In the way of generating a media strategy, there are three stages of building a strategic framework- initiation, diffusion, and maturity, and each stage will have its own focus. The initiation stage is the most common one that a majority of companies will go through when developing media strategies. It guides people to identify the target demographics and the corresponding best-fit channel by
primary research and
secondary research. Research findings will help understand the target audience in a deeper layer and thus avoid some potential risks as well as costly losses before implementation. Carrying out
research is a key step to help decision-makers uncover the hidden side of the market and better understand the
consumer behaviors accordingly. Once the
target audience and media channel are determined, companies are geared to their goal when it comes to the diffusion stage. During this stage, people are motivated to think about what specific outcome they aim to achieve through the media strategy, which could be very diverse among different parties. For instance,
non-profit organizations tend to raise public awareness by well-designed media strategy while
public companies care about how many profits will be driven out of a media strategy. Finally in the maturity stage, the main focus is no longer the goal but monitoring. Monitoring what’s happening in social media platforms is likely to generate significant insights that will not be found in any previous stages. == Case studies ==