The Basics
Digital media planning is the art of conveying the right message to the right audience on the right platform with the right budget at the right time, to achieve marketing objectives as efficiently as possible. The digital variant of the concept is no different in this regard; you must identify the correct message, media, time, budget and platforms to reach your target audience effectively.
As with its traditional counterpart, digital media planning too is based on the 5 Ws and 1H
A comprehensive media plan is created by determining the answers to each and every one of these questions, though not necessarily in this order. Once you have identified the fundamental goals you or your client aims to achieve with your current campaign, you can set key metrics (KPI’s) to ensure you can track your performance. Defining your goals precisely is crucial to ensure you focus your efforts correctly in the long run.
Once the goals are in place, you must identify the traits and habits of your target audience so that you can shape your campaign accordingly. For a well-rounded campaign, the content, platforms, scheduling and delivery must all serve the goals you’ve set, in a manner that suits your target audience.
So where does the Digital Media Planning come in?
The difference stems mostly from the platforms you use; instead of looking at outdoor and TV advertising, you’re thinking about websites, social media platforms, search engines and so on. Though the different nature of these online platforms, also affect the other factors you must take into account. Creating a video for TV and YouTube are two very different things; as is the creation of a text based ad to be displayed on a search engine, as opposed to a newspaper.
This not only applies to the content you’re creating, but all of the factors discussed above as well. The segment of your target audience which you can effectively reach through online means may be different than what your target would be if you were creating an offline campaigns. Your KPI’s will most likely be much easier to track precisely, but they must be suited to the technical aspects of your campaign.
It is a new digital age, and just like everyone else, media planners can also find themselves falling back to old habits. To ensure success though, you must learn to adapt.
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