Marketing in the digital realm has become incredible congested and chaotic in recent times with nearly every large company fighting for consumers attention. We have come to a point where consumers are bombarded by ads from multiple different social media avenues. However, in order to have some success in the digital realm you need 2 main features: 1. A message and 2. Frequency.
In terms of frequency there is an old rule known as “The Marketing Rule of 7” (Kruise Control Inc, 2018) which states that a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy a product or service. This was discovered back in the 1930s in the movie industry by studio bosses who realised that a certain amount of advertising and promotion was required to compel someone to see one of their movies. Although 7 may have been appropriate in the 30s it just won’t cut it through the clutter in people’s Newsfeeds in the current digital age. Ultimately unlike in the past where it was 7 touches over a period of time nowadays business’s must create 7 touches every day across numerous channels in order to break through the chaos.
Even if you can get the 7 touches a day without a message its pointless because what’s said in your messages matter. Not all ‘touches’ are created equal (Kobie, 2017). Will the message be meaningful… or would it turn out to be a spammy sales pitch? Without a message your ads turn into spam and without reaching the optimized frequency your ad is a needle in a haystack.
What are your thoughts on the topic? Let me know what you thought of this week’s more informative blog?
Kobie. (2017, September 7). Contact Frequency: How Much is to Much? Retrieved from Kobie: https://www.kobie.com/2017/09/07/contact-frequency-much-much/
Kruise Control Inc. (2018, March 29). Rule of 7: How Social Media Crushes Old School Marketing. Retrieved from Kruise Control Inc: https://www.krusecontrolinc.com/rule-of-7-how-social-media-crushes-old-school-marketing/
A blog on digital marketing 
7 is an interesting number – I guess it does depend on what channels you’re seeing it on! For example, if I saw the same movie trailer 7 times I would probably get bored. But if I saw it a couple times and then saw poster ads for it somewhere else, I would be more inclined to go! Thanks for a great read 🙂
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An interesting hypothesis – I’m not sure I would be inclined to buy something if I was seeing it seven times a day. I feel like that is too much for me haha
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Great post, I’ll definitely take some of these tips on board!
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