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Posted by Joanna O'Connell on October 19, 2012
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:
If you’re already feeling overwhelmed just reading this, don’t worry: A great first stop is the executive overview. Where you go next is up to you!
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