What is required to ensure that the media optimization process is fully integrated into the marketing plan?
RYAN: Marketers will have to do some things they’ve never done before. There is no benefit to any of these systems if you don’t use the information or make decisions differently. Decision-makers need to actively incorporate this new information into the process and take what you might call a benefit-based approach to budgeting. Instead of sticking with the same vehicles and annually investing incrementally in each medium because that’s what you’ve always done, you select vehicles based on their ability to drive business results within the context of the whole plan. The focus needs to be on the mix, not on making individual vehicles more efficient in isolation. WHITE: It’s going to take client and agencies working very closely together and building a plan that is iterative. It will take some pioneers — on both the client and agency sides — who set a standard for others to follow because their return on investments will be much higher. The senior managers running agencies today fully u
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