Time, Timing and Timeliness | The Essential T’s for Marketing Success

“To everything there is a season, and a time to every purpose under the heaven,” says the Holy Bible (Ecclesiastes 3:1). These words of wisdom are 100% applicable in the context of Marketing Strategy.

However, this seemingly commonsensical approach is often found missing in the manner and actions of many a corporate house. As professionals and business leaders we are encouraged to dream big, execute fast and fail faster. This conditioning perhaps is responsible for not considering all facts, adequate planning, and lack of feedback followed by requisite course correction. Bringing us to the basis of this post.

As someone who has spent the better part of the last 25 years bringing out new products, launching campaigns, building new categories, and marketing organisations, three words- Time, Timing and Timeliness sum up the learning beautifully.

It would be prudent at this juncture, to take a quick look at the meaning of these words as given by the Cambridge English Dictionary

time (noun) - the part of existence that is measured in minutes, days, years, etc., or this process considered as a whole

timing (noun)-the time when something happens

timeliness (noun) - the fact or quality of happening at the best possible time or at the right time

Now, time effectively is an ingredient for everything. In as much as marketing is concerned time needs to be set, provided, taken and given. One can limit, eliminate, expedite actions but it is not something that you can overlook or get around. Leaders need to take cognizance of the fact that there are somethings that take the time they take. Being unreasonable is not necessarily being ambitious. Understanding the line between the two is a quality all good leaders possess. Another quality that good marketers possess is understanding time in terms of passage and as a moment.

While as marketing professionals making sure that our plans are designed around an honest recognition of the must do tasks and the time they require is much needed; time also plays a critical role in determining consumer behaviour and purchase decisions. Research suggests that consumers' preferences for variety and stimulation vary throughout the day, influenced by their circadian rhythms. For example, shoppers may be more inclined to purchase familiar products in the morning and seek more variety later in the day. This knowledge can be used by marketers to optimize product placement and promotions. Offering familiar and convenient options during morning hours, when consumers are less likely to seek variety, can be an effective strategy. Conversely, promoting new or unique products later in the day, when consumers are more open to exploration, can increase the chances of purchase.

In the fast-paced world of marketing, where trends change at lightning speed and consumer attention spans are shorter than ever, timing is everything. The success of a brand, product, or business often hinges on the ability to seize the right moment, deliver the right message, and respond with agility to the ever-shifting demands of the market.

Timing in marketing needs a strong understanding of the market trends, consumer behavior, and competitive dynamics. The timing of market entry for new products is crucial. Launching too early, before the market is ready, can lead to low adoption rates and missed opportunities. At the same time, entering too late can allow competitors to gain foothold and take ascendance. Apple with touch-phones & app ecosystem versus Nokia & Microsoft is a case study in itself. Napster, Iridium are some others.

Closer home in India, aligning well with changing policy environment and consumer behaviour has led to the roaring success of Digital Payments and recently, Quick Commerce.

Quite clearly technology in the context of product/solution is not the only aspect of timing that is relevant in marketing. In a hyper-connected world real-time marketing, moment marketing, time-sensitive content releases are routine. Timing is context and context brings relevance which in turn earns attention that drives engagement, action and a purchase outcome!

Check out the commercials:

Dollar Shave Club's Viral Video (2011) ; Airbnb's "Belong Anywhere" (2014) ;Nike's "Just Do It" (1988);Pepsi's Kendall Jenner Ad (2017)

Mistimed campaigns can damage a brand's reputation and create negative associations with the company. This can be particularly damaging in cases where campaigns are perceived as insensitive, offensive, or exploitative. Ford India's 2013 proposed ad for its hatchback offering Figo was shelved due to severe public backlash. The leaked images of the campaign one featuring Silvio Berlusconi and another one with the Kardashians (women tied up in the car's trunk) was widely condemned for its misogynistic and offensive imagery. Similar backlash has been faced by brands like Manyawar, Fair & Lovely etc.

Coming to timeliness, it is not just about launching campaigns at the right moment; it also extends to customer service and communication. Responding to customer inquiries and complaints promptly is crucial for building trust and loyalty. Delays in response can lead to customer dissatisfaction and damage a brand's reputation. In fact, customer service response time is a key performance indicator that directly impacts customer satisfaction and brand perception. A quick response time signals to customers that their concerns are valued and that the company is responsive to their needs.

The recent furore around Ola Electric and its issues with product quality, more importantly the absence of timeliness in Ola’s service response saw the company’s revenues and share price tumble sharply.

In a world that is increasingly getting polarized, where fame is fickle and memories short, marketers are well advised to cross their t’s and dot their i’s.

In conclusion, time, timing, and timeliness are essential elements for success in marketing. By understanding market trends, consumer behavior, and the importance of timely communication, businesses can create campaigns that resonate with their target audience, drive engagement, and achieve their marketing objectives. Launching products or campaigns at the right time, aligning with consumer preferences, and responding promptly to customer inquiries are all crucial aspects of a successful marketing strategy. By carefully considering these factors, businesses can maximize their impact and build strong, lasting relationships with their customers.

Anyone listening?