Why we're pursuing a flawed model
Before the advent of the internet, marketers adopted a certain style of thinking:
You have to do this in the offline world because of lead times, print schedules, etc...
And when it all goes wrong (if we even realise it's gone wrong), we shake our heads and repeat the exact same process with slightly different variables and expect different results.
The world moves faster than ever and your annual, bi-annual, quarterly or even monthly strategy just won’t cut the mustard if it's left unattended.
The whole approach is outmoded and unfit for the modern world.