“When I was a kid, we had to wait until Saturday morning for cartoons”, “Fast-forwarding through commercials does not take foreeeeeevvvvvver”, “We had trees for entertainment when driving, not movies.” If you have kids, or have been around them at all over the past few years, go ahead and add your own. You no doubt have seen the fury of this on-demand generation. Myself, I’ll admit that I have recently uttered these exact phrases. The difference between “them” and “us” cannot be overstated. For pete’s sake, they can hardly wait for a grilled cheese to be made. Sheesh, right? Them.
And on the flip side, there’s us. As an adult, I’m patient, well-versed in waiting, and solid in my understanding of delayed gratification. “I’ll wait”, “Go ahead”, “Take your time.” Yup, we live there. As adults. Yay, us.
But as a digital marketer…I’ll admit it, I’m a child. In fact, #creepyalert, there’s a good chance that I know you are reading this post right now. And even if I’m not creeping on real-time Google Analytics, it’s likely that I’m talking to myself right now: “Why haven’t my Twitter numbers increased?”, “Why hasn’t anyone left a comment?”, “Maybe I should share on Facebook again; it’s been a few minutes”, “Is the comments area broken?”, “I’ll just go ahead and tweet it, or maybe I’ll Buffer, but that’s not immediate enough, so maybe just a direct tweet”, “Perhaps I should leave the first comment myself,” and on and on and on. I’m a child. Me.
I hope, and expect, that you aren’t a child like me. But if you are, here are some lessons that we, as marketers (perhaps more accurately as content creators/publishers), need to learn.