The Rule of 7: Why Retargeting & Remarketing is the Key to Brand Trust
In the modern digital landscape, the biggest mistake a business can make is assuming that a single interaction is enough to win a customer. Marketing psychology has long pointed to a concept known as “The Rule of 7.” This principle suggests that a prospect needs to hear or see a brand’s message at least seven times before they develop enough trust to take a specific action. In an era of infinite scrolls and split-second attention spans, Retargeting & Remarketing is the only way to ensure those seven touchpoints actually happen.
The Science of Subconscious Trust
Why seven times? It isn’t a random number. It represents the journey from being a complete stranger to a recognized authority. When a consumer first encounters your brand through a search ad or a social post, they are skeptical. They don’t know your history, your quality, or your reliability. However, through a strategic Retargeting & Remarketing campaign, you begin to appear in their ecosystem consistently.
Each time they see your brand—whether it’s a helpful tip on their Facebook feed, a testimonial on a news site, or a product reminder on YouTube—their brain registers a “familiarity signal.” Over time, this familiarity breeds trust. At Emulous Media, we use Retargeting & Remarketing to artificially create “brand fame.” We make your business appear omnipresent, giving even the smallest local company the digital footprint of a global leader.
Moving Beyond the “One-Hit Wonder”
If you are only running standard search ads, you are likely hitting your prospects once, maybe twice. If they don’t buy immediately, that lead is effectively lost. This “one-and-done” approach is a waste of marketing budget because it ignores the reality of the consumer decision journey. By implementing Retargeting & Remarketing, you ensure that your initial investment in driving traffic continues to pay dividends.
We don’t just “follow” people; we nurture them. Our Retargeting & Remarketing strategies are designed to provide different value at different stages of the Rule of 7.
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Touchpoints 1-3: Focus on brand awareness and identifying the problem.
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Touchpoints 4-5: Highlight social proof, reviews, and case studies to build credibility.
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Touchpoints 6-7: Deliver a direct call to action or a special incentive to finalize the sale.
The Importance of Frequency Caps
A common fear among business owners is that they will “annoy” their customers by being everywhere. This is where professional Retargeting & Remarketing management becomes vital. At Emulous Media, we utilize “Frequency Caps.” This technical setting allows us to control exactly how many times an individual sees your ads in a given day or week.
We walk the fine line between “staying relevant” and “becoming spam.” The goal is to be a consistent, helpful presence in their digital life—appearing at the exact moment they are ready to pull out their wallet, rather than bombarding them until they develop “ad blindness.”
Building Authority in a Crowded Market
In 2026, consumers have more choices than ever. They don’t buy from the first company they see; they buy from the company they remember. Retargeting & Remarketing is the engine that drives that remembrance. When a prospect sees your brand across multiple platforms—Facebook, Instagram, LinkedIn, and the Google Display Network—you gain a level of perceived authority that your competitors simply cannot match.
At Emulous Media, we take pride in helping our clients dominate their niche through psychological precision. We don’t just want you to get clicks; we want you to build a brand that people trust implicitly. By leveraging the Rule of 7 through a sophisticated Retargeting & Remarketing funnel, we turn cold prospects into warm leads and, eventually, into loyal, lifelong customers.
Stop hoping people remember you. Make it impossible for them to forget you.