It’s About Time: Why Your Marketing May Be Falling Short

Executive Summary

The proliferation of digital channels and options for customers heightens the importance of an under- sung variable: message timing.

Bain’s global survey of marketers finds that marketing leaders understand the value of making timely connections with customers, and how technology can help.

Timing comes into play through signals, sequence and speed. And the technology now exists for mar- keters to test each with high confidence.

Mastering timing raises the odds of seizing attention for the immediate purchase and building brand equity in the longer run.