In 2016, our industry continues to rapidly shift from TV-led to digitally led marketing, making it more important than ever for marketers to reimagine their approaches to marketing and take steps to move the industry forward.
To kick off the new year, we’re sharing a page from our Marketing Leadership Playbook week by week, to help set marketers up for success in this digitally led era. This post marks the fifth of our Marketing Leadership Playbook blog content series “Reimagine (Almost) Everything.”
In post V of our Series, our President Jared Belsky shares that as the media model accelerates to become more complex with the rise of digital, social and real-time data, marketers must reimagine their strategies to remain ahead of the competition. “While brands could once win by having the biggest spend and deepest pockets, today competitive advantage comes from having the most rigorous execution and smartest approaches to winning in the ‘last 10 yards,’” says Jared. The advantage stands in reaching consumers in the right places, at the right times, and with the right content. In his post, Jared dives into three important considerations for marketers reevaluating their media strategies in 2016.
- Reinvent the RFP. “The RFP should be a lens into real insights about a brand, its customers and its business challenges,” explains Jared. This will allow agencies and technology partners to better address and showcase solutions to the brand’s challenges. To do this, marketers must change the core areas of the RFP, including costs, transparency, experience, competency, and talent.
- Acknowledge That Tech Isn’t a Stand-Alone Solution. It is foremost important to have a strategy in place, and then seek to understand how technology can accelerate it. “The combination of talent (intelligence) and technology (efficiency) is needed for the best solutions,” shares Jared.
- Plan Content and Media Concurrently. With advertising being more personalized and relevant than ever, and with consumers connecting with brands across multiple formats and devices, it is important for marketers to frequently engage with consumers in unique ways. Fully integrated platforms, cross-channel device delivery and advanced targeting and analysis can help marketers advance their strategies. Jared additionally homes in on the fact that, “brands must prioritize both content and media to take advantage of all of this progress.”
To download the full Playbook click here. To read more on how to reimagine media, scroll to page 18.
In case you missed it, be sure to check out Post I of the series: “Reimagine (Almost) Everything: Establishing New Success Metrics,” Post II of the series: “Reimagine (Almost) Everything: Digital as an Organizational Mindset,” Post III of the series: “Reimage (Almost) Everything: What Worked Before to What’s Right for Now,” and Post IV of the series: “Reimagine (Almost) Everything: From Real-Time to Right Time.”
Cover photo via Belmont Abbey College.