Yes, like so many others I have them, but that’s not the point. I had 1/10,000 of a second to gain your attention and take action, so if you have read this far, I succeeded. Read on to learn how you’re response is a useful behavioral example or click here for discussion on offensive sexist content.
In Olympic swim races the winner is decided by 100’s of a second, but marketing is far more competitive. I doubt you realise you have around 1/10,000 of a second to win the race to own that coveted space in your target person’s mind.
So whether the headline piqued your attention or offended you is irrelevant, because this article is not about the female form in any way and the word boobs in the headline has served its purpose. I wanted a headline that would cut through to penetrate your conscious mind and motivate you enough to take action – in 1/10,000 of a second.
Today’s marketer is competing to capture share of mind at a time when humans are receiving unprecedented volumes of relevant and irrelevant, interesting, benign, entertaining, educational, informative and banal input.
This is how mental mechanics can be evaluated mathematically for a marketer:
- Your message is one piece out of approximately 11 billion bits of data: Our brain processes about 11 billion bits of data per day, yet only 50 bits of that data is processed consciously, the rest is processed ‘unconsciously’. That’s because data already processed has established neural connections which allow us to carry out some actions ‘automatically’, without conscious interference.
- You’re trying to penetrate consciousness amid 5,000 ads per day: In the 70’s we were exposed to around 500 ads per day, in the modern world that’s number has expanded to around 5,000 per day. But the human brain is an extremely efficient data receiver and processor, aided by all irrelevant data being screened and discarded.
- You’re trying to be one memorable, meaningful thought among over 2,000 thoughts per hour. Experts estimate humans have around 2,100-3,300 thoughts per hour or 50,000-80,000 thoughts per day (subject to the expert and the subject…).
- It takes the brain about 1/10,000th of a second to respond to something and generate an action.
Why are these statistics important?
Thoughts, feelings, emotions – that’s basically how human behaviour works. If almost everything we do is driven by our subconscious derived from learned behaviour, all that subconscious processing makes the things people practice and their habits extremely important for a marketer. Ideally they will program the message to fit the trained circuitry to get direct, priority access to the conscious mind – like having the CEO plant your resume on HR’s desk with an instruction for them to review it.
The marketers goal is identify relevance in the person’s mind and engineer the message with EQ (emotional quantile), tempered with wisdom and contemporary trends to trigger desire and goad action. Prepared in this way, a marketer guiding specialists in the tools of technology, is far more likely to effect the desired consumer behaviour, than a specialist on the tools alone. In other words, it’s not enough to know how to use technology to reach the market, you need to know how to effectively infiltrate the mind of the people.
In effect, every marketer is trying in 1/10,000 of a second to infiltrate the mind of their target people to:
- ensure they see the message among 5,000 potential alternatives per day
- establish relevance and value enough to pique interest that they tune into and absorb the message
- find the message relevant and compelling enough to rise above around 2,000 thoughts p/hour so that they take action or at least create intent to take action ie. click, buy, refer, make mental note to act later
If people can evaluate a marketing message that fast, when you hire a person to do your marketing, you want someone who can instantly draw upon their marketing expertise, EQ and wisdom to evaluate a marketplace and interpret data to confirm their professional instincts, rather than someone who knows the tools of technology or needs data to provide direction.
If you need marketing expertise that can read and evaluate consumer behaviour and statistical data to provide insight and direction for effective strategy, contact Wanted Consulting – Reward Offered.