The Expectation of Instant


The new wired generation is always on.

Our brains are being rewired.  Facebook updates happen by the second.  Tweets come and go even faster.  News is on a ticker.  Instant gratification is the new normal.

As marketers it is critical to ensure that your communication is answering the consumer’s expectation.

Recently, the family and I were deciding between two local Denver attractions for a Sunday afternoon.  Both seemed like a great experience, same price range and same satisfaction level for my kids.

While getting ready, I signed up for emails from both attractions.

One attraction sent an email back within a minute.  Coupon included.

The other attraction…well, I have yet to receive an email from them.  15 days and counting.

As the consumer, I simply needed one of these organizations to close the sale.  Tell me why I should choose your business, why I should come today and what you are going to give me in return.

Coupon in hand, it was an easy decision.

Ironically, our trip to the local attraction was not that great…average at best…but I was fine with it.

After all, I had my instant gratification, via email.


Troy Thompson, a self-described technopologist, is a respected blogger, consultant and thought-leader in the Tourism / Travel industry. Owner and consultant at Travel 2.0 Consulting, Troy has been providing unique interactive and marketing solutions to a variety of clients for more than a decade.


Photo Credit: jamin2 via flickr.com


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