Having been in the marketing game a long time, I’ve seen a shift from clients being reasonably patient for results to expecting immediate results. A big contributor to this shift is our ability to instantaneously execute marketing campaigns and their associated measurement activities with the push of a button.
The reality today is that even though execution is instantaneous and measurement velocity has vastly improved, it still takes time to fully assess the efficacy of your marketing activities. I don’t run into many people who refute that statement – at least in discussion. Typically, where the manifestations of instant gratification pop up is right after a campaign execution.