MediaPost – 2023 Media Planning – Strategize Macro, Plan Micro

The end of the year is both an exciting and anxiety-ridden time for marketers. Media planning for 2023 presents the opportunity for a fresh start, and yet there’s the sometimes-debilitating weight of not knowing where to begin.

So how do you forge a smart path forward for 2023 media planning without wasting time and energy? The answer: Strategize on a macro level, but plan on a micro level.

For a long time, annual planning was the norm. Now, media planning 12 months in advance is more challenging. As the digital landscape shifts on a continual basis, tactics must be adjusted on the fly to flex with the needs of your business.