How the Brain Digests Content and Why That Matters for Your Marketing Strategy

1/18/2017

A film and a book are two very distinct mediums. Even though they both tell a story, the way that the story is conveyed to the audience is completely different. A book, which requires readers to use their imagination, can be difficult to remember and absorb. A movie, however, conveys the story for the viewer primarily through visuals. Studies have found that our brain processes written and visual content very differently, which can change how any story is received. Marketers have recognized these complexities in the brain and have taken them into consideration when creating content in hopes to attract customers and brand advocates. The best marketing strategies, therefore, utilize both text and images to connect with audiences!

Visuals Catch Attention

An advertisement on a moving bus can display an important message, but what will your customer remember seeing as the bus passes by? They will most likely remember a graphic or a picture instead of a tagline. Why? Our brains can process visuals 60,000 times faster than text. This is a fact that businesses can’t ignore when they are creating their marketing strategy. The average person has an attention span of less than 8 seconds, which means that in those 8 seconds you need to be able to catch their attention and hold it, to share your brand’s message. If you are placing marketing materials in high traffic areas, focus on spreading your message through visuals! This will help your business get noticed and be remembered. 

What Will People Connect With?

Do you notice how much easier it is to take on the voice of the protagonist in a book than place ourselves in the shoes of the main character in a show or movie? The brain knows what will resonate with us. If you are looking to form a greater relationship with a current customer, a personalized note will help them connect with you. If you are attempting to remain top of mind, add in some visuals. By marrying both forms together, you can provide audiences with digestible content that not only impacts them on a personal level, but that will also be stored in their long-term memory! The brain knows how to process information and what a person will engage with mentally and emotionally. The next time you create your marketing strategy, determine what will catch a person’s attention, and what they will forget.

The brain is the most complex organ in the human body. It controls how our body functions and helps us connect with text and visuals in different ways. It has been said that developing a strong marketing strategy is a science; but to truly connect with others on a greater level, we need to integrate the science of the human brain. 

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