With so much emphasis on return on investment (ROI) in all forms of marketing, particularly digital, it's worth remembering the power of your brand and continually nurturing its awareness. Sure, we need to measure our marketing output to ensure we stay on budget and achieve results but being in the right place at the right time when people make purchasing or any other type of commercial decision, is just as important. But with so much information and data either floating around or being pushed on us the equivalent of 174 newspapers of content a day according to research by the University of Southern California how do you get cut-through for your own business? Consistency and persistence, along with a small network of neurons in the brain is the answer. People don't usually decide to buy something just for the sake of it, unless it's a primary need such as food or water, but subconsciously become aware of a desire over time to eventually take action and when they do, you want your brand to be there front and centre. Sounds complex and expensive? Not if you couple the power of the Reticular Activating System (RAS) and consistently push your message out through multiple channels. The RAS is a collection of nerves at our brainstem that filters out unnecessary information, so the important stuff gets through, and takes what you focus on and creates a filter for it. It sifts through the data (174 newspapers) and presents only the pieces that are relevant to you, and it all happens without you being aware of it. Have you ever noticed when you start thinking about buying something, like a particular model of car, you suddenly start seeing that model everywhere when you didn't before? That's the RAS in action. Big brands have the budget to buy endless TV, print and digital advertising to get in front of you, and the biggest ones don't even push product, just their brand. However, every business can build a database and push their story out consistently to their audience. Regular electronic Direct Mail, social media channels, and ublicity are all cost-effective tools that work, and if managed correctly and persistently pushed, achieve results. There's no marketing silver bullet if there was, everyone would use it. Just hard work and time to build a database and consistently promote your brand to it so when your audience decide to make a purchasing decision, you're right there in front of them.
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