Persuasion Marketing


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The role of persuasion in online marketing

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  • Persuasion Marketing

    1. 1. <ul><li>18 October 2007 Richard Sedley, cScape Customer Engagement Director </li></ul><ul><li>Key words: </li></ul><ul><li>marketing, persuasion, motivation, web2.0 </li></ul><ul><li>customer engagement, credibility, cscape, e-consultancy </li></ul>The role of persuasion in online marketing E-consultancy Persuasion Marketing Roundtable
    2. 2. <ul><li>Elaboration Likelihood Model </li></ul><ul><ul><li>High elaboration (central route) </li></ul></ul><ul><ul><ul><li>Requires great deal of thought to make a decision </li></ul></ul></ul><ul><ul><li>Low elaboration (peripheral route) </li></ul></ul><ul><ul><ul><li>Requires little thought, reliant on decisional heuristics </li></ul></ul></ul>How we make our decisions Petty & Cacioppo, 1981
    3. 3. The need for decisional heuristics 500 milliseconds to determine credibility 4 seconds to determine usefulness
    4. 4. <ul><li>The goal of persuasion is to change someone’s attitudes or behaviour. </li></ul><ul><li>Make them comply with a request using an understanding of human psychology </li></ul>What is persuasion?
    5. 5. <ul><li>Credibility </li></ul><ul><li>Principles of motivation </li></ul><ul><li>Persuasion Windows </li></ul><ul><li>Persuasion as a dialogue </li></ul>Four pillars of persuasion
    6. 6. <ul><li>Presumed </li></ul><ul><li>Surface </li></ul><ul><li>Reputed </li></ul><ul><li>Earned </li></ul>Four types of credibility Stanford University, Persuasive Technology Lab, 2003 General assumptions in the mind of the perceiver Simple inspection or initial first hand experience Third party endorsements, reports or referrals First hand experience that extends over time
    7. 7. The power of credibility A B Conversion rate = 2.69% Conversion rate = 3.03% % change = 12.64% Projected monthly gain = $30,582.30 Marketing Experiments Journal, Feb 2007
    8. 8. <ul><li>Reciprocity </li></ul><ul><li>Commitment and consistency </li></ul><ul><li>Social proof </li></ul><ul><li>Affinity (Liking) </li></ul><ul><li>Authority </li></ul><ul><li>Scarcity </li></ul>Principles of motivation Robert Cialdini, Influence: The Psychology of Persuasion, 1984
    9. 11. Sign-up Incentives and reciprocity A B Report Report Sign-up Conversion rate = 35% Conversion rate = 28% 100% completion accuracy 60% completion accuracy
    10. 12. <ul><li>When you are in a good mood </li></ul><ul><li>When your world view no longer makes sense </li></ul><ul><li>When you can take action immediately </li></ul><ul><li>When you feel indebted because of a favour </li></ul><ul><li>Immediately after you have made a mistake </li></ul><ul><li>Immediately after you have denied a request </li></ul>Persuasion windows Stanford University, Persuasive Technology Lab, 2003
    11. 15. Classic The ages of persuasion Modern Post-Modern Treatise on Rhetoric by Aristotle The Hidden Persuaders By Vance Packard Influence: The Psychology of Persuasion by Robert Cialdini
    12. 16. To influence a person to change their attitude or behaviour The process of persuasion changes the persuader Web2.0: Persuasion as a dialogue Richard Sedley: cScape Customer Engagement Unit Trends Report, 2007
    13. 17. <ul><li>Persuasion is about aligning our needs and desires with the needs and desires of our customers - for mutual benefit </li></ul><ul><li>Creation of persuasion pathways </li></ul><ul><li>Right touching through persuasion windows </li></ul><ul><li>As part of engagement modeling </li></ul>The value of persuasion
    14. 18. <ul><li>CALLS TO ACTION </li></ul><ul><ul><li>Sign up of the quarterly cScape newsletter http: //tinyurl .com/2snewe </li></ul></ul><ul><ul><li>Keep in touch r. [email_address] .com </li></ul></ul><ul><li>FURTHER READING: </li></ul><ul><ul><li>Persuasive Technology: Using Computers to Change What We Think and Do by BJ Fogg </li></ul></ul><ul><ul><li>Influence: The psychology of Persuasion by Robert Cialdini </li></ul></ul><ul><ul><li>Perspectives on Persuasion, Social Influence and Compliance Gaining by Seiter and Gass </li></ul></ul><ul><li>USEFUL WEBSITES: </li></ul><ul><ul><li>Standford Persuasive Technology Lab http: //captology . stanford . edu/ </li></ul></ul><ul><ul><li>PsychoTactics http://www. psychotactics .com/ </li></ul></ul><ul><ul><li>Richard Sedley’s blog www. loopstatic .com </li></ul></ul>