The Marketing tracking speed.

VOL. 0038 – FLORIDA, TUESDAY, OCT 31, 2023

Juan F. Arjona Harry

President & CEO Strategee

Commonly, especially when you have the resources to execute marketing and when this is well designed, the result of an acute analysis of the competitive environment and the company's own position, arises naturally anxiety for results, so the marketing Manager, and on many occasions-CEOs expect marketing strategies and actions, to produce results quickly.

In some cases, a bit by the same anxiety and in many cases, because of ignorance, situations have ended up in the firing of employees, staff sometimes-valuable, due to the lack of marketing results in the short term.

So there is something that cannot be ignored in order to have the big picture in the complex task of developing, designing and implementing marketing activities, for getting tangible results (visible and palpable in the management indicators to demonstrate profitable growth) three things are necessary:

1. Methodology.

2. Money.

3. Time.

We will focus on time in this paper.

The time dimension in the formulation, design and implementation of marketing activities, plays a critical role as the time appears in two variables at a time. On one side is the marketing team of the corporation by interpreting the market, consumers and competitors, developing, designing and executing marketing at a rate that in global corporations will be 300 miles per hour, but at the end of the process, the market, is a consumer which can only reach 10 or 12 miles per hour.

Why does this happen?

The cause of this is that in the consumer or client side, there is an individual whose daily dynamics are totally immersed in the daily basis and personal dilemmas, and at the same time, in the midst of dozens of advertising messages that also want to conquer the consumer’s mind and heart to enter its constellation.

So even though from the marketing team things are being done properly, by the consumer side there is an individual who lives one day troubled in its own becoming, in his own condition to be an objective of many more brands, promotions and advertising, so that consumer receives the marketing effort as one more effort, which will require a long time of repetition, of support, stability, maintenance of "learned, reinforcing and persuading" effectively, consequently the marketing effort can begin to be processed, then to be understood, then internalized, and at the end get to the modification of consumer behavior giving habitual consumption.

This really is named Marketing tracking speed.

Ignoring this in the formulation and execution of marketing generates despair, anxiety and a lot of pressure for marketing results that leads in harmful premature change of strategy that brings only frustration and wasted marketing investments.

It is not about waiting for years ... is about understanding the time in which the strategy formulated and implemented (with adequate methodology and investment) will start to produce results.