persuading customers when they ignore marketing
View a video clip from the Eisenbergs
Do your customers behave more like cats than Pavlov’s dog? Advertising isn’t ringing their bell like it used to, they look for user reviews instead of copy and they are only responding when they perceive a high degree of relevance. Let’s face it: traditional mass marketing models just aren’t working as well as they used to. Now marketers must redefine how they communicate with today’s media-savvy socially linked customers across multiple channels, especially with the Internet as the new marketing hub.
The Internet is unique in that every visitor to a website is there as a volunteer. If they refuse to participate by clicking on a hyperlink, the communication ceases. The essence of the Internet experience is how visitors click through from one hyperlink to the next. How they feel about that experience is determined by whether or not each of those clicks fulfills the visitor’s expectations and needs. Their satisfaction with each click increases their confidence that they will get what they came for. Websites offer so many products and services serving multiple audiences with diverse needs. The dilemma is how to build a persuasive experience so each and every visitor can fulfill his or her individual needs on the same website. Persuasion Architecture is the answer to this dilemma, and with it, you will meet the needs of your visitors.
Good marketers know that customer-centered marketing is mandatory. However, we are not the customer. What the customer perceives as relevant is the thing successful marketers must anticipate, plan and deliver on. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing offers Persuasion Architecture, a proven Persona-based methodology. Persuasion Architecture enables marketers to anticipate different angles from which customers frame their questions and then coordinate messaging across multiple channels so that marketers can create predictive models of customer behavior. Don’t miss out on this presentation where you will learn about this new six-sigma marketing approach that if followed will skyrocket the effectiveness of your marketing.
Sponsored by
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View a video clip from the EisenbergsDo your customers behave more like cats than Pavlov’s dog? Advertising isn’t ringing their bell like it used to, they look for user reviews instead of copy and they are only responding when they perceive a high degree of relevance. Let’s face it: traditional mass marketing models just aren’t working as well as they used to. Now marketers must redefine how they communicate with today’s media-savvy socially linked customers across multiple channels, especially with the Internet as the new marketing hub.
The Internet is unique in that every visitor to a website is there as a volunteer. If they refuse to participate by clicking on a hyperlink, the communication ceases. The essence of the Internet experience is how visitors click through from one hyperlink to the next. How they feel about that experience is determined by whether or not each of those clicks fulfills the visitor’s expectations and needs. Their satisfaction with each click increases their confidence that they will get what they came for. Websites offer so many products and services serving multiple audiences with diverse needs. The dilemma is how to build a persuasive experience so each and every visitor can fulfill his or her individual needs on the same website. Persuasion Architecture is the answer to this dilemma, and with it, you will meet the needs of your visitors.
Good marketers know that customer-centered marketing is mandatory. However, we are not the customer. What the customer perceives as relevant is the thing successful marketers must anticipate, plan and deliver on. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing offers Persuasion Architecture, a proven Persona-based methodology. Persuasion Architecture enables marketers to anticipate different angles from which customers frame their questions and then coordinate messaging across multiple channels so that marketers can create predictive models of customer behavior. Don’t miss out on this presentation where you will learn about this new six-sigma marketing approach that if followed will skyrocket the effectiveness of your marketing.
Sponsored by
[back to speakers]
bryan.eisenbergBryan is recognized worldwide as a leading expert on online marketing and marketing analytics. One of the co-founders and CPO (Chief Persuasion Officer) of Future Now, Inc., Bryan has been helping companies realize that to maximize results it is essential to incorporate expert persuasion techniques and a deep understanding of customer behavior into all marketing efforts. Bryan also is an inventor of Persuasion Architecture™ for which a patent is pending. Persuasion Architecture is a process for persuading customers when they ignore marketing. He is the publisher of Future Now's award-winning newsletter GrokDotCom, is the author of ClickZ's column "ROI Marketing", and has been a featured speaker at Ad:tech, DMDAYS, Search Engine Strategies, Shop.org, Internet World, Net.Marketing, DMA Annual, eMetrics Summit, Electronic Retail Association, & ClickZ Email Strategies and also teaches at Roy H William's Wizard Academy.
jeffrey.eisenbergJeffrey is the co-founder & CEO of Future Now, Inc., a New York City marketing firm specializing in Persuasion Architecture™; the practice includes design and optimization of persuasive systems to increase client conversion rates online. Jeffrey is also CEO of Persuasion Architecture Inc., a licensing and training company. Future Now has worked with such companies such as: NBC Universal Orlando, GE, PriceWaterhouseCoopers, AeroTek/ Allegis Group, Dell, Volvo, Computer Associates, Overstock.com, LowerMyBills, Agora Publishing, CafePress.com, SAS and many others.
Jeffrey has been featured by The Wall Street Journal and the The New York Times and been credited in Business 2.0, CXO Europe, Advertising Age,, Forrester Research, Jupiter Research, Miami Herald, Publish, Internet Advertising Report (IAR), Chicago Business Tribune, Inc Magazine, Entrepreneur, Target Marketing, DM News, Microsoft's bCentral, MarketingSherpa, the Toronto Star, Smart Money & Internet Retailer for his thought leadership in the critical area of internet marketing and improving online conversion rates.
"These guys really ‘get it.’ In a world of know-it-all marketing hipsters, these guys realize that it takes work to persuade people who aren’t listening." George Silverman, Author, The Secrets of Word of Mouth Marketing
"We often hear that the current marketing model is broken—meaning the changes in customers, media, distribution and even the ‘flatness of the world’ make current practices no longer relevant. Finally, someone has offered direction for how to market in this new era where the customer is in control."
David J. Reibstein, William Stewart Woodside Professor, Wharton Business School
