Noah Brier, co-founder and CTO at content marketing platform Percolate, makes the argument that there are only two keys to marketing success. Your success depends on whether you can change the purchase threshold for your produt or make your product the easiest to buy.
To change the purchase threshold you can either lower it or raise it or differentiate it by product attributes. Is your airline Southwest or Qatar Airways? Is your product made with genuine leather?
To make your product easiest to buy – it could be in mass distribution or it could be visible on Amazon or it could be delivered to the front door on a monthly subscription.
Brier’s point is that by manipulating these two levers, a marketer can determine the fate of a product. As he would put it, “If you’re clear about the threshold and confident you’re above it, then it’s all about making yourself easiest to buy.” Source: Adweek