Comments are closed.
By Lior Pridor of Grapeshot
We can all agree that the digital era made advertisers’ huge 30 ft. highway billboards or 30 second TV commercials much less influential than a well-placed online ad. The main reason for the success of digital advertisers relays on the fact that they know about their consumers’ demographics, interests, and buying habits. This is a huge advantage, as they can now understand and target consumers with relevant offers. But not so fast… Let’s watch how it all plays out in real life.
I know my best friend Mike very well, but probably not as good as his search engine does. Yet I still believe I know him well enough to know what he likes. He likes soccer, he buys a lot of fast food and he enjoys watching movies when he gets back from work (around 7pm). So technically, when a new fast food value meal comes out he will probably like to hear about it. Both the digital advertisers and me, who know Mike well, decide to present this great deal around the time we know he will be home on his computer. It’s now 8:00 PM and Mike is at home reading about the last soccer match and watches the highlights on a news site. I ask him- “Hey did you hear about…” but he cuts me off saying he’s busy now. But I know him! He will definitely like to know about this deal! What happened here?!
In the past years, researchers have been very busy with understanding the impact context has on us. Here is what they’ve got so far. When we are exposed to a stimulus, it automatically triggers a schema in our brain. A schema is a set of neurons that fires triggering associations linked to that stimulus. These neuron triggered associations are our thoughts, feelings, and behaviors linked to that concept.
Let’s get back to my friend and see how this all works out in his case. He reads about soccer. His schema is quickly triggered and he uses associative memories to think feel and behaves accordingly. He reads about the team he loves and feels many positive feelings, he thinks and analyzes their performance last season (Sadly, they came in third). He also remembers that the championship match is on Friday and he goes to a website to find out how much it will cost to buy a ticket (behavior). When I tell him about the new wing special I heard about he is much more likely to dismiss my offer, as his brain is now busy in other thoughts, feelings and actions.
This notion has been researched extensively within the Neuropsychology field and results show what is termed as a “Spread of activation” in which we are more likely to act and think about certain concepts when certain contexts present themselves.
So let’s talk about the missing link in digital advertising. We know our product, we definitely know our consumer, what we lack is the context they now experience. An advertising campaign without context is like your friend who lacks the understanding when to shut up. Most advertisers know Mike just as well as I do but they lack the understanding how to make the offer relevant to his current context. In research terms, the context allows quick and accessible recall as it triggers the schema related to the brand and increases the likelihood of action (CPA) due to a related ad.
As marketers look to create a meaningful relationship with their consumers, rather than simply exposing them to the brand, It is important to remember that relationships are complicated. They involve not only knowing who the consumers are but also knowing the context in which they are able to process the ad’s offer.
Copyright Grapeshot, 07/11/2016
Comments are closed.