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FutureNow Post
Monday, Aug. 23, 2004 at 11:15 am

When Binary Thinking Collides With Fuzzy Understanding

By Jeffrey Eisenberg
August 23rd, 2004

The present SEM market was formed when an obsession with “instant” results collided with marketers misunderstanding of the purchase consideration process to produce a form of binary thinking that severely limits marketers’ ability to persuade. Persuasion is not a binary (on or off) or linear process. Persuasion is an iterative process.

The Internet cannot be understood as a purely direct marketing vehicle but it also cannot be understood simply using the traditional brand marketing paradigm. On the Internet the entire persuasive experience needs to be architected; hence Persuasion Architecture.

This was inspired by Fredrick Marckini’s (CEO of iProspect) excellent column in ClickZ. titled:
Why Nonconverting Keywords Will Drive Search Ad Spend

“…Direct marketing mustn’t be the one-hit wonder of your MP3 playlist. Unfortunately, direct marketing is the only song search advertising is singing now.”

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  1. Very nice site. Will sure visit again.

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Jeffrey Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark. You can friend him on Facebook.

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