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persuasion marketing

.

Consultant Bryan Eisenberg of Future Now (

www.bryaneisenberg.com

) is an advocate of 

persuasion marketing alongside other design principles such as usability and accessibility. He said:

during the wireframe and storyboard phase we ask three critical questions of every page 

a visitor will see:

 1 

What action needs to be taken?

 2 

Who needs to take that action?

 3 

How do we persuade that person to take the action we desire?

 Marketing-  led  site 

design

Site design elements 

are developed to 

achieve customer 

acquisition, retention 

and communication of 

marketing messages.

Persuasion 

marketing

Using design elements 

such as layout, copy and 

typography together with 

promotional messages 

to encourage site users 

to follow particular paths 

and specific actions 

rather than giving them 

complete choice in their 

navigation.

Figure 11.18

Different types of audience for a typical B2B website