Rhetoric is the art odiscourse, an art that aims to improve the capability of writers or speakers to inform, most likely to persuade, or motivate particular audiences in specific situations. Aristotle, back in the day in ancient Greece, famously laid the foundation and popularized the Art of Rhetoric: “the faculty of observing in any given case the available means of persuasion.”

Little he knew though, that exactly 2,338 years later, persuasion will not only be the fundamental toolkit of politicians – there will be a new and growing tribe of digital marketers persuading potential buyers through their campaigns, social media, emotional content and appeal, all of which will be generated, managed and measured by machine-learning based algorhytms – at least in case of our vendor, described below..

Gartner: “By 2018, 20% of all business content will be authored by machines.”

Considering the fact that majority of purchasing decisions is based on emotions, rationalized later to materialize – today I would like to mention an interesting analytics technology vendor called Persado, founded in 2012, headquartered in NYC, with the following mission: create “smart content” driving communication efficiency, based on cognitive computing, leveraging emotional triggers leading to certain action of company’s target audiences.

wheel

Vendor’s famous ‘Wheel of Emotions’ includes words like desirability, intimacy, singularity, safety or curiosity– these are analyzed by machine learning platform and outcomes are used to optimize digital marketing campaigns based on seasonality, geography or cultural differences – emotions clearly play a crucial role here.

Email subject line is customized based on machine-calculated emotional impact, tailored to particular demographic group – powerful.

Persado’s fast-growing customer list includes Citi, American Express and Expedia and surely they will expand across all the verticals = emotions are universal and omnipresent.

Have a look and please share your thoughts: www.persado.com.

I am convinced, that we will get to hear more about the realm of ‘persuasion automation’ = Aristotle would be impressed.

Bruno Polach

 

Picture: Mark Kens, Flickr