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Marketers are missing their chance with persuasive technology. Need convincing? Let’s take a step back. Persuasion used to be considered an art in which advertisers were masterful....
... Now in our digital experiences, especially the ones built around our mobile devices, there is a new form of persuasiveness in town. The problem is brands and marketers are undervaluing it. It is persuasive technology. In simplest terms, persuasive technology is any system, app or software that through its function and design can change a user’s attitude or behavior.
For example, persuasive technology would be a healthcare app that encourages exercise and fitness and rewards you as you go. Or financial apps that encourage saving and investing, enabling you to not only track and understand your finances but also provide tips and education about how to be more fiscally responsible. Or Progressive Insurance’s “Snapshot” usage-based program that monitors your driving data via your car’s data port. The safer you drive, the more you save. Through the use of these systems, your attitude and behaviors are changed far beyond what a convincing bit of copy or picture can do. They become part of your daily life....
Here's a persuasive argument that "persuasive technology" could be the trend of the future.
In some respects, it's simply putting a name on an evolving practice of direct engagement with consumers. There's no argument that some of the new apps, tools and technology will draw consumers closer but it will take different thinking by companies for it to succeed.
All in all, an interesting look at the future of marketing.