In this post by David Meerman Scott on Web Ink Now, David discusses efficiency and how it can contribute as a marketing factor over the commonly considered cost, popularity, size and speed factors that influence purchasing decisions.

David uses his daughters first day in college as example to express his gratification in the experience he had with the efficiency on move in day at Columbia University vs. the apparent disorganization he viewed while driving by a neighboring university.

The students who greeted his daughter, helped her bring in her things and directed him to parking, made the move in experience efficient, which in turn, made him feel good about his decision to purchase their tuition. Because he was happy with the efficiency, he spread the word about his positive experience. Maybe it’ll refer a new student or two to Columbia.

What are some examples you’ve seen in which efficiency has made you feel good about your purchase? Are there any particular businesses you can think of that fit this efficiency mold well? Do you think this is something more businesses should be considering in addition to or more significantly than the common factors mentions above such as cost? Is efficiency something you are currently considering in your marketing strategies?