Behavioral Science
Why Advertising Rarely Goes Wrong
Marketers are often very conscious of the ways that their advertisements can backfire or “go wrong” in the eyes of their audiences. They often worry about insulting someone or someone taking their messaging the wrong way.
Don’t Forget about Music in Marketing!
We often talk about how people rarely pay full attention to advertisements and that they often forget the advertisements that they do see. For example in the book How Brands Grow, Byron Sharp points out that only 16% of ads are remembered and correctly attributed.
How to Change Beliefs
Recently, Amplified Intelligence did a study that looked at active attention for people consuming video based on platform. The research revealed that Instagram was the platform where people paid the most active attention, while people watching linear TV paid the least amount of active attention to the content.
The Pitfalls of Easy Data in Marketing
From performance marketing to attribution modeling, we’ve seen a rise in available data from marketing over the past several years which have shifted our focus to more lower-funnel activities.
Psych Drivers That Impact Marketing Success
Marketers face many tough decisions when they’re tasked with setting up a marketing campaign for their brand. One of the biggest decisions of all, of course, is who to go after and target?
How to Break Through the Attention Barrier
A recent study from the Advertising Research Foundation shows that attention matters. In fact, the more attention to or involvement with the content, platform, device or media brand, the more likely an ad will be effective.
What’s That? Marketing That Gets Noticed
Most marketers are aware that people tend to shop around the perimeter of the grocery store. If you think for a moment, you can probably confirm that this is true of yourself when you go grocery shopping as well. We don’t walk down every aisle and give every product equal consideration.
Consumer Psychology and Media Placement
At Intermark Group, we’re often discussing the many psychological drivers that impact advertising effectiveness. One of the biggest drivers that often gets overlooked by the marketing world is the internal motivation of the audience when the ad appears.
Make It Easy, Then Make It Easier
The importance of understanding the customer perspective has been around a long time in marketing. In fact, some of the biggest figures in marketing were the most prominent voices promoting the perspective of the customer.
Surprises Help Ads Get Noticed
As marketers, we spend a lot of time thinking about how people direct their attention as they go about their day. This is an important question because the majority of information that reaches the senses gets ignored.
