Demand Fulfillment

Demand fulfillment…  When I want something, some advertiser figures out how to give it to me.  For example I want discount airline flights.  I go to Google and type in “discount airline flights to Cancun”.   A dozen advertisements down the right sidebar and a few pretty yellow background ones on top will show price points and drop a few brand names for hotels or car rental agencies they can up sell me as value added benefits.

Great..  I asked for something, Google gave it to me, and I am… … … fulfilled.

This interaction happens hundreds of thousands of times a day (just on my adwords accounts alone).  Where else is demand fulfilled?  Anywhere a buyer requests information to get a need or a want.  Travel websites, Yahoo!, or even some third tier video game portal website that I can search on all fulfill demands.

This is the easy side of internet marketing.  Find a market that has more demand than supply (simple economics) and try to exploit the market.  The difficult side of marketing is demand generation.  I’ll talk about it a little more in my next post.

- W, waldo@sem-fu.com

Influences on Purchase Behavior

Borrowed from SearchEngineLand.com

“When shopping on the Internet, the quality of a business’ Web site is an important factor in earning my trust as a consumer”

–Strongly Agree (34.2 percent)
–Somewhat Agree (50.8 percent)
–Somewhat Disagree (11.9 percent)
–Strongly Disagree (3.1 percent)

So no matter how good my campaign is, if trust isn’t built into the usability and the quality of the site, the conversions are not going to be there. 

A great point to make; how do I target that group of people that doesn’t hold the quality of the design as highly as the quality of the product?  What demographic do they make up?

 - W