Many marketers get caught in the snare of a marketing plan.
In today's marketplace, planning can be made obsolete faster than the plan can be launched. It's OK to blame social media, but it's probably not fair to shoot the messenger.
Planning should be thought of as an imprecise art. There really is no science in planning. The art of planning is to consider a set of observable conditions and to set a path in the direction of changing the condition to the desired outcome.
In my experience, most marketing plans are based on faulty input. The first law of marketing is that there are NO LAWS. There is no gravity in the mind of a consumer. There is nothing to learn, other than a history lesson, from what a consumer does today, because she will do something new tomorrow. So will he.
Consumers cannot be counted on to behave in any habitual manner.
This is what excites me about marketing.
Consumer behavior is fickle.
My daily to-do list is a not-so-gentle reminder of how quickly things change. When I write the "one thing that matters most" on my list, very early in the morning, I'm stunned by how quickly it is replaced by new input—from a text, an email or social media message.
We adjust our to-do lists because of a compelling reason. We must be aware of changing market conditions in our planning.
This is a good plan:
1. Review your Marketing 360 wheel.
2. Touch each tactic, one time, TODAY.
3. Talk to one customer. Ask the right questions and then ask why.
4. Talk to one vendor. Never underestimate their market knowledge. (They know stuff before you do.)
5. Change your mind about something.
Finally, pray the Lord's prayer. This prayer is a powerful petition to keep us focused on today.
The Holy Spirit's to-do list is much better than mine.
Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.
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