We have all heard the saying “squirrel moment” – made famous by the dog from the Pixar movie – UP! You know you have had one or a ton of those moments. When you are talking to someone or doing something and totally get distracted by something else completely unrelated to what you were doing.
Rest easy my friend, you are not alone. A recent study by Microsoft suggests that the human attention span is less than the common Goldfish! The average attention span of a goldfish is 9 seconds. The average human attention span 8 seconds. Microsoft conducted its research through surveys and EEG imaging. Find that a little scary? By the timeyou finish reading the paragraph, how many times has your mine wondered?
What is contributing to the lack of attention spans? Technology of course. It’s part of the good the bad the ugly of technology. The sense of instant gratification.
So how does this affect marketing? The affect is all over the place. Gone are the days of long wordy advertisements, now we have infographics. Oh, and if your blog title is not catchy, no one will read it. Facebook? You better have a video and/or a picture. Instagram says it all “instant”. 140 character Tweet? Not on your life. You get the picture. So now what?
Enter, Neuromarketing. (One of my personal favorite topics) Which is defined as “a field of marketing research that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli.” Going back to basics and how the brain works. Psychology meets marketing. Neuromarketing is not new, however before the technology to study how the brain reacts to certain stimuli was very expensive. Just like in the Microsoft study scientist can now use EEG to track brainwaves. And you know where this going to better market to consumers. “The specific mental states that we track are attention, [personal] connection, and encoding [to memory]. …You can see how that might be of interest to marketers.” (Brainsights)
FOOD FOR THOUGHT: Have you ever noticed, why all of the “character” cereals are at eye level with children? Next time you are in the cereal aisle, watch the eyes of the boxes. If the box is toward the bottom it will “look up” at you. Top shelf, you guessed it looks down. The middle, you are eye to eye.
“Findings show that brand trust was 16% higher and the feeling of connection to the brand was 28% higher when the rabbit made eye contact. Furthermore, participants indicated liking Trix better, compared to another cereal, when the rabbit made eye contact. This finding shows that cereal box spokes-characters that make eye contact may increase positive feelings towards the product and encourage consumers to buy it.” – Cornell University Food Brand Lab
Have you ever noticed the placement of grocery store advertisements? Cereal boxes? What do you think of neuromarketing?