What’s the frequency, Kenneth?

Back in the day when everyone read physical newspapers, print ads were big business. One of the favourite sayings of creative teams in those days was “today’s press ad is tomorrow’s fish and chips wrapper”. 

It wasn’t to denigrate the quality of the creative work, but rather to acknowledge that attention is a fleeting thing. Traditional media therefore valued frequency as much as reach. To be successful, ads needed to reach their target audience or persona multiple times to start to get the message across. 

The idea behind frequency is that the impact of the message builds over time, reinforcing what you want to communicate to move the attention needle for your business in the mind of your prospect.

But it’s more than that. Frequency also ensures that prospects see your messages at different times during their consideration or purchase cycle. And that one time they saw your content and were ready to talk to you isn’t dumb luck, it’s part of your carefully considered plan. 

Create frequency in your owned media channels

Marketing in the digital age is a lot more complicated of course. There are so many more media channels to consume, and attention is more fleeting than ever. 

New content gets pushed to the top of social feeds and yesterday’s brilliant piece of content becomes tomorrow’s digital tumbleweed. 

To stay top of mind, random acts of marketing such as infrequent or irregular social posts and articles won’t cut it. You need to be in market all the time, building upon your previous efforts and messages, so you’re ready for your prospect to be ready.

While it’s expensive to get good reach and frequency via advertising in any media, it is far more accessible and achievable using your owned media channels including socials and your website. 

A frequently asked question

Many marketers ask, “How do you feed the demanding content beast to stay top of mind?”. The answer is simple, but it requires commitment and resources to produce and publish content with the ‘always on’ frequency you need to get the job done. 

To establish frequency of messaging in market to meet your customer acquisition goals, talk to us - we're doing it to great success every single day.