Why can't your marketing information enter the user's attention circle?

In many service industries, no matter how hard you try to appear in the life scene of the target users, you can't successfully attract users' attention. The root cause may be that consumers are exposed to more than 1500 advertisements or brand information every day. And your information can't be perceived by users.

So how do users filter this massive information?

1, optional attention

People's access to information is very selective. They tend to start from their original viewpoints, viewpoints and interests, tend to contact information that is more consistent with their original attitudes and needs and information that is quite different, and try to avoid information that is inconsistent with their own viewpoints.

For example:

Although many people will not buy Apple products, every time Apple launches a conference, there will be a wave of attention, and people will be scrambling to understand and spit out Apple's latest technology, product style, technology level and so on.

2. Selective misinterpretation

Even if marketing information can be noticed, the way of attention is not always what marketers want. This is because when people face objective things, there is a tendency to combine externally input information with existing patterns in their minds. This tendency to interpret information according to people's existing ideas is selective misinterpretation.

For example:

After McDonald's introduced wheat coffee, researchers anonymously evaluated the tastes of wheat coffee and Starbucks coffee, and the results showed that the taste of wheat coffee was more favored by consumers. However, because the brand awareness of Starbucks coffee has been deeply rooted in people's hearts, consumers will still think Starbucks coffee is better with "prejudice" when comparing the two.

3. Selective reservation

People don't remember too much contact information, but what information will they keep to support our attitudes and beliefs. From selective attention to selective misinterpretation to selective retention, the relationship between the three and brand loyalty is constantly strengthening, so when it comes to the stage of selective retention, strong brands can often make people remember the advantages of products and ignore the advantages of competitive brands.

For example:

As a niche and differentiated wine, Jiang conveyed more emotional elements to consumers. Therefore, even if consumers prefer the taste of other popular wines, they will not refuse Jiang's brand charm.

Summary:

Sun Tzu said, "Go to the army and make a plan." This means that the smartest strategy is to understand the enemy's thinking and find a way to break the enemy on this basis. The study of these three consumer choices means that marketers can understand consumers' thinking in the decision-making stage and what impact these thinking will have on the interpretation of advertisements and sales information, and on this basis, find advertisements that can attract consumers' attention.

A: designing and marketing cross-border strange girl Xie Qiao invites you to pay attention to marketing flights and find more interesting things.