Demand Fulfillment

Posted under marketing behavior by Waldo

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