How To Create An Audience-Obsessed Digital Media Buying Practice

Over my last two-plus years at Forrester, I’ve spent a lot of time thinking and writing about how the people, processes, and tools that touch digital media buying must transform.  In this age of always addressable customers, where hyper-connected, on-the-go consumers’ expectations of brands are higher than ever, we all know in our gut that our media planning, buying, optimization, measurement, and messaging must get smarter, faster, and more audience-obsessed.

But where and how to start?

We at Forrester have created a brand new research framework — called playbooks — designed to not only help you figure out where to start but also to give you a practical step-by-step guide to the how to help you achieve mastery in  a given area. 

That said, I’m very pleased to introduce our very first playbook dedicated to digital media buying to help you become the data-driven, audience-obsessed, channel-agnostic marketer you both want and need to be. With this playbook, we’ll help you:

  1. Discover what the future of digital media buying will look like in our vision module; get a handle on the latest trends in key paid digital media channels including display and video in our landscape module; and learn how to make the business case to invest in upgrading your digital media buying in our business case module (to be released in the coming months).
Read more