An analysis of a ton of mere exposure studies, The Road Trip Effect: Forging Close Friendships | Social Psych Online, 10 Unrevealed Facts That Won’t Leave Your Mind Once You Learn Them – Buzzing Life, 10 Facts you didn't know about that will stay in your mind forever - Coolest Hacks, Simple—A Key to Effective Messaging - NonProfit PRO, Keep Distance on the Lens: Why You Look Awful in Photos than in Person - Wellness Fit. What you should consider, though, is moving away from conversion-focused advertising toward brand marketing. For those businesses seeing lower sales during the crisis, take advantage of that downtime and be ready to come back strong. But as the situation evolves, and instead descends into what may likely be an economic recession, price-conscious shoppers will be looking for those deals. Each page on your website should have a unique title tag and meta description. And while we’re here, special mention to their outstanding design that really draws the customer’s attention to those main cues. Marketing Through Coronavirus: How to Pivot Your Ecommerce Marketing Plan in Times of Crisis, Tired of scrolling? Basically, the more you see or hear something, you more you like it. With 59% of people saying that email marketing impacts their purchase decisions, it is still by far the most effective long-term method of marketing communication. A link to download the PDF will arrive in your inbox shortly. A Mere Summary. Check out this innovative and eye-catching one-off email campaign that Texas-based clothing retailer, T.C. Other research (which I’ve covered on the blog before) has even shown the power of mere exposure in making you a more influential person. In a more marketing-oriented domain, this is why companies pay tons of money to put their logo on stuff. Good marketing, at its core, has to include a deep understanding of your target market — their day-to-day lives, their challenges, their joys, their perspective on the world around them. Page load speed is a huge factor that sometimes gets overlooked. You want to make sure your store is optimized for findability and usability, and that you’re featuring the products that resonate with customers today. Curious is a neat website where you pay a low monthly subscription to learn about all sort of neat things, ranging from academic topics like psychology to more skill-development topics like art, design, and writing. Shiala was an acolyte of Matriarch Benezia for nearly two centuries, respecting her wisdom and biotic ability. Post was not sent - check your email addresses! Content marketing is all about answering your customers’ questions. Well I often suggest that it’s helpful to stay socially active if you want to form bonds with people. We are all writers, we all try to do good work, we should respect each other and try to learn from each other. If you have articles on working from home, dealing with stress or anxiety, or how to entertain children stuck inside, for example, those may well become very valuable. It bugs me a lot when writers in different genres are unippuortsve and antagonistic towards each other. In some cases, there was still an effect of the repeated exposure two weeks later! And the simple, black-and-white creative adds to the gravitas of the message without pulling it into dreary gloom. It’s human. I’ve heard lots of stories about brands pulling back on their paid advertising to conserve cash flow. If you don’t have anything relevant or substantive to offer, you may at best look out of place, and at worst be perceived as insensitive or tone deaf. Select two or more complementary products and discount the bundle, giving customers an opportunity to try new products. Jeni’s Ice Creams hits that note of compassion and empathy so well in this post on their Instagram account: Embrace the conversation when it’s appropriate for you to do so. adjustable discount codes and customer segmentation, How to Master Product Photography on a Tight Budget (We Did it With Less Than $50), The Complete Guide to Advertising on Facebook: Strategies That Convert [in 2021], Which Ecommerce Metrics and KPIs You Should Measure (And Why They’re Important), Everything You Need to Know About Achieving PCI Compliance [Checklist Included], 33 Ecommerce Conversion Rate Optimization Steps Guaranteed to Increase Sales in 2020. If, at any stage, the customer completes a purchase, they are instantly removed from that segment and will no longer receive the other. I actually Sorry, Cheyanne. It’s a win-win! Read by all the top clinicians and researchers, AIDS has the highest impact of all AIDS-related journals. What’s super interesting is that the mere exposure effect is even stronger when the words or pictures are repeatedly presented subliminally. As you’ve already learned so far, simply being exposed to something for a while fosters greater liking for whatever has been presented, but when researchers deliberately expose people to a stimulus on a subconscious level, the exposure still fosters greater liking. Use volume discounts to raise customers’ order values. For the first few weeks after the U.S. began taking serious measures to combat the spread of coronavirus, the situation seemed to change daily — having ripple effects on people’s feelings and behaviors. The Pareto Principle says that 80% of your revenue comes from 20% of your loyal customer database. Still, there’s a fine art to that communication, and one of the indisputable kings of comms is email marketing. Make sure that what’s out there is appropriate for the times — especially what’s featured on your blog homepage or website. The mere exposure effect is a fundamental