Superman comic #199 (1967) introduced geekdom to what is now an age-old question: in a race around the world against the man of steel (Superman) and the human speed demon (Flash), who is the fastest man alive? The answer is irrelevant (it’s obviously the Flash—he’s a man; Superman is an alien). But let’s apply it to retailers and marketing: in the race to reach the consumer, who is the fastest brand alive?
This is an age of near-instant gratification. Consumers have access to the products and services they’re looking for right at their fingertips. Mobile commerce and browsing continues to rise and brands have the potential to reach their target audience at any time, wherever they may be.
But how efficient is the brand at satisfying the customer’s needs? The old adage of the tortoise and the hare does not apply to e-commerce: fortune favors the swift. But many brands haven’t quite [...]