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).
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It’s Time To Prioritize Market Insights Evolution

Market insights professionals typically have to make a lot of decisions around how to optimize a limited budget with high (and ever increasing) demands for insights. Which stakeholders? Which projects? Which methodologies? Which vendors? Which tools? The decisions facing market insights leaders are tough ones, and prioritization is an imperative.

Unfortunately, what often doesn’t get prioritized is the evaluation and development of the market insights organization’s own capabilities! Without investing in itself, market insights runs the risk of getting stuck in a vicious cycle:

In the past months, Forrester has researched and analyzed how market insights professionals can turn this around. We have just published the first six chapters — and an executive overview — of the Market Insights Optimization Playbook. What steps and guidance are shared in these reports? They will help you:

  • See where you need to be. Forrester provides you with a vision of what market insights can become, and what it needs to become, in order to keep its stakeholders customer-aligned and ahead of competitive disruptions.
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