Missing Links are the bit of information users search for or ask about. They need to have answers to their missing links in order to move expeditiously down the purchase funnel towards the purchase. how do customers tell their peers? what do they talk about when talking about your product? how do we know? how does messaging change when we look at it from the customers' point of view?

1. Missing Link Marketing
UPDATED, Original Post October 2, 2008.
Dr. Augustine Fou
http://linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.
March 28, 2012 1

2. Missing Links are …
The bits of information customers need at each stage of the purchase
funnel to inform their own purchases.
“What are customers’ missing links
between considering to buy and
actually buying?”
March 28, 2012 2

3. Example: FlyClear
What’s the
missing link?
vs
What info does the
brochure contain?
“what is the single bit of information that the individual customer
needs to know to move from consideration to purchase?”
March 28, 2012 3

4. Benefit Marketing vs
Missing Link Marketing
What info does the What’s the
brochure contain? missing link?
• get through security faster Who gets access to my
• available at 15 airports already fingerprints and iris scans?
• Clear's first year price is $100 plus
the TSA vetting fee of $28 for a total
My privacy rights.
charge of $128.
Benefit marketing Missing link marketing
“Because my single missing link was not answered by
the brochures nor the reps, I ended up not buying.”
March 28, 2012 4

5. Missing Link Examples
The bits of information users need in order to get to the next stage of purchase.
awareness consideration choice purchase loyalty
motor oil What’s out there? Can I mix? How do I show peers?
I can choose an oil? Which is best for me? How/where to buy?
digital camera
What’s in Amazon Top 10? Where’s the best price?
Friend just bought one Epinions/User Reviews Any special deals? Do I show off?
March 28, 2012 5

6. Missing Link Marketing is …
• The right information
• To the right person
• At the right time
• Through the right channel/device
By responding to consumers’ pull for information with
the right bit of info through the right channel we
expeditiously tip them towards the purchase.
March 28, 2012 6

7. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is Chief Digital Strategist of
Marketing Science Consulting Group, Inc., a company
he founded over 11 years ago. He is an industry-
recognized thought leader in digital strategy,
search and social media marketing and former
Group Chief Digital Officer of Omnicom's Healthcare
Consultancy Group.
Dr. Fou is also an Adjunct Professor at NYU in the
School for Continuing and Professional Studies and at
Rutgers University at the Center for Management
Development, where he teaches courses on digital
strategy, social media marketing to executives. He is a
frequent panelist, moderator, and keynote speaker.
Dr. Fou completed his PhD at MIT at the age of 23. He
started his career with McKinsey & Company. He
writes a monthly column on Integrated Marketing for
ClickZ.com, and can be found on Twitter.com @acfou.
March 28, 2012 acfou@mktsci.com 7