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What are the benefits and drawbacks of using repetition and frequency in your marketing messages?

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Repetition and frequency are two common strategies to increase the exposure and recall of your marketing messages. They can help you reinforce your brand identity, create awareness, and influence consumer behavior. However, they also have some drawbacks that you need to consider before using them. In this article, you will learn about the benefits and drawbacks of using repetition and frequency in your marketing messages, and how to balance them for optimal results.

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Tal Oren

Head of Growth & Learning @ Talk Shoppe | Oxford Comma Advocate | Trilinguis | Board Member

1 What is repetition and frequency?

Repetition and frequency are two related but distinct concepts in marketing communication. Repetition refers to the number of times a single message is repeated within a given period, such as a day, a week, or a month. Frequency refers to the number of times a message reaches the same audience within a given period, such as a campaign, a season, or a year. Both repetition and frequency aim to increase the exposure and memorability of a message, but they have different effects on consumer learning and memory.

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Brandon Triola

Co-Founder | Human-centered brand & marketer for tech | Author | Artist | Designer | Speaker | Co-founded Forrest.co | Co-host: The Humanity Sells Podcast
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The best example of this I can think of in the last decade has been MAGA. Love him or hate him, Donald Trump's marketing team deserves credit for getting him elected. They repeated the same phrase over and over, and placed it everywhere.

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2 Benefits of repetition and frequency

Repetition and frequency can be beneficial for your marketing messages, as it can help enhance brand recognition and recall, build associations and preferences, and influence consumer attitudes and behavior. Reaching your audience frequently with a consistent, relevant, appealing, persuasive, credible, and emotional message can help them remember your brand name, logo, slogan, and value proposition. It can also help them form positive associations and preferences for your brand and change their attitudes and behavior towards it.

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3 Drawbacks of repetition and frequency

Repetition and frequency can have some drawbacks for your marketing messages, such as causing wearout and irritation, reducing differentiation and effectiveness, or increasing costs and competition. If your message is repeated too often, your audience may lose interest or feel annoyed. Additionally, the perceived uniqueness and value of your message may decrease, making it less effective and persuasive. Moreover, repeating your message frequently can increase your marketing costs as you need to invest more resources to stand out in a crowded media landscape.

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Tal Oren

Head of Growth & Learning @ Talk Shoppe | Oxford Comma Advocate | Trilinguis | Board Member
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Can make a brand come across as one-note, lacking in originality, and stodgy. A one-trick pony that doesn't attempt to keep up with the times.

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4 How to balance repetition and frequency

In order to balance the benefits and drawbacks of repetition and frequency, it is important to consider various factors such as your marketing objectives and strategies, target audience and market, as well as message content and format. Depending on these elements, you may need to adjust your repetition and frequency levels in order to achieve desired outcomes, like awareness, recall, preference, or action. Additionally, you may need to adjust your repetition and frequency levels to match the preferences, behavior, and media consumption habits of your target audience. Furthermore, you may need to adjust your repetition and frequency levels to optimize the impact, appeal, and retention of your message content and format.

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5 Tips for using repetition and frequency

To use repetition and frequency effectively in your marketing messages, you can vary your message content and format to avoid wearout and irritation. Additionally, it's important to segment your audience and market by using different messages or media channels for different groups of consumers. Lastly, you should monitor your results and feedback by using metrics and tools to measure the exposure, recall, and response of your audience to your message, so that you can adjust accordingly and avoid increasing costs and competition.

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Tal Oren

Head of Growth & Learning @ Talk Shoppe | Oxford Comma Advocate | Trilinguis | Board Member
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Keep in mind WHERE you are repeating. Repetition online on social media, across platforms, can feel cohesive and intentional. Repetition on TV can be perceived to be more annoying.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the benefits and drawbacks of using repetition and frequency in your marketing messages?

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1 What is repetition and frequency?

2 Benefits of repetition and frequency

3 Drawbacks of repetition and frequency

4 How to balance repetition and frequency

5 Tips for using repetition and frequency

6 Here’s what else to consider

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