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Not all digital wisdom and best practices are created equal, so we’re going to spend the next couple of Mondays taking on some prevalent digital marketing myths. In this post, we’ll examine the media planning boom and its ripple effects.

At last check on LinkedIn and other job-posting sites, media planning positions outnumbered media buying positions by more than 6:1. This reflects a big shift in priorities in an AI-powered media landscape in which bidding and targeting are more algo-driven and extensive research in customers, competitors, market trends, and other insights is becoming more valued.

So should marketers switch strategies to super-intensive media planning that shapes campaigns? Yes and no.

Media planning has a huge place in sophisticated, successful campaigns, but too much front-loaded planning and not enough iterative testing as campaigns progress can hamstring both performance and realization of insights that lead to more growth. The upshot: yes, do your research, but don’t skimp on testing because you used all of your resources on planning.

For more insights on this and other topics, including the Facebook/Google duopoly and the rise of voice search, download the full guide to 2020 Digital Marketing Growth Disruptors. And check back next week for our take on our next topic #2: the role of creative in the age of machine learning.

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