When the economy takes a sudden downturn, many businesses will instinctively slash their marketing budgets in an effort to preserve that bottom line. While it might seem like a logical move, these cuts can actually do more harm than good.

As the media marketing landscape evolves, I believe that adapting your strategy to the specific industry you’re targeting is more important than ever. From higher education to professional services, each industry requires a personalized approach to engage its audience successfully. 

Carefully targeting your audience is a crucial component of every media plan. Without over-generalizing, it is important to recognize that the different generations have shared values, behaviors, preferences, and attitudes towards products and services. What are some of these characteristics?

AI algorithms can analyze data from a variety of sources such as consumer behavior, demographic information, and previous advertising campaigns to predict the best media channels and target audience for a particular advertising campaign. AI also helps automate media buying.

For agencies, planning and placing media can feel a lot like juggling: tracking all the individual plans for different clients like balls in the air. As we begin the new year, what are some tips to help smooth the process?

2022 has been a dynamic year in the media industry, and the changes to marketing technology and opportunity don’t appear to be slowing down. As we approach 2023, what trends in media planning and buying are seen for next year?

Political season is finally over, and viewers finally get a rest from the deluge of campaign ads that have been running all year. And marketers get a rest from the struggle of trying to place ads in crowded media markets!

Second only to print publications, radio is the oldest form of traditional media. But traditional broadcast radio still has the highest reach of any medium and continues to demonstrate effectiveness. So what are the basic principles of radio marketing  plans?

Both broadcast and cable are seeing steady decline on a yearly basis while streaming continues to grow. In addition, more streaming platforms are moving to offer ad-supported versions of their previously subscription-only services, expanding their potential audiences and the opportunities.