The Art of Defining Goals in Media Planning

The Art of Defining Goals in Media Planning When it comes to media planning, defining the right goal is like setting your GPS—you need it to make sure you're headed in the right direction before you start driving. It’s tempting to think that every client’s main focus is on bottom-of-the-funnel (BOFU) conversions—more sales, more leads, more sign-ups. And sure, that’s where most of us want to end up. But if you dive straight into BOFU without considering the big picture (or your budget), you...