As apps like Snapchat, WeChat and WhatsApp show, we are quickly moving toward a reality in which everything happens in real time. From communication to coordination to purchase, marketers will need to react with the pace of consumers (think "right time, right message, right place" on steroids). The point of engagement and the point of transaction are converging, meaning brands that can offer immediacy, personalization, authenticity and accessibility will win out.
The natural outcome of this real-time reality for people is the expectation of instant gratification. We are rapidly approaching the instant gratification inflection point, closing in on the time when consumers demand products and services delivered anywhere at any time.. . . more