Decoding Modern Marketing: How To Develop The Plan
Chapter 1 of this monthly series underscores why the marketing planning process is so crucial. It then guides you through developing a comprehensive consumer strategy and the tactics that will bring the strategy to life.
The problem with the complexity of today’s marketplace is that it is really easy to miss the forest because you’re staring at a particular clump of trees. Executives are often either too heads-down in execution or too out of touch with fast-moving trends to stand back and chart the right course.
As companies of all sizes continue their shift to a consumer focus, the purpose of “Decoding Modern Marketing” is to connect the dots and lay out a path. It provides a best practices view of what a brand needs to pay attention to and how the pieces should work together. (Read my previous post for more background.)
Now the first step is to develop a marketing plan. This planning process should produce a comprehensive consumer strategy and the tactics that will bring it to life. It ensures that you’ve done your homework and that your brand is ready to go to market. Moving forward without a plan, or one not based in evidence, is a recipe for disaster.
This first chapter (a total of 10) guides you through a step-by-step planning process that will ensure you don’t miss anything important. It doesn’t guarantee success, but it will make sure you’re off to good start.