Has Digital Changed Approaches to Media Strategy Making?

Abstract

Purpose – This research explores concepts and processes within strategy making in general, and by media planning professionals in particular. The field of strategy making is dominated by the theory of strategic choice and characterised by an objectivist ontology. However, many believe this does not reflect strategy formulation in today’s complex and turbulent environment (Stacey & Mowles, 2015; Volberda, 2004). Design methodology – The research focused on digital media strategy and planning, an area suffering a high degree of turbulence and complexity, to identify if alternative strategy making processes are being used. The author developed a conceptual approach based on a comprehensive review of strategy making literature alongside primary research amongst UK senior Media Directors Findings – This research identifies a more emergent and iterative process than is described through the literature. This resonates with the Learning School and differs markedly from the more prescriptive Planning School approach that have previously dominated the industry. Practical implications – Data driven media planning is now more inductive, with the final plan emerging from multiple closely related iterations and optimisation. This approach is differentiated from short termism and tactics by identifying longer term, hierarchically linked business and marketing goals to guide the media planning.