The media planning process determines where and when your advertisement will be placed to help it reach the right audience with the right message at the right time, whether that’s on an ad-buying platform, or on Facebook.
It’s an incredibly complex process, especially with today’s new technology, so this article will go over each step in detail and explain how it fits into the big picture of advertising.
But before we begin, let’s understand these terms; media strategy and media process.
What is Media Strategy?
Media strategy is the process of developing a plan for using media to achieve marketing objectives.
For example, a media plan may be developed to increase awareness of a new product or service, generate leads, or build brand equity.
Marketing media plans are usually driven by marketing objectives.
Media objectives are related to business goals and also need to take into account other variables such as media channels, available budget, target market segmentation, competition analysis, and current events.
The media planner has to make decisions about which media channel(s) to use, how much money to spend on each channel (or how many impressions), and when advertising should run.
What is Media Process?
The media planning process is the strategic process that helps identify which media platforms will best deliver an advertising message to a target audience.
And the goal of media planning is to select media that will reach the target audience with the right message, at the right time, and in the right place.
Media planners use data from the marketing research phase to create media plans for their clients’ advertising campaigns.
Also, media Planners need to have good knowledge about where their client’s product/service could be advertised.
It’s also important that they know what type of media channel would work best for each product or service.
For example, if you are advertising shoes, you may want to purchase banner ads on websites related to fashion or purchase shoes online.
Here is the process you can take to successfully plan for your media strategy.
Define target audience
The first step in any media planning process is to define your target audience. This can be done by creating buyer personas, which are fictional representations of your ideal customer.
Once you have a clear understanding of who you’re targeting, you can begin to craft a media strategy that will reach them where they are.
Your media plan should include specific strategies for reaching customers on digital and traditional platforms, as well as what content will go out on each platform. A media plan template can help you map out the specifics of how to do this.
It includes sections for defining marketing goals and objectives, identifying marketing channels (i.e., TV ads), estimating resource allocation, specifying tactics for meeting marketing objectives, and measuring success.
You should also include a projected timeline so you know when to spend money on each campaign and how much it’ll cost in total before getting started with budgeting
Decide what channels to use
In order to create an effective media plan, you first need to decide which channels you want to use.
This will depend on your budget, your target audience, and your goals. For example, if you’re trying to reach a younger demographic, you might want to use more digital channels.
If you’re trying to reach a more affluent audience, you might want to use more traditional channels. Once you’ve decided what channels to use, it’s time to come up with a media strategy!
A media strategy is how you will get your message across – for example, are you targeting specific audiences or creating a buzz in order to make people aware of your product or service?
Your media strategy will vary depending on your goal and target audience. For example, if you’re trying to sell something, you’ll want to advertise heavily and strategically so that potential customers see your ads everywhere they go.
However, if you’re just looking to build awareness for your company or project, then social media may be enough.
Determine overall reach
One of the key steps in any media planning process is to determine your overall reach.
This means taking into account all of the different ways that people can consume your content. For example, if you’re a news website, you’ll want to consider things like a print readership, web traffic, and social media engagement.
Once you have a sense of your overall reach, you can start to think about how to best allocate your resources across different channels.
You may be more inclined to spend more on certain media, depending on your objectives. Say for instance you are launching a new product and you want to get as many people as possible interested in it – it would make sense for you to prioritize paid advertising over other media channels.
In order to create an effective media plan, you must first analyze your competition.
Who are they targeting? What platforms are they using? What strategies seem to be working for them? By understanding your competition, you can better understand how to reach your target market.
If you want to introduce a new product into the marketplace, take note of what similar products are already out there and use that information to inform your media strategy.
For example, if your competitors have a long-standing relationship with cable TV ads or radio spots, it would make sense to follow suit.
On the other hand, if none of your competitors have ever used TV advertising in their marketing campaigns, this may not be the best place to start investing your marketing dollars.
One of the ways in media planning is to prioritize markets. This means identifying which markets are most important to your company and then allocating resources accordingly.
For example, if you’re a B2B company, you may want to prioritize trade publications over consumer magazines. Once you’ve identified your priority markets, it’s time to start developing your media strategy.
Your media strategy will determine what type of media outlets work best for your company based on your budget, market demographics, geographic location, etc.
A digital media plan can be as simple as setting up social media accounts or as complex as creating an entire online presence with e-commerce capabilities.
You should also consider how you would measure success when creating your media plans. What specific KPIs should you track to see if your marketing campaign was successful?
How often should the data be collected so that the information is relevant? What kind of reports do you need to create so that management has access to actionable insights?
These are all questions that must be answered before starting any media campaign.
Research available data
The media planning process begins with research. You’ll need to understand your target audience, their media habits, and what type of message will resonate with them.
Once you have this information, you can begin to develop a media strategy. This strategy will take into account the various channels available to reach your audience, as well as the budget you have to work with.
From there, you can start to develop a plan of action. This plan should detail what kind of content you’ll be creating, which channels you’ll be using to distribute it, and how often you’ll be releasing new content.
Finally, once your plan is in place, you can begin to execute it. This involves creating the content, distributing it through the appropriate channels, and monitoring the results.
After you’ve gathered all of your data, it’s time to make some final decisions.
What are your goals? What are your objectives? What strategies will you use to achieve those goals? What tactics will you use to implement those strategies? How will you measure success? When will you review and adjust your plan?
Answering these questions will help you create a media plan that will guide your decision-making.
You should also consider which media options can best deliver your campaign’s key messages and how each option will impact your target audience.
Media planning helps marketers think strategically about their advertising efforts.
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