"But given how just about anything can change on a dime, especially in the marketing landscape, a rigid media plan is actually one of the riskiest strategies you can adopt. Rather than locking yourself into a 12-month commitment, what if you approach 2026 with a framework built for change? An agile, full-funnel media-buying strategy allows you to react to the market in real time, pivot when necessary and, ultimately, drive better results."
"The problem is that they're built on assumptions. You assume that your target audience's behavior will remain consistent, that your competitors will follow predictable patterns and that new platforms or technologies won't emerge to disrupt your industry. But think back to the last few years. How many of your initial assumptions held by the fourth quarter? The market is in a constant state of flux. Consumer preferences change."
Annual marketing budgets often become rigid 12-month plans based on assumptions about audience behavior, competitors, platforms, and economic conditions. Such rigidity risks wasted spend when circumstances change. An agile, full-funnel media-buying framework enables real-time reaction to market shifts, pivots when necessary, and seizes emergent opportunities. Year-start resources provide a chance to build flexible plans that can breathe and adapt rather than locking into a scripted plan. Comfort and easy reporting come from annual plans, but adaptability and continuous optimization drive better results amid shifting consumer preferences and platform disruptions.
Read at Forbes
Unable to calculate read time
Collection
[
|
...
]