I know this sounds like blasphemy but remaining in front of your consumer, even though they do not have an immediate need for your product or service holds significant value….and the organizations using this tactic very well, are the ones with a community of loyalists, willing to purchase at the hint of need, without regard for competitive wandering.
Some of the strongest brands in the world are built under the assumption that you have an immediate need but chances are…. You don’t. Immediate needs are becoming less and less about who is available and more about who do I already know and trust. The trust factor holds more weight now then pricing and even features. Don’t believe me…. (why buy a particular brand of laundry detergent or anti-persperent, when all of them work effectively)…. Because you TRUST the one that you have been using and are a loyalist because it has satisfied your need consistently.
The same thing applies to marketing your message initially. If the intended consumer knows you are a viable resource for subjects pertaining to their need or expected need, then when they are looking for a product in that category, they already know you are the trusted source. Why do so many people purchase their multi-vitamins from a GNC or Vitamin Shoppe, when there are countless other e-retailers dealing the same wares for a fraction of the cost… same exact wares!! Because you know your product is going to be correct and contain exactly what you have come to trust from that retailer. No surprises and they have become the resource for satisfying your demand consistently for an extended period of time.
Why wouldn’t you use a digital medium to merely promote your brand and not necessarily beat your consumers over the head with the perception of an immediate need? Why only measure the immediate sale based off of the first touch and strive for that as the end goal? Why not devote all of your attention and resources to garnering the most 5 or 6 touch conversion? Yes the cost of the conversion is significantly higher, but think that in the age of short attention spans and constant interruption, the consumer TRUSTED your brand enough to revisit multiple times and digest your message, prior to purchase. You have created an informed consumer that will inheritly be more satisfied with their purchase since they are most likely fully aware of the outcome of their purchase.
While this seems completely ulterior to the gospel of marketing, why is a constant saturation of brand messaging through multiple channels (even those pesky low conversion channels) such a bad thing? ROI of a single medium is quickly eroding and producing false hopes and misconceived success.
In a time of uncertainty revolving around the most ‘effective’ marketing medium, why search for unicorns and wizards, when the consumers are asking to be touched extensively.