Generic media strategy

Generic media strategy is when you you receive the same old advice that was done last year with a few extra bells and whistles.
Your media strategy needs to be very much like a stock market approach, always assessing and updating the strategy, to keep ahead of the competitive media market and your opposition.
A good example is the volatile mobile phone market, where new entrants emerge every year promoting fresh offerings that can only but take sales and share from your existing offering.
What do you do in your media strategy to leap frog that new entrant and maintain or grow your sales and share. The answer lies in a quarterly review of media strategy, noting the shifts in target audiences by media , seasonal offers, geographic sales variances and new media entrants that can add value.

Good media strategy is all about innovation,staying in front of the game, being proactive, not reactive.
Generic media strategy is a lazy practice built on years of complacency. Ensure it's not lurking in your media undertakings.