Online media planning is not an easy task now
a day with ever improving technology and various options emerging in them
Market. When planning your media campaign it is important to understand the
strengths of all the available formats how to capitalize them. Ensure that the message is
clear across all channels. Know clearly what your goals are and help your
target get to the jackpot at the end of the rainbow when your campaign is
successful.
How audiences respond to
them and how they can work together for marketers who want to make the most
effective use of all forms of digital media from websites to online video,
social media and mobile as part of an integrated campaign. To figures out how, when and where to reach consumers while keeping a
constant eye on ROI.
Things to consider for media planning :-
Targeting
the right customers:-
Find
the pleasure and the pain—The act of buying
boils down to a person striving to avoid pain or increase pleasure. Yes, even
in business. Understand what hurts and what makes the prospect’s heart race.
Re-orient
your language:-As soon as you
find your communications creeping back in the direction of what you do, what
you make and how you do business, stop. Retreat. Turn features into benefits.
Turn around first and/or third person voiced propositions into a “you”
statement or question.
Personalize:-Apply what you know to make your message as
customized and personal as possible making changes as per customer’s
requirement.
An Integrated Approach
Digital
media planning and media buying strategy both encompass a constantly evolving
ecosystem of bought, earned and owned media. To build connected brands there is
a need of holistic approach to media planning that allows integrating all
digital channels and measuring cross-channel influence.
Branding & lead Generation:-
Branding with CPM deals or creating direct lead generation
and sales channels using pay-for-performance contract is a very important .Also
use of affiliate marketing .Negotiate the most favourable terms for your
business in relation to costs, performance & placement
Campaign Tracking,
Reporting:-
Real-time tracking of click and conversion results from email, paid
search, and online media campaigns is essential to online success. It can
translate into tremendous savings by minimizing waste spent on non-performing
impressions and placements and boost ROI by focusing funds on successful placements
Track the changes that really matter. The goal is to connect with and meet the
needs of your audience people and people change.
Reach
Developing online reach and frequency is a
worthy goal and promises to be useful for integrated campaigns. But developing
valid reach and frequency models for the Internet is complex. Since ad servers count
the number of ads that reach a target, buys are based on ad impressions, not
based on site traffic. Because of this, online reach and frequency data will
always be inherently different and will come from a various data solutions,
such as ad server data, log files, and browser-based (cookie) information.
Frequency
Number of times a person likes it or comments on it or share it on
various platforms.
Continuity
Advertising runs steadily and varies little compare with Flighting and
Pulsing with scheduling
And at the last Measure,
Optimize & Repeat :-
Creating balanced
attribution models to measure the ROI of every media dollar spent. Using proprietary Connected
Marketing Platform and third-party ad servers, delivering and tracking
programs to optimize media spend and drive results. Together, these tools offer
ongoing insights, flexible reporting and campaign forecasting, which will help
in continuous re-invest by channel and placement so clients get the most result
out of their online media investment.