FIGARODIGITAL.CO.UK
NEWS, VIEWS, STATS, OPINION
Recall to Action
ctive Twitter use drives 56 per cent greater memory encoding than the average website. That’s according to
research undertaken by Neuro-Insight. The study, which was highlighted by Twitter’s Georgina Parnell at our Digital Retail Conference earlier this year, also found that Twitter activity generates a stronger emotional response than other online activity, even when users are only passively engaged with the platform. That’s due to the interactive nature of the experience and the highly personal nature of the content with which we tend to engage.
Heather Andrew, CEO at Neuro-Insight, explained to Twitter’s own blog that there’s “a
very strong correlation
Trend Index
Five of the most significant issues of 2015 so far, as cited by speakers at Figaro Digital’s weekly seminars.
● Micro-moment marketing: the point at which a consumer decides they have a need and start looking for someone to fulfil it. Also the first step in the mobile path to purchase. “The new battle-ground for brands,” according to Google.
● Mobile search, including wearables: voice commands and mini-screens mean rethinking long-tail keywords and providing locally relevant results. ● Make attention pay: you have eight seconds to engage consumers online. In the case of
millennials that drops to six. Relevance, personalisation, experience and incentives are your friends. ● Email still drives higher ROI than any other channel. Use automation to drive personalisation. Use
proactive campaigns to generate demand. And remember: no one can respond to an email you didn’t send. ● Forget mobile-friendly. It’s now mobile-first. And frequently mobile-only.
between memory encoding, what is stored, and our subsequent actions including purchase behaviour. The reason for that is that stuff can go into our heads and we might not be consciously aware of it, but it is there and can drive our future actions. We’re not always consciously
stronger emotional response than other online activity
Twitter generates a
aware of what’s behind our behaviour, but what’s been encoded into memory, even unconsciously, is a key driver.”
6 issue 25 july 2015
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