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Why planning is key to marketing

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Marketing is not something that ought be done haphazardly, it is something that requires a plan, and the better the plan, the more effective the marketing is going to be. It used to be that once every year to six months a group of marketing team members, and some company executives will get together and make a plan for marketing your business. This is no longer the way your marketing should occur. Marketing has changed because there is a constant need to adapt to changing market conditions. The global marketplace is ever changing, and unless you have a plan, how can you assimilate and adjust strategies fast enough to respond? You can't. Consider the following:

You have to apply a new way of planning in real-time, that is part of your day-to-day operations, rather than an annual event. In other words, create a working marketing outline. This is a plan that can be adapted and adjusted on a daily basis if need be. It is a real time plan, which addresses the needs of the market you are in.

Planning helps make marketing more measurable. A good marketing plan requires some form of metrics that are measurable so that you can track the results and determine if your plan is working. It allows you to see the weaknesses in your marketing strategy, as well as your strengths, and help you more efficiently dedicate your resources to the things that work, and forget or adjust the things that don't.

Planning allows you to develop the most efficient methods for reaching your customers. In other words, you aren't going to just take a shot in the dark, you are going to do some market research and determine the best ways of reaching your customers, and starting conversations with them. This might involve using social media to create conversations, or it might mean an email marketing campaign, or a blog, or a combination of several methods. The point is, planning means having more planned for results (success).

Helps companies keep pace with customer needs. A good marketing plan is adaptable to the customer's needs.If you have a plan in place, you can provide your customers with the information, and conversations they require to stay loyal and informed on your brand. This is critical to marketing success because customers are what drive sales. If you want to have a successful marketing strategy, it needs to be customer focused, where your customer's needs are in the forefront of all of your plans, including your marketing.

If you want to succeed, a plan is always going to help, just remember to keep your marketing plan flexible, allowing it to adjust to changing market needs. Involve your employees at many levels to make sure your marketing plan truly meets the needs of your customers, and that your staff is behind it. And do your homework to make sure

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