Advertising’s role is often to convince the target market that the company, product or service being promoted will meet their need, be their first choice, the one to buy. A key mantra of my agency career was: “advertising’s job is to get you onto the choice set.”

I’ve been thinking a bit lately about the role of online advertising as a sales channel, versus as an advertising medium.  With online now over 20% of local media consumption, the role of online advertising is much more about getting onto the choice set, and building a relationship with a consumer, than a simple action or acquisition, although it can be a highly measurable direct response tool also.

In an online world, marketers have been sold the idea of a medium that’s too sales-focused. None more so than through an ill-fated sales construct called Cost-Per-Acquisition (CPA). The concept of CPA asks for much, much more than choice. The advertiser only pays the publisher if the consumer (viewer) undertakes an action or acquisition.

As the sophistication of consumers lifts, expecting a sale (eg for a laptop) off a single web banner is ludicrous.  Just getting on the choice set is a tough enough task to ask of your display advertisement! So what about trying to be someone’s second choice then, rather than their first choice? Is that an odd sounding goal?

Well, think of the number of people holding two credit cards? Or two mobile phones? Or an campaign to credit card holders positioning your debit card as their second payment option for EFTPOS & ‘card-not-present’ transactions. If they acquire, and love the debit experience, they’re highly likely to make that card their first choice. But asking for them to switch from debit to credit BEFORE acquiring the card might be a step too far this early in the adoption process.

A great example of the second choice strategy was Rabobank’s award winning positioning as ‘Your significant other bank’. Here’s a reminder of the campaign with some amusing behind the scenes takes.

Being second choice means you’re more likely to become a consumer’s first choice under the right set of circumstances. I’ve been an Audi driver for seven years but recently started considering Subaru as my replacement primary vehicle. I’m looking for a 4WD that can fit a dog in the back and get me offroad. Of course, Audi can cater to my needs but Subaru is getting a good look in. They might even get my business in a head over heart call.

Realistic marketers will know the value of being second choice. I reckon online has a powerful role in positioning brands within consumers’ choice sets. But knowing when it’s right to chase the second place position is critical, or you might just come last.