There is a trend in America that people want things fast and now. This has created a need for marketers to adapt to the ever increasing trend of responsiveness. From a marketing perspective, responsiveness entails adapting to feedback from consumers in a timely manner. Consumers expect that if they contact a company via Twitter, Facebook, or any other social media platform they receive a response within hours. If a marketing campaign or advertisement touches a nerve with consumers, there is an expectation that the company takes action immediately. If a website is not loading properly, 1 in 4 people will abandon a sight that takes more than 4 seconds to load (onlinegraduateprogram.org).
When thinking about marketing, it is no longer just the message, all strategies must include tactics to respond to consumers in a consistent and timely manner.
The need for speed by Americans is well illustrated in the infographic below:
Created by: Online Graduate Programs