Media management is NOT a silo function !

Discover how to unlock the power of holistic media management. 🌱👇

In today's business world, media plays a crucial role. However, media strategies often work separately from overall business goals. In this article, we delve into the importance of internal communication of business goals and marketing guidelines for media planning purposes.

There are extensive studies on the topic. Among them, Helen Katz, in her comprehensive work "The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying" (2022), underscores the importance of grounding media planning in a complete understanding of the company and its specifics like competitive landscape, target audience,  marketing objectives and many more. 📚

- Aligning Media strategy with organizational objectives -

For SMEs, every penny counts. Therefore, clarity of purpose is key. Yet, all too often, media managers find themselves operating in isolation, disconnected from overarching business goals. Without a clear understanding of the company's strategic direction, media initiatives risk becoming misaligned and ineffective.

What should absolutely be communicated to the media team?

Clearly stating and sharing with the media teams the company’s vision, mission, ambitions and strategic priorities enables the media team to then work autonomously on strategies that are fully aligned with the company’s strategic goals. Missing this imperative communication stage leads to misalignments and inefficient media efforts.

At Odyssey, we always start by ensuring that business goals are clearly stated, before crafting media strategies that resonate with our clients’ broader vision. Whether the aim is market growth, business consolidation or margins protection, the resulting media strategy will completely differ. A well-defined business strategy serves as the guiding compass for media planning. 🚀📈

- Breaking down silos between Marketing and Media for effective collaboration -

Too often, marketing and media departments operate in isolation, each defining their target consumers or competitive positioning without any input from the other team or even from the management. Each department has their own hypotheses and definition, leading to marketing assets (visual creatives, copy and tone of voice, …) that may be considered as inconsistent or not judiciously used by the media teams in charge of consumer acquisition.

Odyssey recognizes that successful media planning requires close collaboration between marketing and media teams. By extracting the right pieces of information and leveraging the collective expertise from each department, we enable our clients to gain time and lay a strong groundwork by putting marketing specificities black on white once for all. The company’s value proposition, USPs (Unique Selling Proposition), competitive positioning and target audiences are clearly stated and serve as a strategic toolkit for media teams. 🤝🎯

- Leveraging this threefold perspective for powerful strategies -

For SMEs, the time has passed for treating media management as an isolated function.

At Odyssey, we specialize in providing a threefold perspective encompassing business, marketing, and media considerations. Our team's diverse background enables us to extract the right pieces of information from each department through one-to-one efficient interviews, gaining precious time and enabling strategic alignment. 🚀

Reach out for an introduction call with Odyssey to explore how our holistic approach to media management can elevate your business to new heights.

Odyssey crafts your media strategy and monitors its execution by your media technicians to ensure performance and ongoing alignment with your vision and goals.  

Media is definitely part of something bigger, isn’t it ?

We would love to read your thoughts on the topic.

For more insights on #MediaManagement, #StrategicThinking, #ContentMarketing, #DigitalMedia and #MarketingTrends, be sure to follow us on LinkedIn for updates.

Virtually yours,

The Odyssey team 🌟