Latent Demand vs Conscious Demand: in today’s linguistic babel, especially in the digital field, whether you’re a Web Master or someone who’s stepping into the Digital world for the first time, you’ll certainly want to understand how to structure your articles or products, or how to create advertisements that not only satisfy the user’s latent demand but also address the conscious demand.
You’ll be searching for solutions to your problems because, even if you think you’ve done the work in the best possible way or are about to, when you query a search, your ad is accompanied by articles or products different from yours and belonging to a different category, or if you’re just starting out, you won’t understand why this happens during your search. Don’t worry, you’re in the right place, and today I’ll provide you with the answers you’re looking for.
In today’s guide, first and foremost, I’ll explain in a simple and practical way what “latent demand” means and what the difference is compared to “conscious demand“. Then, I’ll explain how to apply some simple strategies through Web Marketing to optimize your ads and keywords. How? That’s exactly what you wanted to know, so are you excited to start reading? By following me step by step, I hope everything will become clearer for you.
Definition of Latent Demand
Latent demand refers to when users show interest in a particular topic, product, or service, but at the exact moment they are intercepted by an advertisement/banner, they are not actively interested in the specific article. You’ve probably experienced this many times, maybe on Google or Facebook, while scrolling through your news feed.
In this case, I went to a well-known site to perform a speed test of my internet connection (ignoring the unwanted hidden ads) and I was intercepted by some ads from a well-known internet services company. Now, I want to clarify that I have never visited the website of the mentioned company, nor have I ever searched for their offers. I conducted a conscious search to find economic information about my current provider, and I was also intercepted by this advertisement.
Most likely, the paid banner in question includes some keywords that are triggered even if you search for a competitor. And so, here’s an example of latent demand, because it’s true that I didn’t search for the company in the image, but it’s also true that I consciously searched for one of their competitors using a keyword search. Another example, of using Facebook, is this:
While scrolling through my Facebook news feed among various posts from my contacts, a sponsored post appears. Based on my preferences, searches, and likes, Facebook showed me a relevant ad that was not exactly what I was looking for at that moment. This demonstrates how the platform tries to profile me based on my preferences.
Pros and Cons of Latent Demand
Latent demand offers distinct advantages and disadvantages in the realm of market dynamics. On the positive side, it equips companies with valuable insights into the untapped potential of a market. By conducting in-depth research within specific demographic segments, businesses can discern the unmet needs of these individuals. Armed with this knowledge, they can introduce products that are in high demand, leading to successful sales and market growth.
However, latent demand comes with its share of drawbacks. In some cases, erroneous analytical methods may mislead companies, causing them to misinterpret the genuine needs of consumers. Consequently, they may launch products that do not align with actual demand. When these newly introduced products fail to find buyers, companies are left grappling with financial losses and a diminished market presence.
Definition of Conscious Demand
With conscious demand, we refer to all those searches that users make quite consciously, looking for a product or service. Even if they don’t know you or your product, you could be what the user is looking for. I know, said like that it sounds somewhat technical, and mechanical, but with a few examples, I’ll help you better understand the concept!
In these two examples, I’m showing you how conscious demand is nothing more than the searches we naturally conduct. Whether you’re looking for an e-commerce site for shoes or searching for a vacation home, it’s a good practice to guide your potential customers using keywords and SEO. What is SEO? It’s not something you eat, but I’ll explain it to you later. Now let’s see what latent demand means.
Market analysis: intercepting Latent Demand
As mentioned earlier, the ideal platforms to intercept latent demand are Social Networks. The example of the sponsored post from Semrush fits perfectly, but the process is much more complex than it seems. When an ad appears in my News Feed, it’s not only meant to catch my attention but also needs to be capable of shifting my focus toward the topic. In simple terms, it should make me deviate from my initial intention and lean towards the advertisement. An example of latent demand could be those ads at the bottom of the page after an article and comments that talk about “how to make money with a foolproof method” or “how to lose weight in just 3 weeks with a miraculous fungus.” These, in some way, generally aim to highlight questions that people have searched for at some point. Now I’ll focus on how we can satisfy latent demand through conscious demand.
