How do you update your media strategy framework based on feedback and performance data?

Update your media strategy framework in three steps: 1. Review metrics (reach, impressions, engagement, conversions, ROI etc.), identify what is and isn’t working, and look at performance (by audience segment, message, creative, etc.) to pinpoint strengths/weaknesses 2. Gather feedback from internal stakeholders, customer data (surveys, social listening, reviews, etc.), and identify gaps between how customers perceive the messaging vs. the intended messaging 3. Revisit the original media objectives, adjust as needed (based on business priorities, market conditions, etc.), and update your strategy Change messaging, targeting, channels, and spend allocation for underperforming areas, and double down on high performing areas.

One crucial aspect of refining your media strategy framework is reviewing your media objectives. In my experience, this step ensures alignment with broader business goals and adaptability to market changes. One thing I've found helpful is incorporating a mix of quantitative and qualitative feedback, along with performance data, to assess the effectiveness of current objectives. Regularly revisiting these objectives based on analytical insights allows for agile adjustments, optimizing campaign outcomes and ensuring strategic goals are met effectively and efficiently.

Look for areas where your media approach may be falling short, and uncover new opportunities to engage audiences or optimize budget allocation. Prioritizing these can boost your strategy’s effectiveness.

By following this iterative process of collecting feedback, analyzing performance data, and making informed adjustments, you can ensure that your media strategy remains agile, adaptive, and aligned with your business objectives.

Updating my media strategy framework is a continuous process driven by data and feedback, as detailed in my books Media Company in a Box and The Bridge to Media Empowerment. I start by analyzing performance metrics using tools like Google Analytics, SEMrush, and Sprout Social to identify trends, strengths, and areas needing improvement. Audience feedback—through surveys, social media comments, and direct engagement—guides adjustments to content, delivery, or messaging. I integrate these insights into the framework, testing new approaches while preserving what works. This iterative process ensures the strategy remains agile, relevant, and aligned with both audience expectations and market demands in an ever-changing media landscape.