Digital Media Content
Media Planning, Buying, & Analysis
Even people who conduct business out in the country or who operate large farms need to do some media marketing and advertising, so as to get some recognition for their products and services. You don’t have to live among city folk in order to reach them with your message, and you know that even the folks in the tall city buildings need your home-grown produce, or they need to be aware of the arts and crafts available at your country store. That’s why you need to sit down and do some medium planning, buying, and analysis.
In order to properly advertise your goods or services, you’ll need to make good use of all media channels, including the social media, because the social media are visited by more than 3 billion people every single day. That sounds like a pretty hefty audience, doesn’t it? To connect with all those people, you’ll need to plan out which of the social media platforms will be best to focus your efforts on. That will generally be the platform which has the most active users who are likely to buy your products or services.
For instance, if you’re trying to get your message out to mostly business folks, then you’d probably want to advertise on LinkedIn, and if you want to get in touch with mostly younger folks, you’d be better off concentrating on Snapchat or Instagram. Regardless of which social media platforms you choose though, you should keep your message consistent with all the other channels you use, e.g. radio, television, email marketing, etc. The first step in planning is to identify your true target audience, so you can direct your efforts at the most likely group of purchasers.
Before you make any actual purchases for your media campaigns, you should have established a clearly defined budget, so that you don’t allow spending to get out of control. As your orders for media marketing and advertising begin to get executed, you should keep a running tab on how those expenditures compare to your budget, so that the two figures stay in sync, and your campaign stays on budget. This is of course, especially important if you started out with a small budget, which is normally the case.
During the execution of your media plan, it will occasionally be necessary to make tweaks to various ads, based on feedback being provided and other factors. Your media representatives will keep you apprised of such developments, so that any necessary changes can be implemented without losing momentum for the overall campaign. In this way, the optimal message is delivered to your target audience, and you have the best chance of getting the maximum return on your investment.
Analysis is a crucial component of any marketing or advertising effort, because it tells you how your message is being received, and what kinds of changes may be necessary before conducting your next campaign. Without analyzing the success of your marketing efforts, you would not know whether or not your campaign was successful, and whether you actually reached the target audience you had in mind with your message. These days, there are a number of Analytics packages which can track everything about how users behave online, e.g. what they read, what they click on, what holds their attention.
These are all important things to know, and the cumulative numbers obtained by Analytics will give you a fairly clear idea how the public is receiving your campaign message, and whether or not your products and services are making an impression on them. When you have a good understanding of how people are reacting to your products, you’ll know exactly which points you should emphasize on your next campaign, and you’ll know which segment of people to target next time. Each successive campaign and analysis cycle should put you in better tune with your target audience, so you’ll eventually understand all their wants, needs, and pain points.