In the process of marketing planning and implementation, enterprises are easily trapped by short-term data and acquired customer volume. It is not that these data and concerns are wrong, but as a long-term marketing development, focusing only on these data points is limited, which underestimates the overall effect and delay effect of marketing, especially the impact of online marketing on the offline market, The exposure effect of marketing is powerful, and the fastest way to achieve effective exposure is full network marketing.
What is the exposure effect?
Exposure effect, also known as multi view effect. It is a psychological phenomenon, which means that we will prefer the things we are familiar with, and as long as it occurs frequently, it can increase the degree of liking.
In the 1960s, psychologist Robert Zaronz conducted such an experiment: participants were asked to watch a series of photos, some of which appeared more than 20 times, some more than 10 times, and some only appeared once or twice. Next, the experimenter asked participants to rate their liking for these photos. The results showed that the participants' preference for a photo was positively correlated with the number of times they viewed the photo. They prefer familiar photos that they have seen more than twenty times, rather than fresh photos that they have seen only a few times. The experimental results show that the increase of viewing times will improve the degree of liking, that is, the "exposure effect" is verified here.
When we choose a brand product, the consumption decision you think is extremely rational has already been determined by the subconsciousness affected by the exposure effect, which is Brand identity Role of.
In the early stage of purchase, consumers will certainly make horizontal comparisons of products of the same category, and a large part of the comparison information comes from the whole network information, that is to say, in the peer competition, the market competition of the whole network marketing accounts for a large proportion. Whose online marketing information content is high-quality, updated quickly, updated more, and more prominently appears in front of consumers, then it will have more advantages in the competition.
The exposure effect of the whole network will increase consumers' purchasing desire and product confidence. This influence is long-term, imperceptible and rooted in consumers' hearts.
This also confirms a view: The exposure effect is dominated by decision-making In marketing, this is more effective and considerable.
The influence of exposure on human brain is mainly due to memory and cognitive mechanisms.
First of all, when we repeatedly touch something, the brain will store this information in long-term memory, thus affecting our evaluation and preference for things.
Secondly, repeated contact with something will make our brain form a corresponding cognitive framework or cognitive model. This model can help us make judgments and decisions on things more quickly, so we are more likely to accept things that match our cognitive framework more.
It also proves that Marketing is a long-term job, which needs to be constantly exposed to stimulate the market In order to win industrial competition, gain more public recognition, improve the corporate image and transform more performance.
In the field of marketing advertising, The "exposure effect" naturally plays a key role. For potential customers, marketing advertising first improves brand awareness through continuous exposure, and implements its "inform and remind" function; For customers who are hesitant to buy, marketing advertising will increase the attractiveness of the brand through repeated display, that is, implement the function of "persuasion"; For loyal customers, marketing advertising constantly strengthens their loyalty, which is the implementation of its "strengthening" function.
The enterprise continuously carries out marketing exposure, so that the target group can go from knowing the enterprise to being familiar with the enterprise to being loyal to the enterprise. This process fully demonstrates the exposure effect of marketing advertising. At the same time, The continuous exposure of marketing advertising is also the supporting force for the transaction of offline business 。
When enterprise brand products frequently appear in the market, people's good feelings towards enterprises tend to rise accordingly. It is important to note that the positive effect of frequent occurrence is based on the premise that the first impression of the enterprise on the market must be positive.
If the first impression displayed by the enterprise is not good, frequent exposure may have adverse effects and cause market aversion. If the enterprise hopes to leave a positive image to the market customer group, it is undoubtedly a simple and effective strategy to frequently show its positive image.
and Realize continuous high-quality exposure of enterprise brand marketing and effective network planning and operation , just Professional team is required to complete the implementation For enterprises, this is also a practical problem that needs to be considered.
The service experience and service effect of Xingtian Derun in the whole network marketing field have been continuously recognized by the market. In view of the problems such as incomplete marketing team, unclear marketing plan, and insufficient execution, Xingtian, whether from the service team collocation, or from the service plan planning and work execution , fully considering the needs of enterprises, Completely undertake enterprise wide marketing , help enterprises from 0 to 1, and then 100 full case operations, Realize continuous and effective exposure throughout the network, form a dominant marketing force, and achieve long-term long-term brand advantage 。
