Evolving Consumer Behavior Means Consumers Win in Expanding Media Market

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According to author Bryan and Jeffrey Eisenberg's Persuasion Architecture model, businesses can anticipate buyer behavior to reach their customers with success.

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Increasingly customers are associating brand not with a message but with their entire experiences surrounding the product or service.

From the merchants of the Middle Ages to the e-business era of today, the goal of the seller has remained relatively simple. Earn the confidence of the customer and the product sells. But as New York Times and Wall Street Journal bestselling authors Jeff and Bryan Eisenberg explain, consumer behavior has changed; customers today are not as easily convinced by the marketing ploys and gimmicks of the past, leaving businesses struggling to catch up.

At the advent of radio and television, the audience was eager to blindly walk into the mass-marketing traps laid out by advertisers. People readily identified with strategies like name brand recognition, often implemented by repetition of a slogan or jingle. With such limited media sources, consumers tended to buy the most heavily marketed goods and services.

But as new media sources began to emerge -- cable, satellite, and the Internet -- customers began to gain control of their buying experiences. In their new New York Times Wall Street Journal best-selling book, “Waiting for Your Cat to Bark?” the Eisenberg brothers explain, “Increasingly customers are associating brand not with a message but with their entire experiences surrounding the product or service.”

People no longer rely on the name brand mentality in their buying experience. This implies fruition on the behalf of the consumer. The customer is learning.

As Harry G. Frankfurt Professor of Emeritus Philosophy at Princeton University puts it, “People can spot a false claim, a hyped pitched, or an over reaching associative clue in a nanosecond.” Due to this evolving customer behavior, is it becomingly increasingly harder for businesses to reach their target audience.

In their book the Eisenberg brothers outline a new business model for assessing this constantly evolving consumer behavior. Through their method of Persuasion Architecture they provide a guide to identifying with the customer in order to anticipate the demands of the buyer, giving them what they want, when they want it, and nothing they don’t.

Principals of Future Now, Inc., Bryan and Jeffrey Eisenberg help companies maximize results by incorporating expert persuasion techniques into website design as well as email marketing, development, and implementation. Co-authors of the New York Times and Wall Street Journal bestseller “Call to Action: Secret Formulas to Improve Online Results,” the Eisenbergs developed the patent-pending Persuasion Architecture marketing framework at the heart of “Waiting for Your Cat to Bark?”

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Michael Drew

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