As humans, we need to break down time into manageable chunks and create milestones that give us a chance to reinvigorate ourselves and start afresh. While Jan. 1 tops the list of these “blank slate” benchmarks, July 1 often marks the beginning of a new cycle, which for professionals, can also mean creating a new annual marketing plan.
While I’ve grown up in business thinking in terms of an annual marketing plan, I’m not certain that continues to make sense. Business and product life cycles are so fast now that planning for a full year really doesn’t work. Consider how seemingly only yesterday, Nokia was the most recognized cellphone brand and BlackBerry was the coolest phone. Yet both companies are now fighting to stay in business. Flip Video’s heyday endured, it seems, about six months, and then production ceased. Undoubtedly, a yearlong marketing plan would not have benefited those companies.
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