Finding the Stuff that Causes Attention and Sales

Since marketing consists of all the things we do to get and keep customers all of whom are human beings from a scientific perspective marketing falls under psychology where neuroscience also residesIn psychology the prime mover which sits at the entrance to the cognitive process is motivation Everything we do traces back to what motivates us Motivation is the stuff that causes attention and sales and causes everything else in the cascade listed in the first paragraphIf an ad does not speak to our motivations it can still catch our attention David Ogilvy famously said amp8220I donamp8217t create ads to get attention I know how to get attention I can show a picture of a gorilla wearing a jock strapamp8221Many people believe that attention is however a necessary precondition for advertising to have an effect Unfortunately those people are forgetting the subconscious Advertising can have an effect on people who are not looking at the screen through the audio track which a Lumen study for Audacy has shown can have more advertising effect than the visual track People who are zoned out and have no memory of the ad may still be influenced by itThis is not to say that attention is irrelevant research supports the notion that attention increases ad recall and brand awareness both of which have value And Mars has reported that pretesting AIgenerated commercials using Realeyes AI attention prediction works to filter out ads resulting in 35 sales liftsBut attention is not in itself capable of changing hearts and minds and behaviors The way to change those things is to make your ads resonate with the useramp8217s motivations And to ensure that the media content that leads into your carefully constructed ad does not detract from that resonance experience but in fact adds to the resonance with the useramp8217s motivationsFor the past 100 years the closest that marketing has come to motivations is surveys about product features Segmenting targets by whether they care more about breath freshening tooth whitening or decay prevention is one example of this But this is far more superficial than motivations Motivations lie far deeper in the individual than these petty considerations about which toothpaste they buy Motivations are the things we strive for in life and they permeate far beyond our conscious mindFor this reason motivations cannot be accurately measured based on questionnaires We tried this with Simmons in 2017 and the questionnairebased motivation data had no statistical significance in relation to the brand usage dataamp8220Myamp8221 tech companyamp160RMT however is able to measure motivations based on an individualamp8217s media content consumption patterns Media content is coded by 265 empirically derived value signals and the user is amp8220painted withamp8221 the value signals that the user consumes in media Simmons showed a statistically significant relationship between these signals and the use of the brand for every brand in every vertical in the Simmons questionnaire The average increase in the predictivity of brand adoption was 83 as compared with making such predictions with Simmons demographic data aloneRMT clusters these 265 signals into 15 RMT Motivations With AI partner Semasio RMT scores these 15 Motivations for each of 300 million US IDs and 16 million Canadian IDs based on digital content consumption The marketeramp8217s agency sends RMT the link to the ad and RMT sends back the highest scoring RMT Motivations in the ad and sends however many million IDs the campaign needs to the marketeramp8217s DSPSSP for programmatic delivery of the ads to the people most likely to be motivated by those specific creative executions Neustar showed 95 increase in incremental offlineonline sales as a result of this targeting versus what the marketer had been using beforeRMT also delivers rankings of TVstreaming programs and their resonance with the specific creative execution Rotations are also ranked that way Threeway resonance can be achieved between ad person and contextIn Canada Vividata amp8220the MRI of Canadaamp8221 uses RMT Motivations in its system and calls them Drivers for short Marketers in Canada can look up what motivates their loyal customers their occasional customers and their main competitoramp8217s customers and much more Soon it is hoped marketers in all major countries will have similar abilities This will enable far more effective advertising creative strategyUntil now the state of the art in marketing has been the use of personabased segmentation schemes using questionnairebased data focused mainly on product features The RMTSemasio system is actually capable of merging these with the 15 RMT Motivations In this study that combination quintupled the KPIYou know something is scientific when it can be validated by sales effects branding effects and especially by neuroscience Very little in marketing has ever been triply validated this way RMT has been validated in all three ways as evidenced by the findings belowRMT validated by scienceWharton Neuroscience determined that RMT adcontext resonance is the most predictive metric of EEG synchrony which is a strong predictor of the sales effect of an adThis is the beginning of a new era in marketing science Because motivation underlies both branding and performance it automatically ties those two outcomes together Understanding the mission revolves around motivation makes all marketers more effective they finally have their eye on the real ballPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Finding the Stuff that Causes Attention and Sales

Author

Publish date

Channel

Archived in

Bill Harvey

"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Finding the Stuff that Causes Attention and Sales

Enjoying This Commentary? There's More to Love

Bill Harvey

TAGS:

"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

The payment was successful

Cookies