Media planning is an essential part of one’s branding and marketing strategy. It involves identifying what, when, how, how often, and to whom the business’s messages are disseminated.
It is a process that ensures that a piece of content is shared with the right people using the right channels at the appropriate time and place.
When devising a media plan, marketers must consider strategies that can help maximize engagement and return on investment (ROI). Listed below are a few of the main considerations they should look into.
Implementing Audience Targeting
Audience targeting is the process of identifying and finding the prospective clients to deliver a message to. It means taking data to build customer profiles and segmenting them into groups according to different criteria, such as their demographics and online behavior.
By segmenting audiences based on their needs and interests, marketers can deliver a more personalized and optimized experience to prospects who are most likely to make a purchase.
Choosing the Right Media Channels
Media channels are the platforms used to deliver messages to consumers. They may be traditional (TV, radio, and print advertisements like magazines or newspapers) or digital (web, social media sites, email, mobile apps, and other online platforms).
Since users’ media channel preferences vary, marketers must select the one the target audience is likely to frequent.
Apart from choosing the right media platforms, it is also essential to coordinate the channel mix. It is uncommon for the media plan to include only one channel. Therefore, the content’s message, timing, and tone must be cohesive across all the channels used.
Setting Your Reach and Frequency Objectives and Budget
Reach, frequency, and budget go hand in hand in media planning.
The measurement of the number of people targeted by a specific media platform constitutes reach. Meanwhile, the number of times a lead is offered the chance to encounter a piece of content over a defined period is called frequency or impressions.
Setting the reach and frequency goals allows marketers to determine if they were able to achieve their targets with their media plan.
Since reach and frequency typically require monetary investment to distribute the message, the budget must also be set to avoid unnecessary and excessive expenditures. In rare cases, though, a piece of content may spread organically online without a paid ad.
Crafting Your Message and Its Tone
A company’s value proposition must summarize why prospects should do business with them. It is created based on data regarding what appeals to the target audience.
As such, tone becomes an essential factor in crafting the message. It may be reflected in the word choice and sentence length of written content or through the use of certain colors and shapes in visual media.
People often respond to authentic and relevant messaging, and they are likely to reject content that seems otherwise.
Reviewing Your Performance and Learning from the Results
Evaluating the outcome of the media plan allows the business to identify areas that need to be retained and the ones that require improvement.
Simply implementing the media campaign is not enough. Marketers and communication professionals need to determine if the past marketing strategy enabled the brand to meet its goals.
The information obtained from analyzing results will direct the media plan moving forward.
The Right Media Planning Partner for Your Brand Growth
Brand Growth Solutions is your local New Zealand agency for all things growth. We have over 45 partners in 30 countries, providing our valued clients with the solutions they need to grow their brand – from distributor or partner search to brand market entry setup, marketing management, and media placement.
Start working with us today by contacting us through our website at https://brandgrowthsolutions.co.nz/contact-us/.
You may also call us at +64279628081 or send us an email at firstname.lastname@example.org.