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When Binary Thinking Collides With Fuzzy Understanding
Posted By Jeffrey Eisenberg On August 23, 2004 @ 11:15 am In Online Persuasion | 1 Comment
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.
“…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.”
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2004/08/23/when-binary-thinking-collides-with-fuzzy-understanding/
URLs in this post:
 purchase consideration process: http://www.clickz.com/experts/design/traffic/article.php/3393741
 direct marketing: http://www.clickz.com/experts/design/traffic/article.php/3318471
 brand marketing: http://www.clickz.com/experts/design/traffic/article.php/1429041
 iProspect): http://www.iprospect.com/
 excellent column in ClickZ: http://clickz.com/experts/search/results/article.php/3397511
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