The Role Memory Plays in Establishing an Online Presence

Obviously, the overall goal of establishing an online presence is setting yourself apart and above all of your competitors. As you can tell by the number of posts in this section of the forums, this is not necessarily an easy task. There are many different methods and ways to start the process of creating your online presence. However, one commonly overlooked aspect of this process is the role that people's memories play in how the connect to your web site's message. As addressed by Professor Daniel Schacter of Harvard University in his book The Seven Sins of Memory: How the Mind Forgets and Remembers, let's look at the seven characteristics of memory that your company should be aware of when it is trying to establish itself online through advertising and content:



Absent-mindedness
When people don't pay attention to something, there brain does not create any memories of that information. Due to the fact that people are presented with a huge volume of information on a daily basis (especially in the context of the internet), this event occurs quite frequently. Therefore, it is important that you make your core message very prominent and easy to absorb. Incorporating media such as audio, images or video into your web site can help you overcome this barrier.

Bias
Bias refers to the process where new experiences are filtered through past experiences and pre-existing belief systems. Although there is no way to deal with every single person's bias, a little creativity can help deal with a large percentage of bias. For example, one common technique used by advertisers is using nostalgic icons or images from the past to create a positive context for something new.

Blocking
Most of us experience blocking on a somewhat regular basis. You recognize someone and can talk about their different characteristics, but are unable to remember their name. To avoid this as a company, you should use context, emotion and the senses to connect with your audience.

Misattribution
This event occurs when information is remembered but attributed to an incorrect source. By establishing credibility and giving your web site a real personality, you can make sure that visitors remember that your web site is where they learned specific information from.

Persistence
When a situation is extremely intense on an emotional level (especially when negative), it will be remembered longer than a situation that is emotionally neutral. Your company can utilize this trait by showing your audience the negative consequences of not using your product or service. Additionally, you can also approach this attribute from a positive angle (like Disney does).

Suggestibility
Suggestibility occurs when information learned from an outside source is mistaken as a personal experience. By using techniques in your ads or content that trigger vivid mental images or touch on emotional soft spots, your company may be able to attach itself to an experience in your audience's memory bank.

Transience
Transience means that over time, memory degrades and turns more into general recollections instead of vivid, specific memories. Therefore, it is important that you always push your core message before discussing additional features and benefits. For example, Volvo has used many different campaigns over the years, their core message has always been that they make the safest cars on the road (which is what they are regarded as by the majority of consumers).