PEOPLE IGNORE THE THINGS THEY GET REPEATEDLY EXPOSED TO
Description
Sensory adaptation occurs when consumers get exposed to one ad for a long period of time. That ad no longer provides sensory input to be noted.
To snap consumers out of this state, you need to offer them a novel, previously unseen, experience.
Research:
One way to reduce sensory adaptation is to have a celebrity endorsement. In 2012, the research found celebrity endorsements can increase sales by 4%.
Application
Rotating Ad Content and Designs
"Consumers can quickly become desensitized to repetitive ads, leading to a phenomenon known as ""banner blindness,"" where they unconsciously ignore banner-like information on websites. To combat this, marketers can regularly rotate ad content and designs. This means changing the visuals, colors, and messaging of ads frequently enough to maintain novelty and keep the audience's attention. For example, a fashion brand could change its ad visuals seasonally, showcasing different styles, colors, and models that align with the current trends and seasons."
Varying Marketing Channels and Formats
Sensory adaptation isn't just visual; it applies to all senses and types of engagement. Marketers should vary the channels and formats they use to reach their audience. This could mean alternating between text-based content, video, interactive ads, podcasts, or social media platforms. By providing content in different formats (like an engaging video after a series of text-based ads), marketers can recapture the attention of their audience and improve engagement rates.
Interactive and Personalized Experiences
Engagement can be significantly boosted by creating interactive and personalized experiences for consumers. Interactive content, such as quizzes, polls, and games, requires active participation, which can reset the sensory adaptation process as it presents a new type of stimulus. Personalization, on the other hand, makes the content more relevant to the individual, which can break through the desensitization barrier. For instance, using data analytics to personalize email marketing campaigns can ensure that the content is fresh and specifically tailored to each recipient, thereby reducing the likelihood of sensory adaptation.
Examples
