Did we get all the facts right? We’d love your feedback…

http://www.thewritersforhire.com/blog/copywriting/the-greenwashing-effect/

http://www.thewritersforhire.com/blog/copywriting/how-tweaking-your-copy-in-a-recession-can-help-you-keep-customers/

I liked the post. It reminded me a bit of a white paper produced by ACIA (Argus Center for Information Architecture) back in 2001 – “Retail Ecologies, E-commerce, and Information Architecture”.

Within this paper they discussed the notion of purchase ecologies, of which they named four: Provisional, Maintenance, Consumption and Pilgrimage. Your post matches up with two of those ecologies: Maintenance and Pilgrimage. In the white paper, Maintenance is described as ““Gotta get it done as quickly, easily and efficiently as possible.” That appears to match your “Ugh. Shopping.” category. They describe Pilgrimage as “You have a mystical, ephemeral really fun experience – it’s the holy grail of shopping.” This obviously fits your “I like you; You like me” category. What I love is that you have updated the landscape of purchase ecologies to include an eco-friendly ecology and an economically aware ecology. To round out this discussion, here is how ACIA described their remaining ecologies: Consumption (“You feel good about yourself, it’s a retail therapy kind of thing.”) and Provisional (“You feel good about what you are doing for your loved ones … and treat yourself.”).

Now, with all of that said, I want to introduce you to Semantic Marketing. It is the ability to recognize representative of specific purchase ecologies, personas, market segments upon arrival to a website, enabling marketers to welcome each visitor with more meaningful content, supportive imagery and even simplified navigation. This puts an end to the one-size-fits-all, single dimensional world of the home page for which you’ve grown accustomed to writing copy.

We have a patent pending semantic marketing technology – Semanticator ( http://www.semanticator.com ). That can analyze up to 1,000 data points within milliseconds to triangulate which market segment or purchase ecology a visitor belongs. Then, we display the most contextually relevant content.

Our oldest implementation launched August 2007. The results have been exciting! A large increase in time spent on site and a corresponding decrease in bounce rate. Follows the equation: more relevance = more attention. We have also seen a nice increase in conversion as a result.

Hopefully, our fellow copy writers will find what I am saying here interesting. We would love the opportunity to engage more of you. We need your opinions and suggestions to improve Semanticator.

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