Wednesday, July 3, 2013

What is the Opportunity Cost?

McKinsey & Company just recently published a great piece “The coming era of ‘on-demand’ marketing”. In this piece they go on to describe the changing mindset of buyers and the need for being able to provide on-demand content simply to users anytime, anywhere, on any device. They even go on to say “marketing is headed toward being on demand—not just always “on,” but also always relevant, responsive to the consumer’s desire for marketing that cuts through the noise with pinpoint delivery.”

For many years now in my career I have been reinforcing with clients the value of being “always on”. However in a recent water cooler conversation (or I should say coffee pot conversation) with a co-worker Sam, he flipped this and asked a great question:

"What is the opportunity cost?"

What is the opportunity cost of not always being “on”? Mind share, Engagement, Opportunity Pipeline, Decrease in thought leadership, Market share, etc. It can be a long list.

It’s clear that IT Buyers expect and demand this always “on” content strategy in today’s market, so what will you lose by not being there?  Let me be clear, if you are not seeing a strong ROI from a marketing effort I am not suggesting you continue with it for the sake of always being “on”. That said, if there is tangible ROI, why would you slow it down, or worse pause it, and cost yourself opportunity?

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