Recency effect
The recency effect can be used to stimulate visitors - but in what way? Mainly by incorporating easy-to-remember effects on your Web site. This is because the recency effect is about the cognitive effect where recently presented experiences or items are best remembered. In the case of a Web site, this is implemented differently. For example, consider a list of words. When you read or hear these, you are more likely to remember the words at the end of the list than those in the middle. What causes the recency effect? This appears to be related to three types of factors:
- The memory process
- The structure and duration of a task
- How a person processes available information
Methods to avoid the recency effect
But then, of course, the question remains: How do you prevent and combat the recency effect? Marketing offers a lot of ways to make sure your product or brand stays top-of-mind. People are almost guaranteed to forget what they've seen or heard within a certain amount of time. So to stay top-of-mind you can think of one word: repetition. Some ways to repeat are using:
- Retargeting: Showing targeted ads to already approached customers who did not proceed to conversion
- Display marketing: displaying advertising banners on other relevant websites
- Social media: Your brand or company name is seen over and over again by the potential customer
- Branded content: "brought to you by ," sponsored series or movies by brands
- Advertising: placing a product/service in a form of entertainment for subtle advertising
These are the most familiar forms of repetition within marketing and advertising. Unconsciously, one can get a lot more advertising in than they realize. The more often a brand or advertisement comes along, the better a person remembers it. This of course provides the solution to stop the recency effect.