Organizing your year around optimization, agility, and client communication doesn’t just set you up for success—it’s a recipe for happy clients. Your clients depend on your expertise to produce great results and return on investment (ROI), after all, so how can you be sure to get into a groove early in the year? By making a plan and then preparing for that plan to change!
As we’ve discussed, being a media buyer is a unique position that requires you to keep up with industry trends and innovations. You’ve noticed changes over the past year, so how will your goals for your clients be different in 2017? Are you shifting your focus to data-driven buys? Are you suggesting your clients pair channels like mobile and TV?
Setting goals for yourself and your clients will provide a foundation for upcoming decisions, ensuring you know how to measure viability and success against important needs.
Be Ready to Change
Optimization is the name of the game. Gone are the days where planning means buying for the calendar year and moving on. Automated buying makes it easier to plan for the year and make data-informed purchases, but with Videa’s upfront technology, buyers still have the flexibility to optimize. As MediaPost points out, programmatic purchasing is part of a process that should ultimately enable buyers to adapt to changes throughout the year as more data becomes available and things change (as they always do).
The industry is moving closer to true omnichannel marketing, with data allowing brands to target specific audiences across various mediums. Recode says it even more clearly: We’re moving toward a reality where there won’t be a difference between audiences for television and digital video and digital advertising. These developments happen quickly, and the best way to handle them is to prepare and answer with agility and the readiness to adapt quickly.
In addition to watching for optimization opportunities and anticipating changes, be proactive with your clients. Based on what you know about each client, determine what you should communicate to keep them feeling informed and involved. If they’re hearing from you—rather than needing to send an email or call in order to find out how strategy, purchases, and results are looking—they’ll feel valued. And valued clients are happy clients!
Take the time now, early in the year, to figure out what you want to accomplish, where you see the potential for improvement, how to be ready for change, and how to keep your clients involved. A good plan will pay off, for both you and your clients.