Fast marketing: telling consumers why they should buy right now

Simon Thompson

Market turbulence and consumers’ ever-changing needs are forcing marketers to ‘speed up’. Consumers are focused on reducing personal debt, rather than buying new goods.

Fast marketing: telling consumers why they should buy right now

Simon Thompson

When the invitation came to write about 'fast marketing', I never realised the personal inner trauma it would generate. I have now missed three deadlines on submission and the reason is simple: marketing is a long-term proposition and the thought of short-term fast gains is counter-intuitive.

At Lastminute.com, I have had many sleepless nights arguing with myself about the needs of short-term EBITDA improvement and long-term brand health. It takes years to deliver the marketing nirvana of 'selling more for more'; that is, growing sales volumes...

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