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Persuasion Marketing

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Richard Sedley
Richard Sedley

The role of persuasion in online marketing

BusinessTechnology
1 of 18
[object Object],[object Object],[object Object],[object Object],The role of persuasion in online marketing E-consultancy Persuasion Marketing Roundtable
[object Object],[object Object],[object Object],[object Object],[object Object],How we make our decisions Petty & Cacioppo, 1981
The need for decisional heuristics 500 milliseconds to determine credibility 4 seconds to determine usefulness
[object Object],[object Object],What is persuasion?
[object Object],[object Object],[object Object],[object Object],Four pillars of persuasion
[object Object],[object Object],[object Object],[object Object],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
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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Principles of motivation Robert Cialdini, Influence: The Psychology of Persuasion, 1984
 
 
Sign-up Incentives and reciprocity A B Report Report Sign-up Conversion rate = 35% Conversion rate = 28% 100% completion accuracy 60% completion accuracy
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Persuasion windows Stanford University, Persuasive Technology Lab, 2003
 
 
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
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
[object Object],[object Object],[object Object],[object Object],The value of persuasion
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Persuasion Marketing

  • 1.
  • 2.
  • 3. The need for decisional heuristics 500 milliseconds to determine credibility 4 seconds to determine usefulness
  • 4.
  • 5.
  • 6.
  • 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.
  • 9.  
  • 10.  
  • 11. Sign-up Incentives and reciprocity A B Report Report Sign-up Conversion rate = 35% Conversion rate = 28% 100% completion accuracy 60% completion accuracy
  • 12.
  • 13.  
  • 14.  
  • 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
  • 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
  • 17.
  • 18.