How can your brand take up that coveted space in long-term memory? Long-term memory can be further broken up into concepts and facts (semantic memory), basic skills (procedural memory), and personal and emotional memories (episodic memory).īased on this knowledge, marketers should be targeting long-term memory in consumers to inspire memories of your brand the next time they need a product or service in your category. Long-term memory is where we store facts, ideas, and stories. In contrast, long-term memory is unlimited.You hold onto information for as long as it is helpful to the task you are performing. Short-term memory lasts a few minutes.Immediate, or sensory, memory lasts only milliseconds, and we often aren’t aware of it.There are three major categories of memory: This preference probably isn’t based on facts about that soda and why it is better than other brands - it comes from your experiences and your memories! Clearly, memories influence what brand comes to mind when we consider a particular product. In fact, research suggests that in today’s digital world, the average attention span is only 8 seconds! In the race for attention, marketers have increasingly focused on the importance of memory.Ĭonsider for a moment the product category “soda.” Do memories of drinking a cool soda on a hot day come to mind? Do you think about the soda your family drank growing up? More likely than not, you’re thinking of a specific soda you prefer. In today’s marketplace, grabbing the attention of potential customers is more important than ever.
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