Marketing Furthered

By Sierra-Wilson Furr In a previous PP post we discussed a trend where we believe a shared industry tends to foster repetition, the comfortable options, the forgettable: individuals and companies draw inspiration from each other and after a while, content seems to repeat itself. Kinda like music, right?

Have you ever hated a song initially but eventually it turned into a toe tapper? New things can be hard to appreciate when we have nothing to compare them to. But with repetition we can become fond or, at least catch on to it. This is a phenomenon known as the “mere exposure effect”, in which the more we are exposed to something, the more we tend to like it. The trouble is, familiarity breeds contempt. Eventually the popularity dulls us until something new comes along to freshen things up.

A similar thing happens in marketing, and is particularly toxic in the age of memes and 180-character pitches. We fall into patterns which make communication easy and accessible, but which also make breaking the sequence scary— when we’re used to sharing our opinions in a particular format, the ideas we share also tend to take that shape.

The “marketing gurus” who think they know the secret to success may have merely broken down a tired pattern. Our minds are yearning for a break, and our eyes might catch things which look a little different. That may not mean an automatic sell, but the more that we stray away from what we think we need to do, the more we can be seen as innovators. Stay ahead of the curve.

Find Sierra on Twitter @sierraalexisw

and instagram @zlarp

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