One of the basics of Marketing is to match Supply and demand.
1) I need a drink, I know Coke is refreshing, I want Coke.
That’s Business to Consumer or B2C, also called irrational marketing, when used car salesmen use the same ol’ pitch again and again. Or when showing a naked woman taking a shower increases dog food sales.
2) I sell tomatoes to the Heinz company.
That’s Business to Business B2B. Arguments are much more rational. Every mistake will be used to put pressure on the price, which is bottomline for the buyers whose function within their company is simply to cut cost.
You can argue there is People to People (P2P) (e-bay), but it’s still e-bay trying to get people to come and use their service.
This is one of the fundamentals of Marketing. Surprizingly, some people get carried away and forget that.
You can’t have a one-product-fits-all strategy, if you think that’s the case, then you have one product that suits nobody. People must feel they are personally addressed.
“Remember that you are unique, just like everybody”.
I’ll use a common example of supply and demand (for people who have interrest in internet business)
When you type in a query in google, you willl want to appear in the first lines. (e.g in the sponsored links section).
Some words are very demanded, such as “camera“, “laptop“, and some others are less demanded for advertizing “cowabunga“, “neutron accelerator“.
So prices for advertizing will vary depending of the moment (peak traffic), and the keyword asked.
Where do we go from there?
Looking for discrepancies between the queries made and the price of the keywords for certain markets can help you position your advertizing. If a keyword can generate a comparable revenue for a lower cost, then you should go for it.
It is always strange to see that an everyday-life action triggers so much business behind. But just remember that every business who makes money on the web, gets it some way or another from a user like you. Once you buy anything (service, item…), you participate in this whole business. You are an advertizing target.
No wonder I am so reluctant to click on commercial banners. I am always wondering if the guy really deserves my click, and 4 seconds of my attention span.