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Ziad Skaff
Managing Director, MENA
Hall & Partners

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I had a title in mind… but I forgot it! Apparently, I'm not the only one with a short-term memory.

Or an ‘optimised memory’, I should call it: the latest model of the human brain that’s capable of breathing through the dust of information we’re bombarded with in our everyday lives.

Given the amount of data and visuals our brains filter through daily, it’s no surprise we can only remember a handful of things in our ‘working storage’. Early research has indicated that we only recall approximately five pieces of information at any given time. The more we get bogged down with new pieces, the less we’re even aware that our memory capacity is reaching the ‘full’ mark.

The more our lives evolve and our tasks multiply, the more we become masters of ignoring.

Several studies proved that it was easy to understand why the more our lives evolve and our tasks multiply, the more we become masters of ignoring. Our smart sensory systems have developed to a level at which we’re able to quickly filter through the world of commercials and branding, retaining only the handful of content that we deem important and relevant to us.

The overall result is a shrinking window for brands to influence their consumers and hope for conversion, which is pushing marketers to put into question several existing notions. Does it make sense to use the same message across social, digital, TV, outdoor, and print?

Marketers now have the opportunity to actually walk in their consumers’ shoes. The latest technology and measurement techniques allow them to understand (listen to) customers’ needs as they arise, and look through customers’ eyes as they shop and see their ads. This opens wide the shopping window again, and helps provide compelling engagement points along the way.

In an age where memory is a rare commodity, brand owners will need to deploy more precise targeting in order to drive conversions.

I wonder how much of what I’ve written here will feature in your ‘optimised memory’…