There was a time when building a marketing plan was more anchored in routine. A good marketing team would leverage this relative stability to accumulate knowledge and benchmarks over the years, until its understanding of the market became its competitive advantage.
Digital changed the pace and turned marketing’s daily grind upside-down. Like restless kids, we were too happy to have an excuse to stop learning – we just wanted to play with the shiny new toys.
For the avoidance of doubt, this is not an anti-digital article. What I find interesting is to how the emergence of digital has been...