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From Conscious Demand to satisfying Latent Demand
Let’s consider another example. I have an e-commerce store for shoes, and I want to sell them not only to runners but also to those who engage in physical activity because they’re interested in the benefits it brings. So, to achieve that, what should I do? Normally, I would only search for “running shoes,” and I wouldn’t reach, as mentioned earlier, those users looking for information about the benefits of running. We could use a different keyword than “Nike running shoes,” but in the long run, the bounce rate on our site and the indicated article pages would be too high, leading to downranking by search engines.
‘So if I can’t use a different keyword and add it to the exact keyword, how can I achieve my goal?’
Let’s not get discouraged. Have you ever thought that the best way to cater to both users who search for you consciously and those who do so unconsciously, meaning those who might satisfy their latent demand, is to start a blog? In this case, you could create a section that discusses the benefits of sports and use our keyword “keyword” benefits of running. In this case, we would be easily reachable by users searching online for the benefits of running, and with a clever move, we would also answer their latent demand for purchasing running shoes. How? With a “call to action” or invitation to take action. Simply include an invitation to view our running shoes for sale on our e-commerce site in specific parts of our article discussing the benefits of running. This way, we’ve addressed both latent and conscious demands. By doing this, we’ve also used an Inbound Marketing strategy.
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Using SEO for proper profiling
First of all, if you want to use SEO, there are two very important things you need to consider:
– you’ll need to study a lot;
– you’ll need to study for the competition.
The more competitive your chosen industry is, the higher the advertising cost will be. “Oh, so I have to pay for this blessed SEO?” Engaging in SEO comes at a cost, despite the claims that you can do it without spending money. We need to make the proper distinctions. We have two types of SEO: organic and paid.
If you intend to use SEO for your web marketing strategy, you’ll have to take one of these routes. With organic SEO, we mean the process of optimizing products or articles so that through keywords, titles, subtitles, tags, categories, creating outgoing links, etc., users can more easily reach your product. When we talk about paid SEO, on the other hand, we do optimization work, but it’s more tailored to platforms that will publish paid ads like Google ADS and Facebook ADS. In both cases, you’ll need to invest your time and money.
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You could also turn to a professional in the field, in which case, they would do most of the work, and you would invest only the capital. Whether you’ve studied or hired a professional, a significant part of the work will depend on the competition for the keywords you want to rank for. On the other hand, I recommend our school’s SEO Manager so you can learn how to do both parts of SEO correctly and become a professional in the field yourself. This technique, if used correctly, can automatically bring fairly regular traffic to our site.
Always remember that a content-based website needs to prompt user action (call-to-action) so that it doesn’t just generate traffic for its own sake. Always keep in mind that the site needs to be updated regularly since Google, with its various updates, prefers websites with updated information, correct tags, proper links, and much more. Sure, to do all of this, it will take time and a substantial budget to reach the first page of Google’s SERP. But if you’re patient, the site will start working autonomously, and you’ll begin to see your results grow. In short, SEO, when used correctly, can really work for us, reminding us that our primary intent will be to satisfy the conscious demand of users and, why not, the latent demand.
How long does it take for me to start seeing some results with SEO? The first results start to appear after 3 months, but often it’s not that quick. It can even take more than 6 months. To conclude, if you’re just starting out or have recently begun, my advice to satisfy conscious and latent demand is to use a tool like Ubersuggest to monitor the competitiveness of your keywords or, in the case of paid advertising, Google ADS’s Keyword Planning Tool.
Conclusion
We’ve seen how important it is to analyze the market in order to satisfy conscious demand through study and tools to stay on trend with the competition. My short guide ends here. I hope this can be the start of your journey in the right direction to strategically use web marketing to start or improve your business.
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