Excerpt from the new Amazon almost best-seller
“The world is ruled and the destiny of civilization is established by the human emotions.” – Napoleon Hill
The types of persuasion you see on the web have been honed for decades offline. Formats include:
● Direct mail
● Bus wraps
● Product placement
● Program sponsorship
● Public service announcements (PSAs)
● Church donation pitches
● Sky writing
● Grocery aisle ads
● Grocery floor ads
● T-shirts and clothing logos
● Equipment logos (skis, surfboards, boats, etc.)
● TV ads
● Telephone marketing
The advertising receiving interface has always been the same – the human mind, body and spirit. The only thing that’s really changed is the ad distribution interface. The web and our smart phones now deliver similar advertising. The effect is additive. You still see the other advertising. You just get more of it via your phones, smart watches, Kindles, tablets, laptops and desktops.
The big difference between the old and the new is that Internet ads can be measured for exposure and performance by tracking cookies, pixel tracking and various other digital tracking methods that triangulate with external databases, GPS locations, app check-ins, and app push notifications.
There are also personalization factors in play. If you “like” certain bands, movies, personalities, clothing, brands, sodas, books, etc. via your social media accounts, you’ll be delivered more of that stuff (and at opportune times and places if the marketing and advertising agencies are competent).
Email marketing plays a role, as well. When you sign up for notifications, you’re enrolled in what are called drip campaigns or lead funnels. All kinds of web tools allow marketers to schedule evolving ad campaigns to your inbox. You’ve probably seen this before when you receive a welcome email. Then you get an offer. You might get a different offer at a later time based on what you did with the first offer. You could also get a free download, then get hit with an upgrade offer at another time. All kinds of different strategies and funnel tactics exist. Web sites also know when you return to your account. They’ll hit you with a timely email if you’ve visited, for example.
A typical funnel looks like this: