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 and unit price (margin) at the same time. What I have attempted to outline in this article is the reality that marketers face in the current, turbulent market and the everchanging needs of the consumer, which are driving us all to 'speed up'.