A marketing plan should typically be:

A marketing plan should typically be brief and informal because it needs to be a flexible tool that can be easily updated and adapted to changing circumstances. A concise marketing plan focuses on key strategies, objectives, and target audiences without being bogged down by excessive detail or formalities. This approach allows marketers to maintain clarity and focus on essential elements, making it easier to communicate the plan to team members and stakeholders.

Being brief does not hinder the effectiveness of the plan; rather, it encourages efficiency and agility in implementation. It allows for quick adjustments as marketing environments shift, which is crucial in today's fast-paced market landscape. An informal tone can also foster creativity and collaboration among team members, enhancing brainstorming and innovative solutions.

In contrast, an overly long and formal document can stifle creativity and slow down decision-making processes, making it less effective as a guiding framework. A simple product list lacks the comprehensive strategy needed to actually guide marketing efforts, while a digital format alone does not encapsulate the essence of a marketing plan, which is about strategic thinking, goals, and execution rather than just the medium of presentation.