⚡ Don't retarget your leads very frequently! No, seriously! Don't!
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Welcome back to Kwerks. Here’s what you’ll find in today’s newsletter:
A behavioral science-based marketing tip.
An exciting marketing job opportunity.
Previous Tip: Bundling your services can lower the perceived value (All tips here)
Recommendation: If you really want to improve brand/offer recall among your leads/customers, don’t do this….
Science says it doesn’t work. Learn why.
What is the lag effect?
The lag effect suggests that we retain information better when there are longer breaks between repeated presentations of the information. The longer the time between repetitions, the more likely we are to remember it.
Why it happens?
There are two explanations for this:
Information that is encoded in two different ways may be registered on a deeper level through multiple associations.
For example, the first time you encounter the word “garden” you might associate it with growing vegetables. Then after looking at words like “rocks” or “Chandigarh”, and when “garden’ is repeated again, you might think of the “Rock Garden” in Chandigarh. So by encoding the information with two different associations, we may be more likely to remember it later, because we can remember either growing vegetables or rock garden.
The second explanation, the “deficient processing account”, presumes that the lag effect occurs because we are unable to encode the subsequent repetition of information at the same level as the first presentation of information if the repetitions are too close together. Deficient processing might occur because we are less likely to pay attention to the repeated information when it closely follows the first presentation because our brains think we have already registered the information.
Why is it important?
Since the lag effect can impact whether we remember information, we need to make sure we understand how our brains and memories work. By knowing about the lag effect, we can ensure that we allow more time to pass before we repeat the information that we are making our potential customers remember.
How to implement it?
Retargeting is not bad. But bad retargeting is bad! So test out different intervals between each retargeting campaign to see which produces maximum conversion among your target audience. I’m sure this will show much better results than retargeting them daily or once every 2 days. 😒 Because…science says so 🙌
📬 Marketing Jobs for you!
Zoho - Product marketing associate/specialist
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