 20 times to your branded message before they have any purchase intent.
What does this mean? This means there's a 400% increase in just over a decade. In terms of your marketing plans, how have you updated your marketing plans to actually reflect this in your strategy? Your traditional media strategy - most people are still buying to a frequency of three to five times.
This has changed. Trust is the game. When we're looking at media mix, it's important to look at what it actually look like. If you look at a lot of traditional media, whether that's TV or radio, they are still incredibly (more) trusted than other sources. It's not a remarketing (media) strategy where you're getting a frequency of 15 times on display, because you can actually turn consumers off when they feel attacked or bombarded or feel like they're being (too) sold to.
So when we look at our marketing mix, media planning and media buying, it's important to consider that at a frequency of 20 times, we know the role that each medium needs to play to get this frequency to influence a prospect and how it succinctly communicates our desired message to our consumer. So (your message is) delivering value and building trust at every point.
If you would like to learn how to integrate the mere exposure effect into your media planning and media buying strategy, we'd love to share our knowledge so that it is effectively executed. As Australia & New Zealand's leading performance media buying agency, our team loves to increase our partners' market share through effective media strategies that deliver immediate sales and ROI.