2007 Q4 Book Review
Waiting for Your Cat to Bark?
by Bryan & Jeffrey Eisenberg
The authors examine how emerging media have undermined the effectiveness of prevailing mass marketing models. At the same time, emerging media have created an unprecedented opportunity for businesses to redefine how they communicate with customers by leveraging the power of increasingly interconnected media channels.
The Eisenberg’s have developed a trademarked Persuasion Architecture™ that allows businesses to create powerful, multi-channel persuasive systems that anticipate customer needs. Furthermore the authors provide examples of how their Persuasion Architecture™ allows businesses to measure and optimize the return on investment for every discreet piece of that persuasive system.
The section on psychographics is of particular interest. When you combine what motivates people with what people are interested in and actually do, you dramatically improve your ability to model predictive behavior paths. Overall, the book offers some pragmatic information on marketing.