Neuroscience validates online video advertising as an ally of memorability. Storytelling nurtures emotion and combinations of ideas in the brain, which is the very basis on which the memory of a brand is built.
Step one: understand
By understanding how our brain works, and in particular the mechanism of memory, we can be effectively guided in the way we communicate with our audience.
That is the whole point of neuromarketing, which draws on the scientific study of thought to make communication suggestions, so a message is perceived optimally by the audience it is intended for.
The essential lesson of neuromarketing
For your message to be not only understood by your audience, but above all remembered, it must possess a few simple characteristics.
- The message must be emotional, because emotion is the gateway to memory.
- The message must be rich, so as to touch the mind at several points, because memory works by connecting different ideas related by affinity.
Multiplying these gateways facilitates a mechanism essential to your brand: RE-memorisation — that is, the ease of retrieving a memory that had been buried.
Content marketing creates the world of ideas that helps memory do its work
A story is made up of a host of elements that weave its fabric. The characters, the places, the stakes, the actors, their voices, the music, the sounds — all these elements are anchor points in memory.
With content marketing, these anchor points serve your brand, which can then be durably remembered in the minds of your audience, without the slightest effort on their part. You even have every interest in creating a story that creates pleasure, as it is one more factor contributing to successful memorisation.
Reference
For a deeper dive into neuromarketing, you will find many insightful and relevant ideas in Gerald Zaltman’s book « How Customers Think: Essential Insights into the Mind of the Market ».
