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Nathan K
Corporate Blogging, Social Media Optimization, and SEO Content Management Strategist
What is the basis of persuasive communication? What is persuasion 2.0? What does communication mean in 2008?
Persuasive communication has been re-defined several times since the era of Aristotle in which he looked at persuasion from the criteria of pathos (emotional appeals) , ethos (credibility), and logos (logical appeals).
As we struggle to make meaning and forge our personal identity and create a life worth living...what other criteria might be added to the mix? What makes persuasion a success in new marketing, new media, and new pr? What shapes our consumer, political, and personal choices? (affiliation and identity, Maslow's Hierarchy, Cult of Personality, design, Anything from Ogilvy)
I'm interested in any and all ideas...if you have a link or a basis in science, even better.
Good Answers (3)
Tracy M
VP of Marketing & Emerging Media Enthusiast
Best Answers in: Direct Marketing (2), Internet Marketing (2), Advertising (1), Customer Relationship Management (1)
I agree with both Barry and David. Persuasive communication as we've known it in the past is dying on the vine. Consumers are much more wary and protective of their minds and opinions. As a result, the "new" persuasive tools is engagement: building the trust and credibility to gain permission to take part in a two-way dialogue with the consumer, then continuing to build the trust and credibility you need to get them to act as your "persuader" with those they influence.
Hi Nathan,
I think we're moving quickly away from Marketing communications as a persuasive tool. Technological advances, and in particular Web 2.0/3.0, provide companies with the opportunity to really engage with customers on a scale not achievable before. Customers can help shape what products and services look and feel like. So, in answer to your question I think 'persuasion' is actually about listening and truly understanding what our customers want. Only then will our own communications reflect their needs.
I hope this helps with your own thinking.
David
Barry B
barry.bryant@h1media.com: The Masses Control the Media
Best Answers in: Mobile Marketing (2), Advertising (1), Direct Marketing (1), Internet Marketing (1)
Interactivity has opened new channels for a consumer voice. In the mobile media channel, marketing communications has the potential of becoming an automated conversation rather than a monologue.
Marketers' campaigns are still informed by polls, surveys and census data to speak to an aggregate persona when we can actually be mass communicating with individuals.
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More Answers (2)
future
Hi Nathan,
In my opinion, persuasive communication is nothing but compelling communication, a communication that successfully motivates you to do what it wants you to do.
Technological advances have just broadened the scope to utilize the persuasion skill. However, the skill itself still remains with the communicator himself. The technological advances can help him to make better use of his skills, but cannot inculcate skills into somebody lacking the skills.