In a society where we are constantly switched on, plugged in or connected – it seems we are finding it increasingly difficult to wait.
According to Digital Marketing Magazine we are ‘Generation Now’, living in a ‘Now Economy’ and time is our most precious commodity.
Our increased freedom of choice seems to come with an innate desire to have our needs met instantly; author of The Impulse Society, Paul Roberts, argues that ‘our entire consumer culture has elevated immediate gratification to life’s primary goal’.
Especially relevant in an age of social media, we are now able to respond in real time to emails, tweets and comments without delay.
Integrating the psychology of instant gratification into your marketing strategy could be extremely beneficial to your future marketing success. Here are three ways to maximise on the desire for immediacy:
Email marketing is still one of the most effective marketing channels. However, it is extremely time consuming to send an email marketing campaign to every contact in your address book.Campaign Monitor state that ‘the smartest companies are starting to set up automated email campaigns that trigger off of a user’s actions’.
Automation allows you to set up an email ‘once and then as more people continue to meet the trigger you defined, the email will continue to be sent to them without you ever having to lift a finger. It essentially ‘automates’ your marketing for you.’
Through tracking and utilizing the user's interactions and behaviour, these emails are well timed, personalized and tailored to the consumer. This means a higher chance of driving more visits to your website and engaging the customer through relevant content.
Online marketing expert Neil Patel states in Entrepreneur that 'many customers want information before they make a decision or purchase'. It's not uncommon for a follow up email will be sent automatically if a customer is interested in your product but doesn’t follow through with a purchase.
Another way of providing a sense of instant gratification is quality customer support. By setting up automated out office replies you still provide the customer with an instant response. Even though it might not be exactly what they want from their enquiry – something is still better than nothing.
We are continually updating people about our lives (whether they care or not is another matter); we all have that facebook fanatic friend who has to tell you immediately what they’re having for dinner.
Social media is inescapable and this is why it’s an excellent platform for marketing. People are constantly looking at it so it’s important for your businesses to be both active and responsive to promote and market your brand.
According to Forbes ‘94% of all businesses with a marketing department used social media as part of their marketing platform’.
In today’s society the traditional website is no longer enough. Now ‘85% of all businesses’ have a ‘dedicated social media platform as part of their marketing strategy’ and in turn report ‘an increase in their market exposure’.
In order to maximise your posts and reiterate your digital presence there are plenty of apps to help you on your way; including apps that sync across all devices, track your brand mentions, analyse the consumer traffic and schedule your posts.
Click and collect
The one click mentality of consumers is fuelled by the fact that online shops are open 24/7 and we no longer have to leave our sofas to get what we want.
Furthermore, it seems that consumer impatience as reached an all-time high and we can no longer wait for it to be delivered to our doorsteps. In response to this newly developed customer need, more and more businesses are offering faster shipping with next day and even same day delivery available.
Marketing Magazine believe that the ‘Millennials' demand for instant gratification is shaping the future of retail’ stating that more and more brands are 'investing in innovative ways to make delivery cheaper and more convenient'.
Click and Collect has become the latest phenomenon. Through using the convenience of ordering online but also allowing the customer to pick up in store it eliminates the shipping costs and reduces the waiting time.
Consumers can now pick up from an array of different locations (shopping centres, petrol stations, newsagents – and the list is growing).
In the Government’s bid to revive British high streets, High Streets Minister Penny Mordaunt stated last year that the ‘proposals would help not just larger retailers but also independent and smaller shops to benefit’.
Since April 2015, the new changes to planning permission mean that any UK business can have access to Click and Collect services - allowing small businesses to implement it into their marketing strategy.
Future Laboratory trends researcher Victoria Buchanan believes that 'the need for instant gratification, ... really chimes with a millennial audience. Even when ordering online they crave immediacy'
'Millennials are twice as likely to pick up online groceries on the same day as purchase and 46% will pay higher for same day delivery'.
Fuelled by the modern age and its digital capabilities the marketing landscape is ever evolving, and by making your services more immediate and responsive, your small business could stay ahead of the game.
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