October 28th 2021 | Emotional Amplitude Manipulation
Dear Everyone,
SaturaVeritas was started to answer a simple question: How does one persuade another when trust has shifted from external to internal mechanisms? Said differently: How do you get someone to change their mind when they only trust themselves. I guess it’s not a simple question, but it is important, and it’s a question that needs answering as the internet increasingly confirms latent personal biases on a mass scale.
The internet has changed rapidly since the advent of social media. It is no longer just the shared summation of human knowledge, it is also the new public square where the majority of discourse is conducted. Yet even as the internet brings humanity together it discourages discourse between differing populations. The modern algorithmically driven internet gives individuals a wholly unique experience that feels ubiquitous. When an exclusive experience feels pervasive it can tend to warp individuals view of popular consensus. This consolidation of audiences into like-minded factions also obfuscates or hides even common opposing opinions from individuals as their unique version of the internet actively keeps dissent away from them with individualized algorithms driven by positive reactions.
Populations are separated by their own internal biases which are then projected back at them through the algorithms which shape each member’s personal internet. Everyone’s landing pages, search results, recommendations, and advertisements are different even among similar populations. This can be enormously appealing for the unwitting participants in the personalized internet as they only consciously understand the positives. Personalized playlists, personalized ads for intriguing new products, interesting content discoveries, all distract from the fact that everyone is in an echo chamber.
If the goal is consumption, the modern algorithmic internet is nearly perfect. It is a consumption encouraging machine that works for everything from digital content to widgets marketed between businesses. But if the goal is awareness or persuasion, algorithmically distributed content tends to confuse truth with quantity.
". . . algorithmically distributed content tends to confuse truth with quantity."
Every individual has a differing network of trusted sources, friends, family, coworkers, influencers, and mediums through which they get their information and thus form their view of the world. Therefore truth becomes defined by the individual rather than the collective, and the individual is not equipped to determine truth on most subjects. Humans need to trust the collective in order to function, it’s why humans started specializing their skill-sets thousands of years ago, we can’t know everything. The internet makes us believe we can know everything, to our own detriment.
Thus, algorithmically driven content distribution causes us not only to trust our biases but causes society to splinter as echo chambers diverge. The constantly increasing quantity of content available for consumption drives this division and audiences are becoming increasingly sheltered from each other. This can make ad-targeting increasingly difficult as former catch-all audiences splinter into micro-segments.
Diversifying ad-types and ad-groups is a decent stop-gap to maintain ad impressions. Having a persuasive impact requires advertisers to find potential customers everywhere they are at the same time, a feat largely accomplished through modern retargeting techniques. However, as this trend accelerates, merely increasing quantity and spread of brand content will have diminishing returns. Retargeting will soon reach its efficiency limit and cost per click is rising as the general internet going public becomes numb to even predictive advertising.
That is why we decided to start SaturaVeritas. Advertising needs to change if it hopes to continue being effective, and conscious advertising is becoming inadequate alone. SaturaVeritas is the only firm offering inceptive advertising. Our proprietary Emotional Amplitude Manipulation Engine (EAM-Engine) uses machine-learning subconscious persuasion algorithms to change your customers minds before they know they needed to be changed.
Sincerely,
Jefferson Thomas