The Internet has changed my tolerance for waiting. I can hear or read about a book and go order it on Amazon that moment. They can have it to me the next day. iTunes is even better. I can have the song I want in about 30 seconds.
More often, I want to just know more about something. I have a greater intolerance for a lack of information. There is no reason I should not be able to find out about a product or service via the internet. Companies continue to underestimate the need and the intolerance.
My latest example is Coca-Cola. They have started an advertising campaign for their new C2 product – a cola with 1/2 the calories. The commercial caught my attention. I went to the store the next day on a normal shopping trip and couldn’t find it. I thought it was a little odd, but decided to do some a little searching when I got home.
I could not find a thing about the C2 product on the Coca-Cola website. How is that possible? They are #91 on the Fortune 500. Over and over, they are considered one of the most recognized brands. First, result on Google is a blog-styled site called Carbwire. It looks like their information is pulled from a press release.
Advice to companies: People want to know about your products NOW and after they make a decision to purchase, they want them ASAP.