Conclusion: Keep tuned to the market Marketing planning is a dynamic process because market con- ditions are changing so rapidly. Just a few years ago, Facebook, Twitter and other social media were seen as something for con- sumers. Now they're mainstream business media. Cloud computing is a term you might have heard about if you walked past the IT department. You'll be hearing a lot more about it in marketing because it's set to give you some power- ful new tools. What would you give for instant IT resources when you're running a major launch or managing campaign response? Wouldn't it be great to have access to vast amounts