Here are two different marketing approaches:
- Spend buckets of money marketing your product via radio/tv/papers, and hope that the brand sticks in people’s’ heads until they actually need your product
- Another approach is to get your product in front of customers at the very right moment, when they are ready to actually use your services
The second approach means you only spend money on people who are very likely to become customers that same day, at that very moment. It also means you don’t fork out lots of money before you know if customers are willing to pay for your product/service.
For a web site this normally means you show up in Google when people are searching for certain suitable keywords.
I have not come across any good terms for the second approach yet. How about “getting into the loop”. Have you got a better name for it? Please comment below.
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Greg
May 16, 2011 @ 17:41:55
Sounds like you could call it JIT marketing! ‘Just in time’ is used mostly in manufacturing to ensure you don’t carry too much stock and the stock arrives just as it’s needed. So similarly with your model you don’t ‘carry’ too much advertising costs and instead work out how to get the advertising to arrive at the time the customer is about to make their buying decision. Couple that with a ‘moments of truth’ type service model and I think it would be a winner! Pretty much the holy grail though I think, there’s many a company working on customer analytics to try and achieve it!
Fred
May 16, 2011 @ 23:28:09
Hiya Greg. That is a perfect name for it. Cheap and effective just-in-time marketing vs. expensive and slow brand building.