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Why Businesses Need to Think Long Term with Media and Marketing

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Angie Smith
April 26, 2021

Long-term business marketing strategies are critical to the success of any business. This kind of long-term planning not only gives you peace of mind, but also has significant cost benefits, aids with crisis management, and facilitates bonus marketing activities. While short-term marketing allows you to put out fires in real-time, long-term planning enables you to anticipate future problems and develop a plan to resolve them well in advance.

In all aspects of running a business, longer-term planning is critically important. It allows you to set a direction for the future, as well as giving you a plan to get there. Having your long-term marketing charted out paves the way for your business, creating a foundation that allows you to outshine your competitors, grow your customer base, and ultimately reach your goals.

Reasons to think long term with business marketing strategies 

1. Cost benefits of long term marketing strategies for small business

Investing in media and advertising over the long term helps businesses to maximise return on investment. There are many savings involved in planning ahead, from early-bird deals to being able to buy ad space in bulk. Long-term planning also allows economies of scale, which can generate savings and you can put those funds towards other business projects that you may have put on the back-burner.

Additionally, working with an expert partner to plan out your media and marketing strategy over the long term has a variety of cost benefits. A media and marketing expert will be able to tell you how to use platforms most effectively, maximising the results as well as your ROI. This will also allow you to focus on other areas of your business while you leave marketing to the experts.

2. Long term media strategy enables bonus activity

Developing a comprehensive media and marketing strategy for the next six months or more also gives your business the ability to negotiate bonus activity to support campaigns. With long-term thinking, you can secure extra placements, sponsorships, and identify all kinds of opportunities to increase brand awareness and reach your target audience. A long-term strategy also allows you to gather invaluable data on what works and what doesn’t, helping you to hone your future strategies.

3. The peace of mind of a long-term business strategy plan

Planning your media and marketing strategy over the long term gives you the peace of mind of knowing that as a brand, you are well planned for a period of time, rather than constantly second-guessing your activities and wondering what to do next. However, this doesn’t mean your marketing strategy should be set in stone: part of a long-term strategy is having the mechanisms in place to review and adjust as needed.

Your media and marketing plan is a key part of your overall business strategy plan. Most businesses work with one-year, two-year, or even five-year business plans and media planning should be an integral part of this plan. This way, you’ll rest easy knowing that all your media and marketing activities will bring you closer to your overall business goals.

4. Long term planning helps with crisis management

Long-term planning puts businesses in a stronger position to deal with problems that will inevitably pop up from time to time. 

Already having solid ideas and strategies in place, you can draw on these to deal with even the most unexpected problems. Long-term planning also allows you to put contingencies in place, by discovering different media options, having standby, and seeking out other vendors. This way you’ll always have a plan B and you’ll be able to adapt to a changing landscape.

If the COVID-19 pandemic has taught us anything, it is the importance of being prepared. When you make marketing a core part of your business strategy, you will understand the importance of continuing to invest in media and advertising during a crisis, putting your business in a stronger position.

Adapting your Business Marketing Strategies as Things Change 

As part of your long-term marketing strategy, you must continually be checking in and making adjustments as needed throughout the campaign period. The market is constantly changing, so it is essential to be constantly reviewing and optimising.

A good long-term strategy will include mechanisms to do this, so you will be ready to adapt as things change. This will include structures for how you measure success, and what to do if you aren’t achieving your objectives. Equally, the strategy needs to be flexible enough to respond to market changes.

Key takeaways 

Planning your business marketing strategies over the long term will give you the peace of mind to know that your media and advertising activities are laid out into the future and that your efforts are optimised for maximum return on your investment. However, this doesn’t mean that you shouldn’t be flexible: it is equally essential to be constantly reviewing and checking, and adapt to changes in the market.

About Angie Smith
Before founding independent agency MediaSmiths in 2007, Angela had worked on the agency, broadcast, and publishing sides of the media industry and has an incredible insight into how each world works. Since then, Angela has worked across numerous well-known brands covering the whole spectrum of media, and leverages this know-how with her experienced wider team to get the best results for clients.

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