In the B2B SaaS industry, a great example of reciprocity would be offering a free trial of your software or a free tool. WordStream , of course, offers its free Google Ads Performance Grader tool , which does over 40 hours of audit work for you in a few minutes. Again, if it comes down to choosing between one agency and another, the buyer may be more inclined to reciprocate your free and valuable offers with their business.
Mere exposure effect
Social psychologist Robert Zajonc gambling data usa conducted several experiments in the 1960s and found that “mere repeated exposure of a person to a stimulus is sufficient to increase his or her attitude toward it.” In other words, familiarity leads to preference, even at a subconscious level.
marketing psychology - the mere exposure effect
Display advertising is often dismissed as an ineffective form of advertising because its click-through rate is so low, but that’s not the case. Display advertising gives your business exposure. Just plain exposure! The more exposure your business has, the more your audience will know about it, and the more they know about it, the more they will trust, engage with it, and choose it over the competition. Combine that with loyalty and consistency, and you’ll have loyal customers. That’s why brand awareness is so important. In fact, display advertising can improve the click-through and conversion rates of all your other ads and campaigns. Hence the view-through conversion metric .