Today’s consumers know marketing when they see it-and often they choose to ignore it. A new book looks at ways to use the Web and emerging mass-marketing tools to reach those customers and hold their attention. Called “Waiting for Your Cat to Bark? Persuading Customers When They Ignore Marketing” (Nelson Business, $19.99), the book was written by Bryan and Jeffrey Eisenberg-the authors of The Wall Street Journal and The New York Times best-selling “Call To Action.” The authors reveal how to leverage the power of increasingly interconnected media channels by viewing marketing systems through the lens of what they call “Persuasion Architecture.” It highlights ways to: Accelerate the persuasive momentum that drives customers to take action. Plug holes in your marketing message. Map the sales process to the consumer’s buying process. Use the emerging marketplace to your advantage. Integrate and optimize cross-channel online and traditional marketing. Create predictive models of customer behavior. Marketers end up wasting lots of money–much of it squandered on optimizing Web sites for Google and other search engines. Instead of making sure that visitors who arrive via a search will land at the right place on their Web site, and have an effective experience from that […] read more