Monday, 30 August 2010

Patience in Marketing: The Addiction of Instant Gratification

It's so very easy to get distracted by all that's going on in social media these days, just on a personal level or as a consumer. But this dangerous distraction is also something that can afflict marketers too.

With tweeting and other social media updates to keep on top of for today's marketer, it's very easy to lose touch with your longer term plans and even to plan campaigns and marketing initiatives that have a life of more than a few days (or hours!).

That's why I think it's always a good idea to be patient and set aside sometime for planning your marketing objectives. Set reasonable milestones that can be measured at regular intervals - months rather than days down the line.

But even more important than that is to main consistency between the everyday marketing frenzy of communicating directly with customers by email, Twitter or Facebook, and your core visions and values. Each time you use a short-term communication method, I think you need to consider whether this fits into the overall vision for the company and the brand that you are promoting. Be wary of getting too excited about short term gains, such as Twitter followers or click-throughs, and actually look at how your marketing activity is creating value for your customers and your brand.

If it's not is time to get some help for your social media addiction?

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