Over the past 18+ months of uncertainty, consumer lifestyles have changed dramatically—everything from where we work and how children engage in schooling, to where we shop and how much time we spend with friends and family. These changes in consumer habits and media interests mean that advertising models have to change and brands must adapt to reach customers effectively.
Brands will allocate their advertising budgets in 2020 based on the paradox of growing media consumption while decreasing marketing budgets. With that, a brand’s ability to create genuine connections between itself and consumers grew increasingly important. Today disruption is the norm. Marketers must continue to navigate it and plan for the future.
Planning for future uncertainty isn’t just about changing processes; in order to thrive, it’s critical to shift from a fixed mindset to one of growth. Brands can navigate continuous disruption by focusing their planning efforts on people and evolving strategies, tactics, and increasing efficiency via connected planning. This paper dives into the importance of treating media planning as an always-on exercise rather than something done yearly—and how brands stand to become wiser through experimentation and experience.