Today’s consumer has become increasingly sophisticated when it comes to advertising. In addition, several kinds of devices compete for a person’s eyeballs each day. To figure out the best way to market in the digital age, companies have turned to neuroscientists, according to Bloomberg Businessweek. These researchers track eye movements, measure heart rates and examine brain activity to discover what turns customers on. While information is still preliminary, here is how the latest research can help when marketing your small business online:
Focus on the small screen
If you have to choose one medium for marketing, choose smartphones. Consumers obtain more information from their cell phone screens compared to anything larger. Your customers consult their smartphones several times a day and have learned to focus their attention on the tinier display. They may consult larger screens, such as TV screens, far fewer times, or not at all. Consequently, they have to work harder to pay attention to what’s showing on television.
The brains of people reading their Twitter feeds are as active as when those same individuals are opening physical mail. These consumers become more engaged with what they’re seeing than if they’re browsing websites or looking at YouTube videos. If you have a limited or no budget, start your marketing with tweets. Later, when you have the time and money, you can develop a website to which your tweets can refer.
Keep in mind that you’re competing with other companies and a person’s friends when he scrolls through his timeline. You have a split-second to capture his attention or he’ll scroll right past you. The brand icons that catch the eye the most are those that are simple and with bold colors. Your main logo can still remain detailed and complex. However, simplify that logo as much as possible when reducing it to an icon and rely on just one or two of its key colors.
If you want more information on appealing to a digital audience or need help with marketing your business online, please contact us.