What Marketers Can Learn from That One Friend Who’s Always Late
We all know that one friend who says, “I’m five minutes away,” when they haven’t even left the house. You sigh, check your watch, and remind yourself that this is just who they are. But while being late might be forgivable in friendship, in marketing, it’s a whole different story.
Timing in marketing isn’t just about posting on schedule. You need to understand human behaviour, anticipate needs, and show up right when your audience needs you. So, what can marketers learn from the friend who’s always late?
Timing is Everything, But So Is Context
In marketing, punctuality doesn’t always mean being first. Just as your perpetually late friend sometimes arrives with a good excuse – “traffic,” “the dog got out,” or “I brought snacks!” – your brand, too, can recover from a delayed campaign if the timing feels right.
The key here is contextual awareness. Marketing agility means understanding your audience’s mood, attention span, and moment in time. A campaign that hits too early can feel irrelevant, while one that lands too late can feel stale. Perfect timing builds trust because it tells your customers that you’re paying attention.
Reliability Builds Reputation
When your friend shows up on time (for once), it feels like a pleasant surprise. But imagine if they were consistently punctual – you’d trust their word a lot more.
Brands work the same way. Reliability reinforces brand reputation. Consistency in content, response times, and campaign delivery tells customers, “You can count on us.” That trust compounds into loyalty, because when customers believe your brand will always show up when it matters, they stop checking their watches.
Flexibility Is a Feature, Not a Flaw
Sometimes, life happens, and being “on time” isn’t always possible. In marketing, last-minute changes or campaign pivots are signs of responsiveness and marketing agility, not failures.
Like your friend who rolls in late but adapts effortlessly to the vibe, your brand should be flexible enough to adjust its tone, creative approach, or channel based on what’s actually resonating. Audiences reward brands that can read the room, not just stick to the schedule.
Empathy Makes All the Difference
Your late friend might be chaotic, but you forgive them because they care. They listen, they remember birthdays, they show up (eventually) with heart.Marketing that mirrors this empathy wins. When you connect timing with understanding, and more importantly, reaching customers when they need you, not when it’s convenient for you, you create moments that feel human. Campaigns built on empathy go beyond converting; they create connection.
Conclusion: Don’t Just Show Up. Show Up Right
While ticking boxes and meeting deadlines are important, punctuality in marketing is actually about meeting expectations. Your audience doesn’t want perfection; they want presence.
So whether your next campaign is running a little behind or ready to go early, ask yourself: Are we showing up in the right way, at the right time, with the right intent?
In the end, good marketing, like good friendship, isn’t about being on time. It’s about being worth the wait.
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Flume is an independent, full-service digital marketing agency providing services that include SEO, web design and development, public relations, media buying, client service, UX/UI, and creative production. For more information visit www.flume.co.za or email us at [email protected] to say, well, “hello”.
