Now let's go to the example I like the most, when it comes to Digital Marketing , the influence of an image on the strategy makes all the difference.
In a company in England, you can get a coffee and leave a few coins to pay for it. On the wall in front of you, there is a table with suggested prices. For 10 weeks, above the price list, images of two open eyes or flowers alternated weekly.
In other words, in the weeks that there was an image with 2 furniture manufacturers in usa email list wide-open eyes, the amount paid for the coffee was, on average, 3 times higher than when the image was of flowers.
Can you imagine the power of the right image in an Instagram ad ? Especially when you can test and monitor the performance of your campaign in real time ?
On the other hand, there is another example that proves the importance of images, such as in the case of a Website or Landing Page . Using the heat mapping tool (which measures where people click), we can see, for example, that in a photo of a baby in a diaper, people tend to look where the baby is looking. In other words, the CTA (call to action button) to buy a pack of diapers, strategically positioned in the direction of the baby's gaze, converts better than if it were somewhere else.
Is practice absolute?
So does this mean that all it takes is one or two stimuli and everyone changes their mind? That's not the case either. Although the existence of the priming effect is undeniable, it is not completely effective and ends up influencing indecisive or more vulnerable people . However, changing a few percentage points can mean the success or failure of a digital marketing strategy.
Let’s take the example of the Cambridge Analytica scandal .
In short, the company used profile and social media activity data to understand who was most likely to be encouraged to vote in a certain way. Then, after identifying this small group, they focused on directing encouraging messages. Therefore, it only took a small percentage changing their vote or being encouraged to vote where it is not mandatory to change the result of an entire election.