Are marketing planning tools from the 1960s and 70s still relevant in the digital age?

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There’s no doubt that we’re now living in a digital age, however when predictions are made at the beginning of each year, I always hope the one about ‘digital’ being dropped will come true and we can go back to just using ‘marketing’.

If we look at the Chartered Institute of Marketing’s definition (created in 1976), there is no mention of traditional or digital. For me the word ‘process’ is key.

“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably”

When we study marketing we learn about various processes, models and tools such as Porter’s Five Forces, and the BCG product portfolio matrix. While they have been taught for many years, I believe they’re still as relevant today. They provide useful frameworks to help with gathering and analysing the information we need to understand the needs of our audiences and meet business goals.

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