Hubspot, the well known marketing software platform, kicked off its annual conference, Inbound, last week with the largest showing to date. Nearly 15,000 sales and marketing professionals attended the 4 daylong conference, held at the Massachusetts Convention Center in Boston. Inbound brings bright minds together to discuss the pillars and best practices of inbound marketing, a concept that Hubspot has built its enterprise on, as well as explore the future of the business climate. With the tagline “Come Together. Get Inspired. Be Remarkable.” there is a very strong sense of community at Inbound; the conference provides a unique opportunity to meet and network with peers, and learn from other professionals in the field. It’s also a really good time!
This year’s conference boasted an impressive array of speakers; from comedians Aziz Ansari and Amy Schumer to the Vice Chair of the Clinton Foundation, Chelsea Clinton, as well as entrepreneurs Sophia Amoruso (Founder of Nasty Gal) and Jonah Peretti (Co-Founder and CEO of BuzzFeed), to name a few. This year’s conference was definitely one for the books, but, for those of you who couldn’t make it, 24 Seven’s team has provided some exciting takeaways.
There was much to learn over the 170+ educational lectures, with topics ranging from “The 30 Minute Marketing Plan” to “How to be a Disaster on Twitter” but the seminar that resonated the most with our team was, Dr. Carmen Simon’s address “Neuroscience of Memorable Content”. Dr. Simon is a cognitive scientist and co-founder of Rexi Media, a company focused on educating businesses about different ways to transform presentations. Dr. Simon began her talk by unnerving the roughly 500 marketers in the room stating that, “People forget up to 90% of the content we share with them.” Essentially, our customers only remember about 10% of what we put in front of them.
In the marketing space, this statistic presents a huge issue and the question arises, how can we create something that WILL be remembered?
First you need to decide what you want the customer to walk away with. Develop the answer to this and you have the goal of your marketing agenda. Simon explained that attention paves the way for memory, so, when we pay attention to something, we commit it to memory, and we then make a decision. We have to break through habituation, or the process of a diminished cognitive response to a frequently occurring stimulus, and get our audience’s attention. She pressed for attendees to remember that habituation kills marketing.
Modern audiences are overexposed to stimuli, with social media at every turn and numerous devices at our fingertips. How, then, can marketers make sure that audiences aren’t looking elsewhere? In order to ensure your brand is remembered, Dr. Simon stated, change the stimuli and add elements of surprise to keep things interesting. People forget things when there is too much similar content, so create some differentiation to ensure your story is the one that’s recalled. Simon noted that people are also more likely to remember something they have a personal connection to. Content that is interactive and evokes a reaction by involving the viewer will be more successful. Don’t overwhelm your audience, keep it simple.
Want more? Check out http://www.inbound.com/ for more information. Our team at 24 Seven hopes to see you there next year!