We all know that things change faster than they used to. Introduce a new product, service or technology, and within months, your competitors are doing the same. There’s an implication here for your marketing. As the pace of change doubles and triples, it means that your marketing tools become outdated much more quickly than ever before. A website that seemed sleek and current three years ago looks tired and boring today. The SEO tools that worked then get you penalized now. The colors that were trending, now look dated and drab. The stock photos you were first to use in your brochures are now everywhere. As you create your next marketing plan, then, you should include a clear-eyed review of your existing marketing, to see what still works and what needs work.
