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This is the Organization report in The Digital Media Buying Playbook.

For Marketing Leadership Professionals

Build An Empowered Media Buying Team

October 18, 2012

By Joanna O'Connell, Michael Greene with Christine Spivey Overby, Emily Riley, Elizabeth Komar

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Why Read This Report

Long-term, digital media buying success requires a commitment to the right partnerships, staffing, and organizational structure. The organization report in the digital media buying playbook will help interactive marketers plan and assign roles and responsibilities for multiple digital media goals and organizational models, as well as for varying levels of responsibility both internally and with agencies and other partners. Use this stakeholder map as a template for aligning digital media responsibility effectively across your own media buying practice.
Tags: Advertising, Advertising Agencies, Interactive Marketing Strategy and Process, Marketing & Strategy, Marketing Organization & Culture, Media Buying, Media Mix
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TABLE OF CONTENTS

  • Three Organizational Approaches Support Digital Media Buying
  • Effective Digital Media Buying Requires Eight Major Tasks
  • Forrester's Stakeholder Map Assists With Roles And Responsibilities

  • RECOMMENDATIONS

    Emphasize Communication To Drive Better Digital Media Buying
  • Supplemental Material
  • Related Research Documents
 
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