The answer has to be the strategy, and in order for strategy to be the beacon, a few things have to happen:
- The business strategy needs to be realistic and achievable and the resources assigned to execute upon it need to be on par as well.
- The advertiser needs to be able to clearly state and share its business strategy with all of the stakeholders who will be responsible for executing it.
- All stakeholders need to understand how the success of this strategy will be measured in the eyes of the advertiser in precise terms.
- All players need to come together to understand, acknowledge collaborate upon, and respect the strategy. This means the advertiser and its internal team plus its traditional, digital and PR agency partners and technical developers. In an ideal circumstance, all of these players would be willing to forfeit some of their slice of pie in order for the overarching strategy to benefit. This is called doing the right thing, by the way.
- Testing new ideas should be built into this process, but the test should also come with its own goals, objectives and measurements.
- Regular review periods need to be built into the term so that the impact of the efforts can be compared against the business objectives and adjustments can be made as needed.
- The advertiser has to be committed to its own business strategy, objectives and metrics – expecting to achieve results when the target constantly changes just sets everyone up for failure. If the strategy is failing, however, don’t take the ship down just to protect the strategy. In other words, be committed but know when to cut your losses and re-group, too.
For the digital media planner, this brave new world means never sitting back on your laurels. Past experience is not necessarily a predictor of future behavior in this ever-changing world.
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