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Remember that tortoise who schooled the hare in the big race? Marketers need to keep the moral of that story in mind, especially in a world of electronic communication.
Pete Blackshaw suggests a need for "slow marketing" in a recent Ad Age article:
"We might all benefit from slowing down, deepening our conversations
— rather than skimming at superficial levels a mile a minute —
and re-embracing (please forgive me) some of the "boring basics":
putting consumers first, listening, providing service, working sustainably,
teaching, relationship building and operating ethically."
We couldn't agree more. Sure, it's always important to maintain a certain amount of speed when it comes to being responsive to our clients but moving too fast in general inevitably leads to errors and more time spent fixing those problems.
Just because we CAN communicate quickly, doesn't mean putting a message out into the world without thought behind it is wise. We can't let our social media impulses overtake our marketing intellect.
As Blackshaw says, we just need to make sure we find ways to take advantage of the benefits presented by new media and use them to enhance basic marketing ideals. Maybe slow and steady isn't what we want 100% of the time, but when you move at warp speed, you're bound to jump the tracks at some point.
Tags: ad age / pete blackshaw / slow marketing