When less can mean more in your marketing message

For your marketing message to leave a lasting impression it needs to be seen. There can be no impact if your message gets lost in the competing noise. Therefore, to capture consumer attention you need to think differently. We often want to overload our content with more than we need. To improve your chances of your ad being seen and remembered, it needs to be easy to process. That means within just a few seconds, your message should be distinct and concise enough to be deemed memorable. One-way marketers have done this is by minimizing distractions so that the message is easier for consumers to notice, perceive, and recall.

With access to more content, earning the selective attention our consumers has become even more of a challenge. This is especially true for millennials who “seem most drawn to the idea and aesthetics of minimalism”. These days we are constantly exposed to marketing content and even more so on digital platforms. We are consumed by our phones and computers, which has forced marketers to change their approach to reaching their customers. 

To be effective with this approach, you need to be very strategic and ensure that your message is aligned with your brand voice and purpose. The last thing you want is to be remembered for the wrong reasons. Minimizing distractions can apply in several ways. As a marketer, you have free reign to be creative in terms of what this looks like for your campaign. Whether you decide to use a non-traditional form of outdoor advertising promoting your brand in a location that doesn’t have much competition or you selectively choose an event or timeframe where you’re more likely to stand out, the end goal remains the same. You are trying to gain the most exposure with the least amount of distractions.

Alternatively, you could also consider a minimalist approach to your actual content whether that’s print, non-traditional, or digital. This may include using a prominent stimulus with a simple background to guide the attention of your audience to your intended visual. The same logic can be applied to your text by not using words at all or keeping your wording concise yet impactful. This is a unique way to pique consumer interest and get them thinking deeper about your content, which is exactly what you want. The more time you can get them to ponder about the meaning of your ad, the more engaged they’ll be, and the more likely they are to remember your brand message long-term.

Overall, there is no rule-of-thumb when it comes to the best way to gain customer attention. This is where you’ll need to get creative and use your consumer data to understand how to target your specific audience with the right message, at the right time, in the right place. If you often find yourself struggling to gain adequate impressions of your marketing campaigns, consider changing your approach. Try to find ways to minimize distractions and let your quality content be the star. This will not only assist with increasing exposure but if done effectively, can increase customer involvement, comprehension, and retention, which is great for improving your brand awareness and consequently your profits.