As we keep charging ahead in the 21st century, the amount of information people encounter daily continues to grow exponentially. Chaos theory is in full force. Meanwhile, content has become a centerpiece of marketing. The challenge is how to make that content engaging — how to fully activate heart and mind to ensure a prospective customer will remember you when the time comes.
You can borrow a page from Edgar Dale’s Cone of Experience Learning model. It suggests that, after two weeks, we’ll remember 50% of what we hear and see. Compare that to remembering 10% of what we only read, or 30% of what we only see. That’s the case for engagement. Better yet, Cone observes that when people say and do something, they will remember 90% of it. It may be a high bar to get a prospect to say and do something as a result of your marketing content, but current customers certainly seem within reach.
The next time your creative team – whether they are on the inside of your organization or at an agency – present a really cool idea, think about what it might do to the heart and mind, and how that deeper engagement will help your brand and message stay top of mind.
© 2013 Development Practice 360, LLC
