Media Planning in a Web2.0 World

A very interesting post from Darren Herman (his blog: DarrenHerman.com) over at AdAge.com: How to Plan Media in a Non-Linear World :

We live in a non-linear world but are taught linear business processes. Yikes. We’re doomed. Grab the Starburst and let’s head down to the cellar to hide.

It’s 2008. Wake up. Drink some Patron and lets start thinking rational: How do we harness our non-linear world?

New digital brief given to [insert agency name] by a client.
“Can someone put together a ComScore run?”
RFP the top 25 on the list
Media planning time …
[…]
Linear thinking would lead us to pick the same process over time and usually select the top sites on the list and work with them. Non-linear forces us to work harder and sometimes, chaotic, but allows us to participate in a non-linear world much better. With this said, we need to start developing the tools, processes and technologies to harness our knowledge in a non-linear world. I haven’t seen many tools that do this, but I’m certainly willing to listen.

Darren is asking for input on new ways and tools/technologies to support and tap into the new possibilities which arise in this very fragmented Online world.I think the “chaotic element” is what makes this question really challenging. How do you account = plan for this?

Are you gunning for the big properties or what is your process to target your audience?

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