Mere Exposure Effect – How Can It Make Your Ad Campaigns Successful
When you are marketing your products, there is more than just vibrant colors and themes that entice your prospective leads. More often, than not, it is the so-called psychological aspects of human decision-making that play a key role in determining the success of your marketing campaigns.
This can be better understood with the help of the mere exposure effect. Let us see how.
Relationship between mere exposure effect and conversion optimization
Before getting into the details, it is essential to understand quickly, what the mere exposure effect is in the first place. In simple words, it means that people, or rather your target audience will want to go for things that they are familiar with.
For instance, you might like a celebrity because you are constantly bombarded with ads featuring him or her promoting a product. In your daily life, it is quite likely that you will develop a liking for a co-worker not because the individual is good-looking or pretty but you see the person daily and you tend to develop a liking.
The case is the same with a brand. You start liking a product because you are constantly exposed to it.
Conversion principles for conversion optimization
The mere exposure effect can convert your USP for improving conversion potential
Verbalize your USP constantly, feature it, and exhibit the USP of your brand repeatedly. By doing so, your prospective leads get “exposed” to the continuous effect and become familiar with your brand in the process.
Identify your niche market with familiarity principle
Not every individual will want to be familiar with your brand and product. With the help of mere exposure, the effect identifies your target audience. Once you have done so, you can promote your products and services.
Cross-check big data with familiarity principle
When you carry out marketing analysis, big data plays a key role. With the help of the mere exposure effect, you can check for discrepancies that arise. It has been observed that defining psychographic data in tandem with intuiting the same with mere exposure effect facilitates conversion optimization.
You can follow the above 3 conversion principles when you market your products and services.
Mere exposure effect and your ads
A successful ad campaign in terms of mere exposure effect is all about repeated exposures. In other words, it means retargeting your target audience. For instance, the sneaker has been chasing you all week and you have noticed it. It means you are being exposed to the ad again and again. Over some time, it is quite likely that you might develop an interest in the product.
Most marketers make use of ambient marketing and capitalize the same on the familiarity principle. However. Few marketers feel it is not just about exposing the products to leads.
Consumers with low levels of attention must be exposed to the kiosks, banners, and various aspects of OOH or out-of-home advertising. On the other hand, consumers that have higher attention levels must be exposed to intellectual stuff like white papers, blog posts, case studies, and demos related to various products.