Remember when Superman flew around the earth at warp speed? That’s a little bit how the world of communications feels right now. Things are moving and changing so fast, it’s difficult to keep up.  And having a solid strategy in place is more important and more complicated than ever before.

Constantly reviewing, evaluating and adapting that strategy to your audience is critical to success.  You need to be thinking about brand, awareness, segmentation, media mix, key messages, objectives, social marketing, controlled messages, uncontrolled messages, interactive, traditional, non-traditional. Who am I talking to and why?

Oh, and by the way, these all need to be carefully watched and monitored. They should evolve quickly, frequently and as often as necessary.

Strategically speaking, getting the right message to the right people at the right time can be complicated, confusing and frustrating.  The approach is changing from repeating what you want to say, over and over, to saying what your audience wants to hear, where your audience wants to hear it, in a way that your audience understands cares about.

Your strategic plan needs to move from awareness to personalized customer messaging faster than ever.  Segmenting and relevancy matters. It doesn’t even sound easy, but I am convinced that the only way to get there is to put that solid strategic plan in place, execute as planned, evaluate constantly and change as fast as your audience does.