Marketing… what’s working, what’s not and what’s new.

Get ready: Data privacy rules are changing! Every business should know what’s happening, and how to still get your marketing message across to the right people. 2020 is almost over. Phew!

But don’t skip out media planning. We’ll show you whether you should go month-to-month or buy ahead. (Insider secret:There IS a big difference between the two.)

And if you haven’t already experienced 2020 shredding every sense of normalcy…Tada! Now consumers have changed how they’re consuming media.

But don’t worry. We’ll tell you what you need to know.

Data Privacy: Get In-the-Know

Privacy laws are changing to prohibit advertisers like you from narrowing your audience based on geography, among others. But you don’t have to be victim to ever-changing data privacy laws.

• Your customer database is your lifeblood, and it’s important that it’s buttoned up.
• While you can’t segment audiences like you used to, you can shore up leads and customers to effectively practice personalized and 1:1 marketing.

Takeaway: It’s important to figure out what type of data you should collect to execute a successful campaign.

Year-End Media Planning Has Started

It may be tempting to go month-to-month on your media spending, but for more businesses, annual buying provides better ROI and flexibility.

Unless your media strategy team is comprised of guys like these…

Here’s why annual planning is better:

• You can develop a strategic plan for the entire year, rather than piece-mealing media on-the-go.
• You’ll secure better rates, especially for television, cable and radio.
• You’ll ensure secured inventory and avoid program sellouts.
• You can get greater added value and incentives with media partners.
• You’ll experience fewer occasions of getting bumped by higher paid ads.
• You’ll have greater flexibility when you need to make a change.

Takeaway: Get your team together and talk about your strategic annual media plan, and then purchase what you need.

Do You Know How Consumers Are Consuming Media Now?

If there’s one good thing to come out of the pandemic, it’s that it changed the type and the way people consume media:

• Older consumers are turning to streaming services more often.
• The number of all consumers using streaming video has increased greatly.
• More people are consuming news programs (watching or streaming).
• Radio listening has increased as well.
• Read more.

Takeaway: The growth in media consumption means new opportunities for advertisers.