Media planning: Grow organic planning and buying

Technology and the digitally-empowered consumer have changed marketing and communications almost beyond recognition.

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...

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