What is Digital Media Planning?
In order to be successful and effective in digital advertising campaigns, the process should proceed in accordance with the target audience. During this time, while determining the strategies of institutions in the digital environment, all the work done to achieve high access, low cost and sufficient frequency is called Digital Media Planning.
Successful digital media planning, briefs received from the brand, that is, transferring the desired message to the party who will carry out the work appropriately and clearly, choosing the target audience correctly, determining the message to be delivered correctly, making appropriate purchases according to the determined targets, and digital media planning of the advertising agency that will run the campaign are good. should be. Measuring and reporting the effectiveness of the campaign at regular intervals and following the results of digital media campaigns are indispensable for this whole process.
Considerations When Planning Digital Media
1- First of all, the product or service to be campaigned should be analyzed well.
- Who is the target audience?
- What is the main message to be delivered?
- What date range is most appropriate to deliver this message to the audience?
- What does the campaign aim for? Finding answers to a few questions, such as, forms the basis of planning.
2- After the target audience has been determined, it should be determined which media tools and which channels will be used in accordance with this target audience. While determining these digital channels, the age range of the target audience or the place where they live are among the important criteria. During this period, it is necessary to choose the channel that the target audience uses the most. The correct implementation of these steps is important in order not to waste the budget used. The last step is the evaluation stage. Reports and analyzes made throughout the campaign are brought together and presented to the customer. In this way, it is examined how successful the campaign has been.
3- Another thing you need to do is to know your competitors well and to do your SWOT analysis.
- What target audience are your competitors targeting?
- Which marketing channels do your competitors use and how often?
- What are your competitors’ strengths and weaknesses?
- Where are your competitors getting the most traffic from?
- What is the market share of your competitors?
- What communication methods do your competitors use?
Answer questions like:
3- Calculate your budget well and choose your digital channels correctly
4- Try to constantly improve your digital marketing tactics
As long as you carry out these processes successfully, we can say that you follow a successful work in digital media business.
