Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution

82. Real-Time Marketing Planning

Real-time marketing planning is the process of making ongoing updates to sections of the plan so that it is always fresh and responsive to changing market conditions. In today’s market, once-a-year planning is not effective. It needs to be linked to operational processes so the planning process becomes of the responsibility of everyone, not just marketing. Most companies have a quarterly operational review, and this is the best possible way to integrate marketing, planning, and operations.

Figure 80.1 integrates each step of the P•R•A•I•S•E Marketing Process into a yearly and quarterly operations review. The top headings define the sections of your marketing plan and how often they should be updated. The bottom ...