Mars shares key findings from one of the largest, on-going neuroscience studies in the world. The problem is marketers may not like the results. Have we got your attention?
Digital ads are now the equivalent of a print or out-of-home ad. Why? Because extensive neuroscience studies, conducted by Mars, show that similar to these traditional methods, marketers now only have about two seconds to capture consumers’ attention in the digital realm.
Mars, the family-owned global company behind brands like M&M’s, Wrigley’s gum, Skittles, and the like, thrives on impulse buys for many of its products. What Sorin Patilinet, global consumer marketing insights director, Mars, Inc., and his team in the communications lab, are trying to solve for is how to first draw attention and then create an emotional connection. The two together are the magic formula for triggering impulse purchases.
“You don’t go to the store with gum on your shopping list,” says Patilinet. “We want to reach as many people as possible to build this memory structure, which will be triggered at the point of purchase, especially since half of our categories are mostly impulse buys like chocolate and gum.”