How Many Times Will the Same Person See Your Ad?

Advertising is all about getting the right message to the right people at the right time. But it’s important to keep in mind that the right time might actually be multiple times. By that I mean, it usually takes more than seeing one ad to impact a potential customer.

In fact, the classical marketing rule is that it takes 7. A prospect must be exposed to your messaging seven times before they take action and buy from you.

I was recently asked if this rule still applies in the digital marketing landscape. And while there is no exact science to help us answer the question, the general answer is yes. Maybe not seven exactly, but some number greater than three and less than ten.

Keep in mind that these can be seven different channels or contact points. For example, someone might see 1-2 ads, then come to your website and sign up for your email list, then see 2-3 emails and act. Or they might see 3 ads, follow you on Facebook, see 3 posts, then act. Any combination of engagements works toward that magic number.

That’s why you do everything that you do. Because it takes multiple interactions to convert someone from prospect to customer.