Providing the missing link in consumer purchasing decisions

When it comes to buying new stuff especially gadgets – cell phones, digital cameras, etc., I make sure I do a lot of research before deciding which is which. First is to visit the shops and scan the display shelves for some potential candidates (leading to the item that I would eventually buy). I bring with me a notepad and pen and jot down the brand, product code, price and other details. Once at home, I learn more about what’s on my list by researching about them on the Internet, reading expert articles and actual consumer reviews.

When consumers share their reviews and opinions about a product, the information is valuable since it’s a personal unbiased review based on their experiences using it. Somehow, browsing through user reviews, I find the “missing link” or the critical yet tiny piece of information a customer needs before finally deciding which to buy. The concept of the missing link is essential to today’s marketing strategies especially in the Internet.

Each customer has a different missing link which he needs in making a buying decision. Fulfilling this need with the right information at the right time is the basis of missing link marketing. The missing links are the tiny details such as the number of USB ports provided in a laptop, or the optical zoom reach for a digital camera – these features influence one’s decision in comparing different brands and models before finally deciding on a purchase. The missing link marketing offers businesses a different approach to promoting their products by providing tiny bits of relevant information to their clients, thus helping them in making the right purchase instead of seeking for answers elsewhere.