Media planning: Grow organic planning and buying
Melanie Varley and Charlotte Wright MEC
The digital 24/7 era needs a new 'organic' approach to media scheduling, where resources are continually reallocated to the most effective ideas and content during the campaign, based on consumer response
In the age of the social web, the annual marketing plan has become a barrier to more active engagement with consumers. Technology, data and the digitally-enabled consumer have changed the marketing and communications industries almost beyond recognition. As a result, advertisers and marketers have realised that, to adjust to this changing landscape, it is crucial...