It must be the season for marketing planning. Recently I’ve gotten multiple requests for pointers on how to develop a great marketing plan – even from my spouse who’s in a marketing strategy role for a major wireless company.
My reference library was packed away, due to an office remodel, so I launched a Google search – and was underwhelmed with what I found online. There’s an amazing discontinuity in the resources available: a chasm between the traditional contents of a marketing plan and the implications of the online/interactive arena, ecommerce, and the pressure for measurable, accountable vehicles for marketing activities. (Needless to say, the gap between what’s publicly available and what’s needed is one of the reasons why companies engage consultants like me.)
Here are some of the issues.