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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 [1] 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 [2] vehicle but it also cannot be understood simply using the traditional brand marketing [3] 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) [4] excellent column in ClickZ [5]. 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.”

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:

[1] purchase consideration process: http://www.clickz.com/experts/design/traffic/article.php/3393741

[2] direct marketing: http://www.clickz.com/experts/design/traffic/article.php/3318471

[3] brand marketing: http://www.clickz.com/experts/design/traffic/article.php/1429041

[4] iProspect): http://www.iprospect.com/

[5] excellent column in ClickZ: http://clickz.com/experts/search/results/article.php/3397511

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