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Planning Methodology

FutureNow Article
Wednesday, Jun. 21, 2006

How to Begin

June 21st, 2006

Applying Persuasion Architecture even in incremental stages will improve results

As marketers in today’s landscape, we must walk a different path. No longer will our product-centered, mass-market habits serve us well. The interconnectedness of emerging media means we must focus on the customer and create persuasive systems that have at their core an understanding of human motivations. Our unfolding experience economy makes this demand on all of us.Waiting for Your Cat to Bark? presents Persuasion Architecture as a set of big principles.…

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FutureNow Article
Monday, Jun. 12, 2006

Are You Still Waiting for Your Cat to Bark?

June 12th, 2006

Waiting for Your Cat to Bark? offers an integrated solution for businesses that want to succeed in today’s experience economy

When Pavlov trained his lab dogs to salivate on command of a ringing bell, he inadvertently set the stage for over a century’s worth of conditioning-based consumer messaging. In the early decades of the 20th century, characters such as J. B. Watson and Edward Bernays “proved” that when businesses rang the right bell the right number of times, they could conjure…

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FutureNow Article
Thursday, Jun. 1, 2006

Multi-Channel Marketing: At Least 11 Things You Can Learn from Waiting for Your Cat to Bark?

June 1st, 2006

Learn how to maintain your persuasive momentum and messaging across channels

You run a lavish, expensive ad on network television encouraging viewers to go to your website. Your site’s conversion goal is to direct potential customers to the nearest brick-and-mortar store, where they can purchase what you are selling. A customer follows this trail and enters the store. Will her experience there reinforce everything that has come before?You send a promotional coupon to loyal customers who have purchased from your retail…

...continue to read "Multi-Channel Marketing: At Least 11 Things You Can Learn from Waiting for Your Cat to Bark?"

FutureNow Article
Wednesday, Mar. 1, 2006

Complexograms: Thumbnail Sales Portraits of Your Personas

March 1st, 2006

Understanding the complexity of your sale helps you design better personas and scenarios

Around here, we rarely worry about whether a client’s business is B2B or B2C or any flavor in between. Because any “sale” takes place largely within the context of a customer’s buying decision process, we look instead at how customers view the complexity of the sale.This customer-centric perspective allows us to fine-tune the personas and scenarios that make up your persuasive system based on the various dimensions of…

...continue to read "Complexograms: Thumbnail Sales Portraits of Your Personas"

FutureNow Post
Friday, Nov. 11, 2005 at 3:31 pm

Clickstream Analysis: People Are Not Cows

November 11th, 2005

As a consultant, I often utter statements that, if overheard by an outsider, would lead him to question my competence and my sanity. There I was, someone who was supposed to be a marketing ROI (define) expert, deep in a discussion, crooning in my confident, Einsteinian manner: “People are not cows!”

On the surface, that’s stating the obvious. Yet to those studying path analysis or clickstream analysis these days, the statement has some not-so obvious implications.

Indeed, people aren’t cows. Possessing this truth…

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FutureNow Article
Saturday, Oct. 15, 2005

No Segment Left Behind

October 15th, 2005

Prioritize your market segments by treating them all equally

It’s a brave new world out there. We’re witnessing the birth of a media-rich environment filled with tons of alternative information resources for customers who are increasingly in control. And these customers are becoming more resistant to marketing’s “push.” Finding customers via targeted mass media vehicles these days isn’t enough. Marketers must be able to leverage all their market segments, maximize ad expenses and message with pin point relevancy.So, how many market…

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FutureNow Article
Saturday, Oct. 1, 2005

What Exactly is a Scenario?

October 1st, 2005

Toward a definition that meets the needs of marketing, analytics and customers

‘Scenario’ is making its way into more and more conversations these days. You’d like to wrap your mind around this concept, ’cause you have the sense it’s the essence of how you construct your online experience (and you’re right!). But depending on who you ask, you get a entirely different answer to the question, “What exactly is an online scenario?”So join me for another installment in my “What Exactly…

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FutureNow Article
Monday, Aug. 15, 2005

Use Personas to Increase Conversion rates

August 15th, 2005

Structuring your site to answer the questions your individual vistors ask dramatically increases your conversion rate

Dan Trump, Felicity Green, Vida Blue and Michael Matters are taking a business trip to Chicago and need to book a room for four nights, from September 25 through 28.

The task each of these four individuals is trying to accomplish is the same. But, hey, these are four individuals! Think they’re going to solve their problem the exact same way? Think they define “comfort” the…

...continue to read "Use Personas to Increase Conversion rates"

FutureNow Article
Wednesday, Dec. 1, 2004

When You Create Personas, Stay Clear of Stereotypes

December 1st, 2004

Don’t get caught in the “stereotype trap” when you create personas for your Web site’s persuasive architecture

You sell aromatherapy products. Are all your visitors nature-loving women who are vegetarians, do yoga, mediate, promote world peace and wear Birkenstocks?

You sell football packages for a satellite service. Are all your visitors blue collar, couch-potato-type, middle-aged guys who drink beer, eat potato chips, have medium to minimal IQ and brag about the size of their TVs?

Careful … you may be falling into the…

...continue to read "When You Create Personas, Stay Clear of Stereotypes"

FutureNow Article
Friday, Oct. 15, 2004

One of Yours?

October 15th, 2004

Think “personas” – grapple with the mindset and needs of your visitors to design a conversion process that satisfies everyone

A news clip just informed me: a phenomenal 80 percent of all purchasing decisions are made or influenced by women! I can’t actually verify that statistic for you (the talking head certainly sounded credible enough), but I can tell you that women - in one way, shape or form - are behind the majority of actions folks take on…

...continue to read "One of Yours?"

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