Digital Media Planning Process Steps Explained

As discussed in an earlier article, digital media planning is a process of planning a communications campaign by making a series of considerations, decisions, and choices. Media planning involves understanding the target audience and the campaign objective, determining how to reach them with an appropriate message that will have an impact, and choosing the optimal mix of media types to do so.

It is an iterative process with the main goal of achieving specific objectives within a given period. Marketers can use it for branding, lead generation, inbound marketing, or any other marketing strategy.

Should you hire a media planner? Before you decide, let’s examine the steps involved in media planning.

The media planning process: A step-by-step guide

The media planning process is a systematic and detailed procedure that enables businesses to identify and plan how to use the most appropriate advertising medium to reach their target audience. It follows eight key digital media planning process steps:

Step #1: Define your audience

The first step in media planning is to identify your ideal client. What is their demographic information? What are their needs and wants? Where are they located? You should be incredibly detailed in your definition of your ideal client profile – the more detailed the better.

Step #2: Determine media goals and objectives

The second step in developing a media plan is understanding the goals and objectives of your business. What is it you wish to achieve through the media plan? Do you want more leads? Do you wish to increase engagement with your blogs?

Without this information, it’s impossible to determine what message to convey, and which media to use, or how many times it should be used.

Step #3: Find your best source of leads/customers

Now it’s time to select which channels will reach your target audience most effectively. For instance, if you’re a clothing store looking for new customers, TV ads might not be the best option because they’re expensive and don’t usually give people the opportunity to buy something on the spot. If you’re a service business, offering online tuition or coaching, then social media platforms are likely to produce the best results.

Step #4: Define your budget for your media outreach

Defining your budget can help you set a realistic plan for your media outreach. The more money you have, the more options are open to you. The more money you commit, the better quality your campaigns should be. You’ll also need to consider the probable return on investment.

Step #5: Consider reach and frequency

You’ll also need to consider frequency and reach: the number of individuals who will see your advert, and the number of times it will be shown to them. If you get this wrong, your advertising campaign will fall short of its potential.

You must think about where your audience will be found and the optimal number of times you should share your advertisement with them. Too few, and it could go unnoticed. Too many, and it could be ignored as repetitive.

Step #6: Create the right media mix for your advertisements

The media mix is a combination of various advertising channels that you can use to reach your target audience. You’ll need to consider the cost to advertise, your budget, your audience preferences, and the potential reach of each channel, as well as the frequency of advertising.

Step #7: Execute the media plan to advertise your service or product

Executing a media plan can be difficult. You’ll need to create your adverts and then release them according to the media planning you have conducted. You’ll want to automate as much of the execution process as possible. This will help ensure that you release your adverts to the correct media platforms according to the timetable of your media plan.

Step #8: Evaluate results and optimize your campaign

To optimize your campaign, you need to evaluate the results and make sure that the campaign is accomplishing your goals. For example, if it’s increasing brand awareness, then you need to make sure that the content is shared by influencers.

As you evaluate what is working as expected and what is underperforming, you will need to iterate your media planning process.

A digital media planner helps you get the best results from marketing

While essential for business success in an increasingly fragmented media world, it can be hard to know how to proceed with media planning. It’s an art as well as a science.

If you’re not sure how to proceed, a professional media planner can help you make the most out of your marketing campaign.

A media planner helps you identify the target audience you are trying to reach. The planner then identifies which media platforms are best suited for their needs, and what the most appropriate frequency of exposure is. They will work within your budget, providing advice on spending and costs, and help you to iterate your entire marketing process to optimize your results.

A professional media planning advertising agency will help you navigate the media planning process. They have the experience to help you manage your budget wisely, and may be able to negotiate better pricing.

The result should be that you save time, and achieve your objects faster and at a lower cost than if you do the media planning yourself.

Want to learn more about media planning? Then listen to my podcast ‘Keeping your audience engaged through effective media planning with Kerry Guard’.

And if you are ready to take the next step to boost your sales, join our Accelerate Sales Program.

Publish Date: 10/28/2021 12:00:00 AM
Engage Form Name (optional): Restricted Content by Date Form

To access this content, please come back on 10/28/2021 12:00:00 AM, or sign-up to be the first one to know when this content becomes available.

Digital Media Planning Process Steps Explained
As discussed in an earlier article, digital media planning is a process of planning a communications campaign by making a series of considerations, decisions, and choices. Media planning involves understanding the target audience and the campaign objective, determining how to reach them with an appropriate message that will have an impact, and choosing the optimal mix of media types to do so.
It is an iterative process with the main goal of achiev…

Error: Please complete all required fields!
loading... please wait.






We will never spam or share your email with 3rd parties, promise!