The study of persuasion has identified major areas of interest for
marketers that are relevant for their efforts to persuade people to buy. One of the obvious and well utilized areas in
traditional marketing is using attractive people. It is universally recognized that we underestimate
the extent to which physical attractiveness affects our decisions. There is an entire industry based on this,
full of people who are paid large sums just to look attractive in ads to
further marketing needs. How is this
different in the online marketing realm?
A major difference with using attractive people in digital marketing is
you can test-market the specific model/attractive person to determine which
attractive model is most effective in generated the desired behavior on the
part of the user. Whereas before an
observer would have difficulty in quantifying the relative beauty of two
models, now they are able to do so through responses to marketing with separate
models. The implications of this are that
then choosing which attractive people to utilize in an online marketing
campaign, test segment various attractive people to find out which generates
the greatest return from your target audience.
The long tail of online commerce
and digital marketing could also mean that there is a new long tail in demand
for models that meet the requirements of specific segments. This could have a significant impact on the
modeling industry, as there could be more demand for non traditional models to
meet the needs of online marketers who strive to find then best suited for
their targeted segment.
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