All value is relative. I was traveling recently, from San Francisco back to Boston, and at San Francisco’s airport is a little coffee shop/breakfast stand. At the stand, I got an egg sandwich:
What’s funny is that 30 minutes prior to getting the sandwich, I was in Union Square, an area known for its magnificent selection of restaurants. The quality of sandwich I got at the airport pales in comparison to virtually anything in Union Square.
And yet… the quality of the sandwich is sublime compared to the food you get on an airplane these days. On some airlines, you’re lucky if you even get a tiny packet of pretzels. A hot sandwich would be an unthinkable luxury.
One food, one sandwich has three radically different values in three different contexts, even though the sandwich is unchanged. It’s still the same sandwich.
As marketers, it’s incumbent upon us to understand our products and services from a behavioral perspective. How are people using our product? Where and when do they use it? Most important, as seen above, what are their other choices in the context of our product’s purchase?
Union Square has wonderful restaurants, but at the time I was traveling – 4:30 AM – none of them were open. Thus, even though every restaurant in the area is technically competitive to the airport coffee shop, none of them were actual competitors. Fast forward 4 hours and everything in Union Square is a competitor to the airport because all the restaurants are open.
Think about how that changes something like SEO. SEO isn’t just location-sensitive, it’s time-sensitive. Google is even beginning to reflect this now in search details:
Optimizing your website for searches should include some awareness of how people purchase. If I were the airport coffee shop, I’d add a page to my website about breakfast when nothing else is open, because that’s what people are searching for at that time of day, and that’s when the airport coffee shop will win. It won’t beat a regular restaurant, but compared to what travelers are about to get on the plane, it’s luxury food.
Think about when you send email marketing messages. “Best time to send” is a ridiculous concept in aggregate. When and where are people reading your emails? What are the other alternative options for entertainment and/or education at that time? If people are reading your emails during their commute (hopefully not while driving) then you might be better off with a podcast.
How do you go about understanding when people consume your marketing messaging? Ask them! Flat out ask and see what they say, and then adapt accordingly.
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