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Page 1: Persuasion Marketing

18 October 2007Richard Sedley, cScape Customer Engagement Director

Key words:

marketing, persuasion, motivation, web2.0

customer engagement, credibility, cscape, e-consultancy

The role of persuasion in online marketing

E-consultancyPersuasion Marketing Roundtable

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Elaboration Likelihood Model

• High elaboration (central route)Requires great deal of thought to make a

decision

• Low elaboration (peripheral route)Requires little thought, reliant on decisional

heuristics

How we make our decisions

Petty & Cacioppo, 1981

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The need for decisional heuristics

500 milliseconds to

determine credibility

4 seconds to

determine usefulness

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The goal of persuasion is to change someone’s attitudes or behaviour.

Make them comply with a request using an understanding of human psychology

What is persuasion?

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• Credibility

• Principles of motivation

• Persuasion Windows

• Persuasion as a dialogue

Four pillars of persuasion

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• Presumed

• Surface

• Reputed

• Earned

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

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The power of credibilityA B

Conversion rate = 2.69% Conversion rate = 3.03%

% change = 12.64%

Projected monthly gain = $30,582.30

Marketing E

xperiments Journal, F

eb 2007

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• Reciprocity

• Commitment and consistency

• Social proof

• Affinity (Liking)

• Authority

• Scarcity

Principles of motivation

Robert Cialdini, Influence: The Psychology of Persuasion, 1984

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Sign-up

Incentives and reciprocity

A B

Conversion rate = 35% Conversion rate = 28%

Report

Report

Sign-up

100% completion accuracy

60% completion accuracy

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• When you are in a good mood

• When your world view no longer makes sense

• When you can take action immediately

• When you feel indebted because of a favour

• Immediately after you have made a mistake

• Immediately after you have denied a request

Persuasion windows

Stanford University, Persuasive Technology Lab, 2003

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Classic

The ages of persuasion

Modern Post-ModernTreatise on Rhetoric

by Aristotle

The Hidden Persuaders

By Vance Packard

Influence: The Psychology

of Persuasion

by Robert Cialdini

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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

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Persuasion is about aligning our needs and desires with the needs and desires of our customers - for mutual benefit

• Creation of persuasion pathways

• Right touching through persuasion windows

• As part of engagement modeling

The value of persuasion

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• CALLS TO ACTION– Sign up of the quarterly cScape newsletter

http://tinyurl.com/2snewe – Keep in touch

[email protected]

• FURTHER READING:– Persuasive Technology: Using Computers to Change What We Think and Do

by BJ Fogg– Influence: The psychology of Persuasion

by Robert Cialdini – Perspectives on Persuasion, Social Influence and Compliance Gaining

by Seiter and Gass

• USEFUL WEBSITES:– Standford Persuasive Technology Lab

http://captology.stanford.edu/– PsychoTactics

http://www.psychotactics.com/ – Richard Sedley’s blog

www.loopstatic.com