principle in advertising and you can learn how to use it by reading this article. How have they changed? You focus on building your brand. Again, don’t come at this with the mindset of being your customers’ one-stop shop for pandemic facts. Maximize cross-sell opportunities and/or order value with buy one, get one promotions. Continue writing! Let us future-proof your backend. Marketing in the conditions imposed on us by the coronavirus must lean on community, brand building, and relationships with existing customers. Our Bralette Club designed a captivating automated email flow designed to re-engage customers who have not shopped in 60 days and are at risk of not shopping again. If COVID-19 has dramatically reduced your sales rates, or you’ve had to temporarily close up shop, it’s your loyal customers who will be the ones to keep your business booming well beyond the end of any international pandemic. Dramatic and/or widespread events like the COVID-19 pandemic should always trigger a marketer to first step back and say, “OK — what do I have in market right now?” Here are some steps you can take to reevaluate your plans, recenter your thinking, and focus on what’s next. Check out this example from Singaporean lingerie retailer, Our Bralette Club. Compress your images to reduce the file sizes. It may seem like a prudent option to cut marketing budgets to preserve cash flow, but consider what’s known as the “mere exposure effect,” or the phenomenon that being exposed to something more, will make you like or appreciate it more. But you have to be engaged. Download a PDF version for easier offline reading and sharing with coworkers. And then the coronavirus outbreak shut down schools and businesses, imposed social distancing, and completely upended almost everything we thought of as typical daily life. Offer discounted shipping, or ship for free if customers reach a certain order value. The coronavirus pandemic is a health crisis like we’ve never seen before, so it’s no surprise that it came with disruptions to the supply chain, hoarding of toilet paper and hand sanitizer, empty shelves at grocery stores, and stress on Amazon’s warehouses. If you can afford it, keep your paid ads running, and find ways to budget instead of killing the program entirely. The researchers arranged for four different women (of similar appearance) to attend a college class a certain number of times throughout the semester. One of my favorite demonstrations of this effect comes from a 1992 study. Users should be able to quickly and easily understand your business and its value propositions. Public Exposure Notifications. Start conversations, engage with the community, and try to make it right with dissatisfied shoppers. The email communication doesn’t stop there, though. [1]  And the women who had shown up 5 and 10 times were somewhere in the middle. As far as keywords, it will likely be more effective to focus on a small subset of keywords that tie into your brand and site theme than to try to rank for one branded keyword. Your business is so important, but you have to keep your mind first and foremost on your health. The message now is more about communicating your identity and values than “Buy this blender.”. Information about locations in the NWT where the public may have been exposed to COVID-19. Taken together, we can see a clear case of subliminal influence. Craft a message that is sensitive to the current situation, takes into account your customers’ new situations and concerns, and is honest, transparent, and human. Was anyone being antagonistic toward other writers here? We would like to show you a description here but the site won’t allow us. If the customer doesn’t make a purchase, they’re still within that same segment and could still be compelled to make a purchase. From here, they can promote stock and sales, encourage customer feedback, and delight and excite customers with ongoing updates. Thank you! In other words, we tend to like things more when they’re familiar to us (even if they’re familiar for a goofy reason). Notify me of follow-up comments by email. Throw in tools like a product recommendation engine that accurately predicts products that your customers will like, or adjustable discount codes and customer segmentation, and you’ve got a recipe for tailored, targeted emails that are easy to design. The more times people had been exposed to the stimulus, the more they ended up liking it. The email flow is designed to send them a series of emails encouraging the customer to make a purchase (through offering a discount). Especially if you find yourself having to pull back on ad spend, you’ll need to (responsibly) take advantage of all your organic opportunities. Publishing the very latest ground breaking research on HIV and AIDS. Identify a couple of relevant long-tail keywords to work into your page copy as well. People tended to like a person more if they had seen his face a few times before—even if they were flashed so quickly that they couldn’t even notice the face on the screen. Stay up-to-date by subscribing here. The results reveal the power of subliminal exposure. Elli’s draws their customers’ attention to the store’s social media channels, creating more potential contact points and strengthening their ties to their customers. But as marketers, we still have to pay attention. Try your best to keep an upbeat attitude and show your customers that you are there for them in these uncertain times and also still hopeful for the future. At the end of the semester, the students in the class saw pictures of each of the women and rated them on several scales like physical