Search Engine Marketing – How Persuasion is Used in the Marketing Message

Search engine marketing is one form of inbound marketing, which uses the power of words to persuade consumers or people searching for information on the Web, to click on links which direct them to a specific webpage. Many of the concepts used in search engine marketing are grounded in the psychology field with regards to persuasion and the manipulation of people.

The participants in the Stanley Milgram study had similar reactions to authority figures in the experiment as high school football players do with their coaches. Within the Milgram experiment participants overrode their personal moral value levels by following instructions from the researchers and, in their mind, creating extreme pain for the research participant.

The similarities between the Milgram study participants and the high school football players show that when people are put into social situations where they are being directed by an authority figure there is often a pressure felt to perform the task as requested by that figure. No different with search engine marketing and social networking, people are persuaded and manipulated by the words they read from messages and advertisements posted by businesses and other online users. Is it possible that the motivation to please these authority figures in life could stem from childhood, where efforts are directed into learning and performing for parental figures as a way to receive recognition and rewards.

Persuasion is very much present in today’s marketing world. Whether online or off-line advertising, communication techniques in the form of pictures, sounds, colors and word choice are used to illicit specific emotions, thoughts, opinion and feelings in consumers in attracting them as leads.

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