How We Want People to Purchase Online
As much as we’d like it to be true, people don’t just see an online ad and say, “Yes! I want to buy that.” Having said that: Do people buy right away online when they see your ad? Sure. If I see a product, and I like it I might instantly buy that product – if I’m kind of an impulse shopper.
The same thing happens offline when people go to a physical store. They go to Target, they see something, and they instantly buy that product. It’s usually in the moment of need for the product or service that, obviously, people want to purchase whether that happens online or offline.
And, unfortunately, if you can be there, right then and there, that’s probably the most expensive place you can market at. It’s the most expensive place to play because every marketer wants to be there right when that customer is ready to buy at that time. They are willing to pay a premium for that interaction. Most online marketing platforms work off an auction and the person with the highest bid “can” win. I say “can” because there are other factors that go into who gets to be in that top spot. Each different channel, say Google vs. Facebook, calculates those factors differently.
This is where good marketers stand out because they understand those ranking factors and work to improve in this area. They are able to take the same budget and make it stretch further. They are diversified in taking their budget across multiple channels at multiple stages of the buying process. Because of visibility, placement, and these other factors, your product could be the obvious choice at the moment of truth. Could is the operative word here.