GNZY
A new gen digital marketing agency aimed to help businesses stand out to gen z and millennial audiences.
Named after Russian psychologist, Bluma Zeigarnik, The Zeigarnik Effect (pronounced “zi-gar-nick") is a psychological phenomenon that suggests people remember uncompleted or interrupted tasks better than completed tasks. This effect occurs because unfinished tasks create a state of tension or cognitive dissonance, leading to increased mental rehearsal and better memory retention.
As I’m writing this, I’m sat at my desk with a half full mug of coffee (half full because we like to stay positive 😉) I have a to-do list beside me with many unfinished tasks. It’s plaguing my mind constantly this morning, more so than thinking about anything I’ve achieved yesterday.
We all come across this phenomenon every day. For instance, have you ever started a series only to be left on a cliffhanger by the end of the first episode? And for that to either prompt you to watch the next episode or that you can’t stop thinking about the next episode until you get the chance to watch it? Personally, I’m a binge watcher. Leave me with a cliffhanger ending and I’m completely hooked.
How about a more negative example. For instance, an unresolved argument with a friend or partner. We find ourselves thinking about it non-stop afterwards or wanting to revisit the conversation to resolve the issue.
Ok, here’s my last example, I promise (the list really can go on). How about pending decisions? I’m sure many of you currently have one or more decisions yet to be made. And how much time or how often does this decision play in your mind?
Maybe by now you understand how much this effect impacts our own thinking and behaviour. And as a marketer, I see it as the perfect opportunity to leverage within marketing activities to better engage and entice the audience.
Of course! Now’s the time to turn to the famous coffee brand, Starbucks.
Starbucks have hit the nail right on the head with leveraging this effect through their loyalty programme. Their programme consists of customers collecting points per spend and once the customer reaches a certain number of points, they are rewarded with a free coffee. Now I don’t know about you, but I always check my Starbucks app when I’m in the store to see how long until my next free coffee.
There are plenty of other companies that have used this effect in their marketing. Companies such as Apple, IKEA, Netflix, LinkedIn - the list really does go on.
1. Use of Cliffhangers: Just like in storytelling, marketers can create suspense or curiosity by presenting incomplete narratives or teasers. For example, teaser campaigns for upcoming product launches or events can pique curiosity and keep audiences engaged as they wait.
2. Limited-Time Offers and Deadlines: Setting deadlines or creating a sense of urgency can leverage the Zeigarnik Effect by making consumers feel compelled to act before the opportunity expires. Limited-time promotions, flash sales, or countdown timers on e-commerce websites create a sense of unfinished business that motivates consumers to make a purchase.
3. Unanswered Questions and Open Loops: Leaving questions unanswered or introducing unresolved issues in marketing content can trigger the Zeigarnik Effect, prompting consumers to seek closure. For instance, content marketing campaigns that pose intriguing questions or present unresolved problems can encourage audiences to stay engaged and seek solutions.
4. Interactive and Gamified Experiences: Incorporating interactive elements or gamification techniques into marketing campaigns can create a sense of challenge or progression, motivating consumers to continue engaging with the brand. For example, progress bars, achievement badges, or completion meters in loyalty programs or mobile apps can stimulate this effect by encouraging users to strive for completion.
5. Email Marketing: In email marketing campaigns, marketers can use subject lines and preview text to create curiosity and leave questions unanswered. By teasing content or offers without revealing all the details in the email, marketers can encourage recipients to open the email and engage further to find the answers.
6. Contests and Challenges: Hosting contests or challenges where participants must complete tasks or solve puzzles can leverage this effect by creating a sense of unfinished business. Participants are motivated to stay engaged until they achieve the desired outcome, such as winning a prize or completing the challenge.
In conclusion, using this phenomenon can help marketers engage and captivate audiences whilst encouraging them to take action. Just as Starbucks entices more purchases from customers, you too can harness the Zeigarnik Effect in your marketing efforts.
Now, what will you be doing differently in your marketing?
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