Online marketing shaped by the need to become

November 14th, 2011 admin Location: Raleigh, NC, Topic: Web Design | Digital Media

One thing every online marketing specialist has to understand is that no matter what he does he always is dealing with individual persons. Once you get involved with analytics the first problem is to start thinking that since you can track behavior as a group of users, all of them are the same. It is very important to understand that in the marketing business you assume that a market has similar needs and desires, and that they want to fill them with great intensity. The more they wait to fill their desires the more stress they receive, until they release the tension by fulfilling the desires.

All of us have desires. Either is a real need: a car, a house, a cell phone, a lottery ticket, friends, love, hosting, bananas and others, or it can be an abstract desire: I want to know the secret because it is secret. For example: a tv show says: “in a few seconds we are going to show you the biggest secret of all times!” and instantly they create in the viewers the abstract desire of completion. You want to know what it is. What for? It doesn’t matter. You just want to know.

The abstract desires can be created at any given moment by websites in different ways. You can create this desires by creating un-conclusive statements to marketing phrases: for example: ” This product comes loaded with all your favorite features! What features are they talking about? Your favorite… How do they know my favorite features? By in-conclusive statements you transform the perception of the customer, because no matter what your copy says the brain has to process it and agree or disagree.

For example: Right now you can agree or disagree with this article, but by reading it you are changing your perspective because you ask yourself if you agree or not.

You can direct the attention of your online users by the way you transform their emotions. For example if I say:

* Think for a second about the smell of the ocean, the warm sand and the breeze, feel the sun burning your skin little by little, think about the feeling later when your skin is all red and it hurts to touch anything, you don’t want to do that.

If you read the last paragraph you don’t only read it and keep going but you actually set yourself in the picture because most of us has experienced that and it is painful.

You can use online copy to create sensations that will move the understanding of your audience in many ways. Some will make them buy, some will not.

If you go in sweater store in the middle of the summer and it is 115 F. out and the store has this huge carpet with long hair and you happen to realize that the A/C is broken inside you probably won’t buy.

Same situation, the hottest day ever, you look up an you see a beach bar selling bear for half price, the bear is 33 – Fahrenheit – just when it is starting to ice, you can feel the little pieces of ice going down your throat – yes, it is very probably that you would buy.

Statement number one in Marketing: Life is about value. You, as everyone else, is fighting to be, to become. Things give us pleasure because they allow us to get closer to becoming or being. We buy food, cars, houses, pens, CDs, magic cards, plastic bags, ice, cheese, stationary bikes. Get it? Just to become. The value of everything is determined by the ability to give that power> a glass of water from a neighbor won’t be of value most of the time, except if you need that water to survive in the desert.

If you want to market products online successfully, find that one characteristic that makes people become, and share it with as many people as you can.

About the Author

Alex Centeno MBA., is an international creative director and digital media strategist. Currently residing minutes away from the Research Triangle Park (RTP) - North Carolina, and with over 10 years of interactive marketing training and experience, Alex leads Merkados' international clients to maximizing their online business strategies. One of Alex's biggest strengths is his world-class capacity to effectively combine interactive marketing, digital media design and web development.

You may find further information about Alex Centeno MBA. at: and Twitter.

Sobre el Autor

Alex Centeno MBA., Es un director creativo y estratega de medios digitales reconocido internacionalmente. En la actualidad reside a tan solo minutos del Research Triangle Park (RTP) - Carolina del Norte, y con más de 10 años de entrenamiento y experiencia en marketing interactivo, Alex lidera a los clientes internacionales de Merkados™ para maximizar sus estrategias de negocios en línea. Una de las mayores fortalezas de Alex es su capacidad global de combinar de manera efectiva, mercadeo interactivo, diseño de medios digitales y desarrollo web.

Para más información sobre Alex Centeno MBA. puede visitar: y Twitter.