attractiveness. So how can you ensure that you’ve got your email marketing down pat at a time when clear, goal-based communication is essential? This is to meet a specific need that is relevant to the product or service you offer them. This will help to write my thesis. You don’t have to be the life of the party or anything, but simply making a point to be around could lead those around you to have a more positive attitude toward you since you’ve become more familiar. Consumers are turning to online shopping for many things they may have previously preferred to purchase in person. Other information your customers may need will likely depend on your vertical or specific products. And remember to be compassionate towards people who may have a shorter fuse than normal. If you have an established presence on social channels, you should be there now. In one experiment, researchers conducted three slightly different versions of the same experiment. 単純接触効果（たんじゅんせっしょくこうか、英: mere exposure effect ）は、（閾下であっても）繰り返し接すると好意度や印象が高まるという効果。 1968年、アメリカの心理学者ロバート・ザイアンスが論文 Zajonc (1968) にまとめ、知られるようになった 。. Social media is a wildcard on a good day, so tread carefully — but tread you must. Evaluate those assets and messages from a new point of view: one that is living in a world with record-high unemployment rates, economic uncertainty, and general anxiety. Fascinating. They may be in a sensitive emotional state and possibly not in the mindset to make a purchase from your business. Assess everything you currently have in market, starting with the channel that gets the most eyes. If you can zero in on how to answer, content marketing is a great way to fill the holes left by any paid campaigns you paused to conserve cash. Now, some of the participants were seeing the image for the first time when they rated it, but other participants had already seen the image before. Sorry, your blog cannot share posts by email. In the email, T.C. Nailing the basics of your email marketing can be as simple as making the most of automation. People are feeling communal anxiety and grief, their daily routines have likely changed completely, and some have either lost their jobs or are risking their health to keep essential services functioning. That said, watch that you don’t cross the line into possibly being seen as insensitive by minimizing the scale of the pandemic or its impact on human life. Despite never having interacted with these women, the students showed a clear mere exposure effect. Exposure, in medicine, poor health or death due to lack of protection from extreme weather or dangerous substances, e.g., from hypothermia or sunburn; Exposure assessment, in epidemiology and risk assessment; Exposure therapy, a treatment method for anxiety disorders; Mere-exposure effect, a psychological artefact; Geology and topography Make sure to work those keywords in naturally to any content headers on your homepage. But its implications are twofold: pages that load slowly frustrate users and cause them to bounce, or at least leave your site before purchasing anything. Elli’s sent to customers at the start of lockdown. March 24, 2021. In the third version, everything seemed the same except there were no photos shown to the participants—quickly or not. The other challenge is that there’s no playbook for this. As the crisis progresses, the level of sensitivity required will likely go down a bit, and at some point some light humor might even be appropriate in certain situations. Specializing in writing and web content strategy, she previously spent eight years in public relations and marketing for Tier I research universities. ITI Preparing for 2021 Parks Season. One of the biggest takeaways for me across this whole pandemic is the vast number of people who have thrown up their hands (figuratively) and said, “You know what? She holds a B.A. Sorry.. While you’ve probably already done this once or twice, consider how search trends and shopping behavior are different now, in the face of coronavirus, and make sure your strategy is responsive to those trends. Many of those things you knew about your target audience are different now. Over the years, psychologists have shown that this happens for a range of stimuli, including paintings, colors, flavors, and geometric figures. The second part of not panicking is to not immediately pull back on all your digital marketing efforts. With 18 issues per year, AIDS guarantees the authoritative presentation of significant advances. Grrr, A blog is had by me personally on my website and it sucks. As we alluded to, it’s vital that your email marketing has a goal. “the more you see or hear something, you more you like it”, Information about the blog and its author (me! Some people had seen it just one time, some people had seen it a few times, and some people had seen it as many as 25 times. News Releases. That said, that insertion in the conversation needs to be organic, not forced. One of these women didn’t actually attend at all, one attended five times, one attended ten times, and the last woman attended fifteen times. A gold standard for this kind of messaging pivot is what Nike did shortly after Americans were asked to stay home if at all possible. Download PDF. Emergency Intubation in Covid-19 This video demonstrates the procedure for emergency endotracheal intubation in patients with suspected or proven Covid-19. It might seem crazy–am I really going to buy “Pepsi” more if their logo is printed on my baseball tickets? The illusory truth effect (also known as the illusion of truth effect, validity effect, truth effect, or the reiteration effect) is the tendency to believe false information to