Gartner Research

Ignition Guide to Marcomm Ideation and Media Mix Planning

Published: 10 June 2016

ID: G00340810

Analyst(s): Marketing Research Team

Summary

This guide will help marketing leaders create breakthrough marcomm ideas and target consumers in the channels where they are most active.

Table Of Contents

Overview

Steps

Step 1 of 6: Plan the Marcomm Ideation and Media Mix Planning Process

Project Objectives

Roles and Responsibilities

Before You Start

Common Pitfalls and Keys to Success

Step 2 of 6: Define Ideation Goals and Processes

Tasks

How to Set Up for Success

Step 3 of 6: Prepare the Ideation Workshop

Tasks

How to Set Up for Success

Step 4 of 6: Run the Ideation Workshop

Tasks

How to Set Up for Success

Step 5 of 6: Plan the Media Mix

Tasks

How to Set Up for Success

Step 6 of 6: Monitor the Success of Your Marcomm Ideation and Media Mix Planning

Review Your Performance

Keys to Continued Success

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