It’s not hard to recognize that we live in an instant gratification world. From fast food to movies on demand, we’ve become accustomed to rapid response. Kissmetrics, an internet data company, reports that 47% of consumers expect a website to load in under 2 seconds and 40% will abandon a website if it takes longer than 3 seconds to load. For some consumers, two-day shipping for online orders is too long; they desire click-and-collect services that allow them to order online and pick up their items the same day.
However, when we take a look at how instant gratification affects advertising, it’s possible to see how it can lead to poor outcomes. Experts recommend setting clear goals and expectations, but it’s important for a business to be patient and allow time for meaningful results that can be measured, tested, and analyzed. It won’t happen overnight, and if your goals are not realistic, you’ll end up wasting your marketing resources. Recognize that you and your media partner want the same thing: Results.
To counteract the tendency to want instant gratification in marketing, make sure your company has clear goals for its advertising. Is the campaign intended to get the consumer to act or is it an awareness campaign? Discuss your expectations with your marketing partner and ensure that your goals are realistic. Keep in mind that every medium and every campaign is different.
It’s important to ensure that you understand your audience, the buyer’s journey, and the sales cycle for your business. Test and optimize your ads, and put in place a solid plan for tracking results. Have a strategy for systematically measuring KPIs such as increased website visits, new customer acquisition, and social media traffic. Remember that advertising should be viewed as an investment, not as a short-term promotional effort but as a comprehensive annual strategy.
As previously noted, the consumer’s attention span is shorter than ever. With an alternative website just a mouse click away, it has become harder for ads to stand out. For your message to break through the noise, your ads must grab the consumer’s attention more quickly. You have about 10 seconds to grab the attention of a consumer. It’s vital that businesses find a way to prevent the consumer from quickly moving on. To do that, your ads must be targeted and creative, perhaps include personalized messaging.
Another strategy is to consider dominating one channel, exhausting the possibilities of one medium before moving to another. The idea is to convince 10% of consumers 90% of the way, as opposed to convincing 90% of consumers 10% of the way. What could be just a blip on the consumer’s radar as a result of a one-week campaign can become instant recognition by maximizing frequency and consistency.
While it’s true that your customers demand instant gratification, marketers must resist the temptation to expect immediate results. Effective advertising campaigns take time and demand patience. Set reasonable goals and timelines, and work with your media partner to develop a long-term strategy to achieve the results you want.
