The vast majority of consumers remember information presented in branded content for just three days, according to research from Prezi. Eighty per cent said they forget most of the information three days later, while over half said they can't remember a single thing.
The Science of Attention report found that the key to engaging a millennial audience is to have a conversation with them, whether online or in person. Seven in ten 16-24 year olds agree that it would convince them to buy from a particular brand if they felt like they interacted and engaged in conversation with them.
While investment in content marketing is reaching record highs, much of this content is failing to achieve its ultimate goal: If consumers are failing to engage with or remember content, then it can’t influence their perceptions or purchasing behaviours.
Working with renowned cognitive neuroscientist Dr Carmen Simon, Prezi’s research found the three most common reasons consumers forget content are irrelevancy (55%), a lack of motivation to remember it (36%), and the fact that there is simply too much content to retain (30%). Surprisingly, distractions (18%) and stress (9%) were far less significant factors.
Prezi also uncovered specific insights around presentation content, finding that 50% of people switch off within the first twelve minutes of a one-hour, slide-based presentation. However, two-way, conversational presentations are far more effective, as more than three-quarters of respondents (77%) felt interactive presentation software would help them remember more information. What’s more, almost half of consumers (48%) would be convinced to buy from a brand if they felt they interacted and engaged in conversation with them.
Spencer Waldron, regional manager for Prezi Next, said: “Marketers are wise to the fact that content can be an incredibly powerful influence on perceptions and purchasing decisions.
“But in order for content to influence or actually deliver that sale, it needs to both hold the audience’s attention and be memorable. From a presentation standpoint, taking a conversational approach and using storytelling, covers both of these elements."
Dr Camen Simon said: “This research found that 87% of people feel that presenters who engage them in conversation will keep them focused and attentive. Conversations can impact memory because the frequent switching of stimulus between the speakers prevents the brain from habituation and offers novelty. The brain enjoys the buzz of novelty.”
Examining the types of content which are most memorable, Prezi found that:
· Content which ‘tells the audience something new’ was the most memorable, helping 27% of respondents to remember a brand, followed by content which teaches, inspires, or entertains (each 25%).
· Nearly half (49%) of consumers say that content which mentions something good that’s happened helps them to remember it long-term
· Video is the best format, chosen by 37% of respondents as memorable, followed by written articles (28%), and face-to-face presentations (21%).
You can find the full report below.
By Jonathan Davies, editor, Digital Marketing Magazine
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