Manipulation is the ability to change the behavior or perception of others in clever or unscrupulous ways. For many, the word has negative connotations, so the idea that manipulation can be used for marketing conjures up images of scare tactics and deception.
While marketing involves some manipulation, it isn’t necessarily a bad thing. Done ethically, manipulation in marketing is an effective tool for boosting your brand. Done incorrectly, however, manipulation can hurt your long-term business goals.