It is relative to:

• The brand”s objective
• The customer”s want
• The time at which the above two meet

Digital media scores over traditional media because it brings the factor of time rightly into the limelight. It can connect the consumer and the brand when both are in a position to engage. It is the difference between selling insurance outside a cinema hall and selling it at the client”s house on a weekend.

The customer might want it, and the product might sell itself as well, but they need to connect at the right time. The web and the mobile enable this very well. Search marketing for instance is the best example of time based marketing.

How to put time into advertising?

Analyse what information people are seeking, contrive your information according to the speed with which they require the information, and thirdly open avenues for longer interactions later.

Here is an example:

I am looking for the share price of Smursh (whenever it will get listed). I don”t want to know about how a broker’s demat account is practically free (at that moment of time at least), what I need is the share price so just give me a share price. Instead, pitch me an avenue I can use or come to directly the next time I want such an info – SMS update for instance, a Facebook Fanpage or even a website.

Ask him to connect on Facebook or a forum you have to discuss shares and stocks and on those platforms sell your product benefits.

Appreciate a person’t time and he will appreciate you.