be correct after repeated exposure. Here are some ideas to jumpstart a content marketing strategy that aligns with the changing situation and evolving customer needs and desires. In the second version, everything was the same except the photo that was quickly presented was of a different person (let’s call him “Dave”). Check it out! Taken together, we can see a clear case of subliminal influence. What are their questions now? It’s inspiring. Here are some ways you may be able to reduce page load speed: In these challenging times, digital marketing is often the last thing on people’s minds. If you run a toy store, maybe it’s a blog post on the best toys for kids to entertain themselves. And now it’s time to pivot. You probably had that down pat. Or, if you’re a lifestyle brand with a strong community, you could create virtual events or aggregate a list of those that might be of interest. You have probably had the experience of hearing a new song and not caring for it much at first, but after hearing it a number of times, you find that you really do enjoy the song and catch yourself humming it when you least expect to. Have Your Say - Education Act Modernization . We have to accept that there’s probably not a right answer to the question of how to do all of this — but there are a couple of wrong answers. The gentle cunning of mere exposure wins again! Not only will a goal help you to measure the success of your marketing efforts, but it will also give your customers a clear direction as to what you want from them. In the first version, people were doing an activity on a computer, and a photo of a person (let’s call him “Fred”) was presented 5 times at a speed of just 4 milliseconds (i.e., people don’t notice that they saw a photo). In the early days of crisis, it could be seen as gauche or inappropriate to advertise discounts and deals. Loyal customers spend more on average, with larger purchases more frequently. Discounts can be helpful in attracting new customers, building loyalty among existing customers, driving traffic to your site, and increasing your sales. Seriously, sit down — not in front of your computer — and take a few deep breaths. It aligns with the zeitgeist. LARQ is offering customers the opportunity to take $20 off their purchase price and donate it directly to frontline workers through Direct Relief: It’s no secret that communicating with your customers is an essential step to retaining them. It’s as though we can become familiar with something even if we have no awareness of seeing it before. The second part of not panicking is to not immediately pull back on all your digital marketing efforts. In the original demonstration of this effect, Robert Zajonc showed his participants images that they didn’t already have extreme reactions to (e.g., foreign words, Chinese characters, or faces of strangers). Let’s face it: your well-laid marketing campaign plans might have to be pushed back. Provide relevant information to your customers, like if you expect shipping and delivery times to be delayed, or you want to communicate how you’re keeping your customers and employees safe. ), you can see the “About” page on this website: http://socialpsychonline.com/about/. If you sell office furniture, you could post about ergonomics and how to make sure your at-home setup works for you. The essentials of an automated email flow are as follows: Automated email flows — like happy birthday campaigns, win-back flows, or abandoned cart emails — can make all the difference. As far as the “mere exposure effect” goes, subliminally exposing people to words or pictures can have a surprisingly profound effect on how much they end up liking the words or pictures. Combining your email marketing with your loyalty program might not seem COVID-19 specific, but trust us, if you’ve skipped this step, you’re missing a retention marketing cash cow that could be the ticket to getting your store through even the toughest times. Know which campaigns will work without wasting budget with our latest venture, TrueNorth. With GIFs that help their emails to stand out, clear branding, irresistible discounted offers, and product recommendations, Our Bralette Club is keeping their customers entertained while also encouraging them to shop again. The keys will be to err on the side of humanity and transparency, and to avoid the big no-nos and faux pas like a tone-deaf ad campaign or insensitive post on social media. That is, they evaluated the woman who they had seen 15 times much more positively than the woman they hadn’t seen at all. Victoria is a content marketing writer, researcher, and content project manager at BigCommerce. It’s clear from this email that their main goals are to gain social media followers and, by offering a 20% off sale store-wide, encourage sales. This is not a time to panic, but to gain perspective. Even more, if these people then had a conversation with the person whose face they had been subliminally exposed to, their interactions went more smoothly than if they hadn’t been exposed to that person’s face before. Start with keyword research: what terms are your target audience using to search for products like yours? And that’s ok. Don’t nix them altogether, but take a little time out to focus on the situation at hand (and part of that means to get your own house in order — take care of your family and employees, keep them safe, and do the best you can). And now, more than ever, it’s vital that you’re keeping your customers abreast of any changes affecting your businesses, stock, and industry. Grow without guesswork. People’s lives are at risk, but not from your marketing campaigns.