Consumers will search, but only to an extent, for what they need. It is part of the consumer audience that marketers try to skip or ignore. Consider the dynamics of a simple Google search. 95% of all visitors select one of the top three links for a specific search result. More and more often, the top three links consist of only one or two different websites. Searching a vague term on a product will probably result in Wal-Mart, Target, and Home Depot. These three companies hardly need marketing help, yet 95% of users are perfunctorily clicking on these providers.
Resources and Tools
The consumers will go to what is easiest for them. The vast majority of consumers do not necessarily want to dig for what they desire. It is true that some consumers are willing to go the little extra mile to find what they need, but that says more about the excellent resources available than it does about consumer habits. For example, users can just go pick out the closest restaurant in their neighborhood. But, most are willing to spend a few extra minutes going through Google to find the top listed item or visiting Tripadvisor for (once again (the top listed items.
Reaching the Markets
The point here is that consumers can extend their grasp, but not by a whole lot. This is the general audience, and not necessarily loyal and niche audience members. But, these individuals need to be found and fostered.
Niche markets are growing in fascinating ways. Follow Kashurba on FB on the marketing industry and how it is changing. Even niche providers are settling. There’s less room for the small groups who are trying to squeeze their way in, and that’s a problem. It requires an effort that can scale to these high levels. Now competing against Wal-Mart is impractical and silly. But, marketers should use systems to scale up and up, out of the dirges of the Google search and out of the vast majority of companies competing in an ever-decreasing marketplace. With more people settling in the top tiers, new competitors are up against the wall.