If you’re in the agency world, the term “digital media planning” may not be new to you. However, more than knowing what it means, it’s also essential to know how to properly execute it. Let’s dive into the concept of digital media planning and understand the four tips you need to know to maximize it.
First Things First: What Is Digital Media Planning?
Digital media planning is the creation and implementation of online campaigns. This includes platforms like search, social, mobile, and display. Media planning is generally when marketers determine how often, when, and where an advertisement will be run so they could maximize the return on investment.
Tips and Tricks for Digital Media Planning
When you’re developing a digital media plan, take note of these tips and tricks to understand your audience with insights from survey data.
- Remember that digital media planning is more than just the demographics
Agencies that do digital media planning may have their own ways of doing so, but they all have the same goal: To understand their audience. Once you’ve got all the answers to the “what” questions, be sure to also ask the “why” and “how.” It’s more than just the demographics — know the audience’s personalities, lifestyles, and opinions so you’ll understand what propels their actions across the media platforms that they use.
Ask questions such as “How do they define their lifestyles?” or “How do they describe themselves?” Having a complete understanding and overview of your audience allows you to build an idea of your consumer and understand the emotions that fuel their behaviors and purchases.
2. Don’t worry about the cookies crumbling
We’re now entering a world where cookies are crumbling — the traces that consumers used to leave are now fading, and as agencies, we must find ways to acquire the same kind of oversight that we used to get from cookies. This may sound horrible, but it doesn’t have to be so bad if you take this as an opportunity to invest in secure data.
An enhanced privacy legislation suits surveys because they can give you information on the behaviors, attitudes, and preferences of consumers without risking their anonymity and privacy.
3. Assess the market using actual numbers
In digital media planning, it’s important to get an accurate estimate for the number of people who will see the ads you produce and to turn that into anticipated revenue. If you have a planner who does this research, it’s smart to also complement their data with your own market analysis so you could apply the target audience across various media types and find the most suitable option.
4. Take your analysis further and use globally harmonized data
There’s no denying that content consumption has evolved, which means our channel analysis must also be taken further. Media management must now be done more holistically with harmonized data, which allows the collection and processing of data on every channel and audience using the same methodology. This makes them easily comparable and allows cross-channel analysis.
Even with the constant evolution of media, digital media planning doesn’t have to be as complicated as it seems. Just remember to move with your consumers and keep their interests in mind.