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Change management tips

Change Management Tips for the Media Industry

August 3rd, 2016   ||    by Melanie Brown

It seems like the media industry has changed more in the last five years than it has in nearly its entire history. What the media industry is experiencing now is a marked disruption, and it seems like some change management tips might be helpful.

A Changing Industry

Everywhere you turn, programmatic technologies, data-driven strategies, and algorithms are popping up. And after a long stretch of cynicism and doubt, wherein the industry avoided adopting new technology for as long as possible, the time has come to confront the reality of new technologies.

The big fear of the media industry used to be that technology and automation would be so effective that people would be rendered irrelevant. While it’s true that technology has changed our lifestyles and workplaces, what we’ve actually seen is that technology has created more roles for the people involved in the industry. When it comes to content creation, streamlined processes, and audience targeting, the power of data is undeniable. And what it’s done for the industry has taken it farther into the future than we ever thought.

With the constantly shifting landscape, media buyers have had to adapt quickly and often to new trends. According to Forbes, if the industry’s players don’t implement the changes correctly, it could be disastrous for all parties involved. There are a few change management tips that buyers, sellers, and content creators alike can use to ensure they stay afloat on the wave of the new media industry. Players can use these tips to make the industry’s evolution work to their advantage.

Change Management Tips

1. Blend People and Automation

The opportunity with automation comes with its ability to make jobs easier. By leveraging technology to make laborious tasks and extensive analysis easier, the humans who spend their time doing that work are free to explore areas of growth and development that requires creativity.

2. Leverage Data for Creativity

When it comes to creativity, there isn’t anything that compares to the talent of people. However, talent is always aided by good ideas. Prior to audience data, content creation relied on a lot of guessing. With the added layers of data to let us know about trends and audience interests, the industry’s creative can start to be truly relevant to targeted people.

3. Evolve the Business

As with any technological revolution, it’s not just people who must adapt to the new circumstances. The infrastructure of companies must grow and change with the times as well. Advertising strategies are becoming nuanced in ways the industry never imagined before, and managers have to take into account the increasing complexity of the industry. Management now has to pay attention to detail when it comes to investing in technology platforms, creative strategy, and new advertising channels.

According to the Harvard Business Review, participants in the media and advertising ecosystem need to respond to the changes by embracing them, rather than fighting them. The key to implementing change on an organizational level, as we’re seeing many players in the advertising space have to do, is to implement it methodically, and make sure the whole organization is informed and on board with the updates.

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