In a time of digital media, we can no longer rely upon simply having the largest amount of content. With everyone’s access to the internet, content becomes quickly saturated if people already see it all over by other sources. In a time of new ideas, the most effective way of getting yours out there is by utilising speed.
Ourselves, as consumers, have grown to crave swift access to all of the content we ever need. To the point where we expect it. Because of this, time has become a resource. You can either work around it or have it work for you.
A Prime example of who does this right
A PRIME example of this is Amazon. More important, Amazon Prime. Currently, Amazon offers three methods of delivery exclusive to those who subscribe to their Amazon Prime service. These methods include Two-Day Shipping, Same-Day Shipping, and Prime Now. Standing out from the other two already exclusive offers, Prime Now offers two-hour delivery and even one-hour delivery for a small fee. Amazon fulfils the consumers’ need for speed while making themselves the go-to place for online shopping.
Instead of being fearful of time, they embrace it and use everyone else’s urgency of time to their advantage.
Dunk in the Dark
Services aren’t the only way to use speed. In 2013, Oreo showed the world how real-time marketing was done. After the power had gone out during the Super Bowl, Oreo released this tweet.
Without spending millions of dollars, Oreo had the most successful ad in that year of the Super Bowl. Oreo reacted quickly to the situation and in return guided other companies through real-time marketing.
How can I do this?
Listen. Regularly listen to what your audience is saying. Listening is the beginning step to communicating. The golden rule of communication is to keep it as a two-way street after all.
In the video game world, many gamers can relate to this through the most anticipated mobile app of the year, Pokemon Go. What started out as the dream game from every gamer’s childhood quickly crashed after its release. Within the first week, millions of people tried logging on to play the long-awaited game, only to be met with this message.
Understanding the message, the players waited and waited. They waited a month. Public forums and other forms of social media filled with confusion, which then turned into rage when Pokemon Go’s developers, Niantic, stayed quite through the whole ordeal. After a month, they lost millions of users, many never looking back at the game. By not making an effort to communicate with their audience, Niantic lost out on the chance to keep their audience.
As detailed through this, listening is important, but even more so is responding. Throughout this time, all the fans needed was a simple message from the developers saying that they were listening and finding a way to help. Instead, the fanbase was left in the dark with no idea of any future fixes to the game.
Sometimes your audience doesn’t need to read paragraphs of information. By being quick with decisions and understanding an audience’s need for speed, these companies take advantage (or don’t take advantage) of efficient communication to improve themselves as a business. Seize this opportunity to learn from these lessons of speed.