The constant news of emerging digital technologies and multiplying streaming platforms can easily crowd out our attention to traditional media. New frontiers in online, digital, and mobile marketing often distract us from the continuing effectiveness of the tried-and-true media channels.

One classic method of audience targeting is based on generational attributes. I believe this remains useful, since consumers of different age ranges (on average) continue to consume media in different ways. However, I have noticed a growing convergence of behavior.

I’m often asked about how to balance traditional and digital media within a given media plan. There isn’t a quick or easy answer, especially in this time when both the media landscape and consumer behavior is changing faster than ever.

Google announced last year in a blog post that they are building a ‘Privacy Sandbox’ solution that will keep data on a user’s browser, rather than storing it on servers. This new solution is expected to roll out in 2022.

Flexibility has been a driving component of 2020 media strategies as we all work to navigate the difficulties brought on by lockdown orders or an ever-changing array of advertising outlets. I’ve pushed my team to be prepared rather than reactive.

This year has created a large population of people eager to feel connected and striving for more personal communication, and they want that communication however they can get it. Sending mail will definitely catch eyes when consumers open their mailboxes.

In the past, QR Codes were typically used to drive traffic to a static landing page with information about the product or service being offered. Courtesy of the pandemic, brands/businesses started thinking outside the box to keep messaging consistent. Services

Programmatic buying is taking over the media world across all tactics – display, video, social, and even moving into OOH ads. Programmatic advertising is a key element of any media strategy I build for clients, but what exactly is it?

Keeping a flexible marketing and media strategy has been a common theme for 2020, and I don’t see it disappearing anytime soon. With consumer trends in a constant state of flux, it’s important to reframe your goals, placement, and KPIs.