Marketing is a business process that takes time. It takes time to research, time to draw a plan of activity, time to execute. But for all the time and energy invested into planned, periodic and structured marketing, how does a business respond to a real-time world where events break and memes trends in minutes, let alone days or weeks?
No doubt, speed will be one of the key foundations of future competitive advantage. It is one thing to craft a message that resonates with people. That will always be a differentiator. But it is no longer enough, because in the modern world, where marketers can listen in real-time to what is being discussed about their products, competitors, and indeed the needs their products could fill, it is nimbleness and immediacy of engagement and response that is vital.