The prime component at the heart of The “Pedia Credibility Algorithm” (PCA) is the “good deed at the point of need” or helping consumers (the good deed) at precisely the point when they want and need the help, the point of need (PON). The underlying power and authenticity of a “good deed at the point of need” as a marketing strategy cannot be overemphasized.
Providing consumers with truthful information in today’s information-overloaded society is the most relevant assistance a company can provide, and there is nothing more powerful than providing that help at exactly the moment the consumer needs it — the consumer’s “point of need” (PON).
“Point of need” is everywhere — grocery stores, gas stations, movie theaters, restaurants — all of these are places consumers go when they need something. Consumers would never tolerate these places randomly interrupting them to see if consumers might want to buy something!
Marketers need this kind of authentic, fundamental, and powerful connection to consumers in today’s hyper-competitive, information overloaded marketplace instead of more interruption-based ads. And while Procter & Gamble’s Tide laundry detergent Loads of Hope, Unilever’s Vaseline Healing Project, Samsung’s Mobile Charging Stations, and insurance company “catastrophe response vehicles/teams” are just a few examples, it is clear that engaging the consumer must be a primary goal of marketing, and nothing creates this “engagement” more effectively and authentically than a “good deed at the point of need.”
By creating the most truthful, high-value consumer information resource where a consumer can easily find “everything you want to know about everything you want to buy™,” marketers are providing consumers with exactly the information they want at exactly the moment they want it, instead of using surveillance and manipulation to track and interrupt consumers with ads they don’t want. Helping consumers by providing “high-value” information they can believe and trust creates more powerful motivation for consumers to buy than any interruption ad or commercial. Delivering engagement at the point of need maximizes marketers’ credibility, which makes all of a marketer’s efforts work better.
PON provides an authentic opportunity to engage with customers and provide them with truth, transparency, privacy, and service, simply not possible in any “point-of-interruption” (POI) situation.