8 Brain-Branding Website Techniques
Masterfully written by: J. Bader
According to eMarketer August 2008 video ad spending will increase a thousand percent over the next five years. This means Web video is on the way to becoming the must-have Web presentation tool. Some may see video as merely the next trendy marketing tactic that you should have because everyone else has it, but that would be a misreading of the trend. Discounting the importance of video presentation as just a fad misses the underlying human motivational impact of engaging an audience's neural network, a far more important network than the social media network that seems to occupy Web-marketers time, and consume large portions of marketing budgets.
The real reason Web video will dominate website presentations over the coming years is that it is the most effective presentation technique that engages the brain and embeds information as memory; it is the most complete Web presentation method available for establishing positioning: the brand ownership of an audience's consciousness.
Over the years we have come across numerous psychological and cognitive concepts that support the significance of using multi-sensory inputs as a way to engage interest, embed information, and enhance memory retention - the true measure of an effective, meaningful marketing campaign.
Harry McGurk and John MacDonald first described the McGurk Effect in their paper published in "Nature", entitled 'Hearing lips and seeing voices.'