Process
of media planning
Step 1. Define your audience
The
first step of media planning is defining your target audience. Your target
audience is the people to whom you want to sell your product. Your advertising
campaign will be ineffective if you don’t have a bright idea of the audience
that you want to reach.
Therefore,
it is crucial to define the age, gender, income, and preference of the media
platform of your audience. Depending on age and habits, you can determine the
media preference of your target audience.
Having
a clear understanding of your target audience will get you maximum return on
investment. For example, if you are targeting youngsters or teenagers, then the
right choice of media platform is social media like Facebook, Instagram, and YouTube.
Because
youngsters spend a considerable amount of their time on social media and they are
more likely to see an advertisement on these platforms rather than other
platforms like television and Newspaper.
Step 2. Define your budget
Once
you know your audience that you want to target, the next thing that you must
decide is your advertising budget. It is necessary to have a fixed budget;
otherwise, you might end up spending more than you can afford.
Having a fixed
budget will be helpful for you in eliminating media platforms with the least
reachability to your target audience, and your whole budget will be targeted to
the right audience through the right choice of media. For example, a 10 seconds
ad on television is much more expensive than the 10 seconds ad on social media.
Therefore, if
you are targeting youth, then you would not consider spending your money on
advertising on television. Moreover, you can always extend your budget a little
bit if you are confident about your media campaign.
Step 3. Define your goals
It is imperative to define your goal before you
invest in your media plan. Setting your goal means what are you expecting from
your media campaign. Whether you want to create brand awareness or
you are assuming a 5% conversion rate from the media exposure to actual sales.
A well-defined goal might help the media
planner to create your media mix as
per your plan. Moreover, you can compare the performance of
your media campaign with your pre-decided goal and thus can determine whether
your campaign was successful or not.
Step 4. Do the required research
Don’t invest in advertising on any media
platform without doing proper research. Sometimes, it is effortless to select a
platform where you can find your target audience. For example, if you sell
women fashion clothes, then the right choice for advertising is social media
platforms like Instagram and Facebook.
Because in these platforms, you can target
women aged between 16-40. Because of this reason, many e-commerce fashion
businesses advertise on such platforms rather than advertising on traditional
media platforms.
Thorough research of the market will help you
in defining your target audience correctly and also selecting the right media
platform for the promotion of your business.
Step 5. Use smart tools for media planning or take experts’
help
When you have defined your audience and budget
of advertising, the next step is to select the method to create your media
plan. For example, whether you want to hire an advertising agency or you want
to create your advertising campaign on your own with the help of some media planning
tools. You can find various media planning tools online, such as the Media
tool, to create your campaign.
Otherwise, if your budget allows the best
option would be to go to experts such as taking the services of an advertising
company. The experts working in these companies have worked with different
companies and have designed advertising campaigns for several companies like
your company.
They will surely help you in creating an
effective media plan that will get you the desired return on investment.
Step 6. Create the right media mix
The next step is to create the right media mix.
The media mix is the collection of different media platforms. Various online
and offline media platforms can be used to advertise your product.
The examples of online media platforms are
Internet websites, Facebook, Instagram, YouTube, promotion through internet
influencers, email newsletters, etc.
The examples of offline media platforms are
television, newspapers, magazines, billboards, pamphlets, hoardings, etc.
An expert or media planning tool will help you
in creating the right media mix. That will get you an optimum return on
investment.
Step 7. Execute your plan
Execute your plan once everything is decided.
With the help of media experts and tools, you can know the exact time when you
want to run your ad or to send a message to your target audience.
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