Events now unfold light years faster than a conventional campaign can deal with. A nimble, real-time-oriented competitor may snatch an opportunity before you even notice it’s there. Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It’s a real-time world now, and if you’re not engaged, you’re on your way to marketplace irrelevance. There’s nothing wrong with long-term planning, and there’s nothing wrong with investing a lot of money in marketing campaigns, but there is a decisive advantage for those who have the speed and agility to do something really, really quickly to engage the marketplace when the marketplace is ready, not when you happen to be ready with your campaign.
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