There’s actual science behind why multi-channel marketing is so effective.
Ever wondered why some things just stick in your brain better than others? Like, you’ll remember a song lyric you heard ages ago but not the password you set last week. Weird, right? Well, there’s this nifty idea in psychology called the Encoding Variability Hypothesis, and it might just explain what’s going on.
Let’s break it down in plain English.
What Is Encoding Variability Anyway?
Okay, so here’s the deal: when you learn something, your brain “encodes” that information. Think of it like saving a file on your computer. But how you encode it matters. If you always learn or experience something in the exact same way, your brain only has one “file path” to find it later. And if that file path gets blocked (hello, mental blank!), you’re stuck.
The Encoding Variability Hypothesis says that if you learn something in different ways or different contexts, you create multiple file paths in your brain. So even if one gets “lost,” you’ve got backups. It’s like having extra keys to the same door—super handy.
A Simple Example
Imagine you’re trying to remember someone’s name. If you only meet them at the office, you might forget their name when you see them at a party. But if you’ve bumped into them at work, a café, and the gym, your brain has a stronger web of connections to that name. Those varied experiences reinforce the memory.
Why Does This Work?
It comes down to how our brains are wired. Memories aren’t stored in one neat little box—they’re spread across networks. When you learn in different contexts, your brain links the same info to different cues. Later, when you need to remember it, you’ve got more cues to jog your memory. It’s like building a spider web instead of just a single thread.
How Can You Use This in Real Life?
So, how can you hack this idea to remember stuff better? Here are a few tips:
1. Change Your Study Location
Studying in the same spot every time might feel comfy, but it’s not helping your memory. Try switching it up—your room, the library, a coffee shop. Different environments mean different cues.
2. Use Different Formats
Learning a new topic? Don’t just read about it. Watch a video, listen to a podcast, or discuss it with someone. The more ways you encounter the info, the better it’ll stick.
3. Practice Retrieval in Different Contexts
If you’re preparing for an interview or presentation, practice recalling the information in different settings—quiet places, noisy spaces, morning, evening. Your brain will thank you.
Marketing Meets Psychology: Encoding Variability in Action
Marketers have been (knowingly or unknowingly) using Encoding Variability for years. It’s a genius way to make their messages stick with audiences. Here’s an example of how it works with one of our clients:
1. Multi-Channel Patient Campaigns
Imagine a healthcare provider trying to educate patients about the importance of looking after your stoma. They use multiple channels to deliver the same message:
- A flyer in their prescription delivery.
- A reminder email with tips about preventative care.
- A social media post with an infographic.
- A text message linking to an order form.
By sharing the same core idea across different formats, the provider reinforces the message, ensuring patients remember it when it’s time to order new product.
2. Varied Content for Patient Education
Healthcare organisations often aim to increase awareness about specific conditions or treatments. For example:
- A video demonstrating how to manage diabetes with diet and exercise.
- A blog post explaining the symptoms of diabetes and when to seek medical advice.
- A webinar hosted by a doctor answering FAQs.
- Posters in hospital waiting rooms encouraging patients to get tested for secondary symptoms.
Each format adds a new context for the message, increasing the likelihood that patients understand and act on it.
3. Reaching Healthcare Professionals
Healthcare professionals, like GPs or specialists, also benefit from Encoding Variability. For example:
- A pharmaceutical company might send an email summarising a new treatment.
- Follow it up with a webinar featuring expert-led discussions.
- Share case studies through a professional LinkedIn post.
- Distribute detailed mode of action videos and brochures.
By presenting the same information through multiple formats, healthcare professionals are more likely to retain key details about the treatment and consider its application. Read more about our Time is Pressure multi-channel marketing example – we created and designed the multi-award-winning #TimeisPressure integrated campaign that reached over 50,000 UK nurses via direct mail, face-to-face events, video tutorials and social media.
4. Consistent Messaging Across Channels
Campaigns often keep their messaging consistent but adapt it for different platforms. For instance, a flu vaccination campaign might include:
- Social media ads highlighting convenience (e.g., “Get your jab today at a location near you!”).
- An email to patients emphasising health benefits (e.g., “Protect yourself and loved ones this winter”).
- Posters in clinics with a direct call-to-action (e.g., “Ask at reception about your flu jab”).
By keeping the core message the same but adapting the tone and delivery, they ensure it resonates with a variety of audiences.
Why Does This Work So Well ?
- Reinforced Memory: We are exposed to the same important information in different ways, making it more likely to stick.
- Broader Reach: Different demographics engage with different channels, so varied approaches ensure no one is left out.
- Improved Engagement: Repeating messages across formats helps people feel informed and encouraged to take action.
The Takeaway
The Encoding Variability Hypothesis is all about mixing it up—and it’s not just useful for studying or learning. Brands and professionals use it every day to make their messages stick, by presenting the same idea in multiple ways and on multiple channels, they create a web of connections in their audience’s minds.
So, next time you’re crafting a campaign or trying to remember something important, remember this: variety isn’t just the spice of life—it’s the key to making things unforgettable.