Selective retention in marketing refers to how customers remember brand messaging based on their previously established needs, beliefs, interests and values. Studies show that consumers prefer to interact with brands that align with their needs, beliefs, interests and values. According to a study from Environics Research and Amazon Ads, 79% of consumers agree with the statement: “I am more likely to purchase products or services from brands whose values align with my own.”
In a recent advertising campaign, for example, a water brand developed custom landing pages with messaging intended to connect with different consumers based on their needs, beliefs, interests and values. By reaching consumers with relevant messaging, this water brand saw a +45% increase in ad recall vs. category benchmarks. This case study illustrates why selective retention can be important for marketers and advertisers to consider in order to help make their messaging more memorable.