One of the things I like about my job is that marketing industry is always evolving. The media and communication landscape is very dynamic and it always changes year after year. A few things to keep in mind first is to prepare for the cookieless future of marketing now this has been an ongoing debate for marketing for the past 2-3 years since google said that they will remove third party cookies from chrome in 2022. Although this move has been postponed from January 2022 to late 2023 it is still an inevitable scenario so given this marketer need to prepare in moving away from third-party channels that are heavy on cookies into channels which is less or not dependent on third-party cookies to reach the consumers. Dew examples that they can consider are the channels such as connected tv, digital out of home, OTT or mobile in-app advertising. So, another means to consider is for example building and holding first-party data shifting to interest or behavioural marketing into contextual marketing creating well-curated private marketplace deals or leveraging on google's privacy sandbox. The second thing that they have to focus on is the rise of sustainable media advertising so a recent study global study done by Microsoft is that consumers are getting more and more involved and cautious in the way they assumed the product and services and one of the key considerations that they are looking for is whether these product or services is safe and sustainable in today environment out of that 70% out of 84% of those respondents say that they would also likely buy from a company that practises sustainable media marketing or advertising. 

I think for growth startup marketers or company owners it is important or I would say very crucial to identify the core objectives as a company as well as the gaps that need to be addressed in a quantifiable manner or the most quantifiable way possible. At the end of the day, media and marketing communication are advertising these, in general, these things only worked when they are addressing the real business issue. so, I know for a fact that sometimes marketers or startup works in a fast pace environment whether they learn fast or fail fast kind of a scenario. We know that startups are a stretch with the financial resources which means every dollars count advertising can be a huge expense for them if they don't know how to use it properly their money just go to waste. Once you have identified that important aspect of your objectives the gaps that are need s to be addressed in a quantifiable manner. You can then clearly identify consequently what their role of marketing communication should be addressing those gaps. After you have done that exercise it is difficult but it has to be done. that is when you can think about the tactical aspect of your media planning campaigns.