Four States Small Business Blog

The Theatre of the Mind, and Other Reasons Why Audio is Powerful

Posted by Lauren Speer on February 24, 2017 at 8:30 AM

It’s easy to underestimate the power of audio in the way we feel, think, and even make decisions. Understanding this impact in radio can be traced back to the mid-1950s when the burgeoning television industry first posed a serious challenge. While it was uttered with regard to radio dramas, the phrase that best sums up this power is “Theater of the Mind.” Essentially, the reason why audio is powerful is because of all the mental images, associations, and emotions that it can evoke, especially through radio.

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Topics: Radio Advertising, Consumer Behavior

How the Desire for Instant Gratification is Hurting Your Advertising Results

Posted by Mandy Freeman on December 30, 2016 at 8:30 AM

It’s not hard to recognize that we live in an instant gratification world. From fast food to movies on demand, we’ve become accustomed to rapid response. Kissmetrics, an internet data company, reports that 47% of consumers expect a website to load in under 2 seconds and 40% will abandon a website if it takes longer than 3 seconds to load. For some consumers, two-day shipping for online orders is too long; they desire click-and-collect services that allow them to order online and pick up their items the same day.

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Topics: Marketing Strategy, Marketing ROI, Consumer Behavior

Do You REALLY Know Your Customer's Journey: How to Map it and Why It Matters

Posted by Mark Zimmer on November 29, 2016 at 8:30 AM

As the market space becomes increasingly mobile-focused and reliant on multi-screen marketing, it becomes more and more important to know your customer's journey and the touchpoints your brand needs to capture in order to influence it. Customer Journey mapping is the key to truly understanding it in a visual way; it allows you to see the story behind the process from initial contact to consideration and purchase from the customer's perspective. This blog post will inform you on how to map your customer's journey along with insights for the customer journey mapping process.

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Topics: Marketing Strategy, Consumer Behavior