Build A Better Digital Media Strategy

Moving up the digital media buying maturity ladder requires a plan that improves digital media buying practices across all six key dimensions of maturity over the long term: culture, organization, planning and execution, customer data management, measurement, and technology. Marketing leaders can create a strategic plan that highlights short-term easy wins and competitive differentiators for the long term. This report outlines the strategic plan for marketing leaders who use digital media buying as a tactic. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.