Media planning is how you can determine how and when an advertising message will be passed to your target audience. It also helps you identify the right audience for your marketing efforts. The right media planning strategy will help you share the right messages at the right time and with the right people. Here are a few media planning strategies and practices to keep in mind in 2022
Clarify Your Objectives
What are you trying to accomplish? The answer should be apparent right from the start. It is impossible to come up with a successful blog post, ad, or marketing asset if you don’t know its purpose. The objectives shape your content.
Media Planning Strategies – Coordinate the Channel Mix
Media planning rarely includes just one channel. Most campaigns feature at least two campaigns. The goal is to ensure that your content reaches as many people as possible. However, your business must ensure that you have consistent messaging across all channels. Communication channels complement each other if they are correctly used. For example, you can combine a long profile of a subject with a short-form video that includes an interview of your subject. Long-form articles and video content can be merged into a single blog post.
Alternatively, you can share them separately on various social media platforms for a wider reach. This concept applies especially to social media channels. If your message is relevant to a few audiences, distribute it to platforms they use frequently.
For example, you can promote an engaging smartphone app on platforms such as TikTok to reach younger audiences. Similarly, you can target business-minded professionals on LinkedIn. Your marketing team must consider the timing and tone of these ads to avoid sending out competing messages across the platforms.
Cite the Relevant Media Channels
Media planners can choose the channels they want to share their content. Depending on users’ preferred content, the gutters may be digital or traditional. Traditional channels include television, radio, and print advertising. Digital channels include email, social media, and websites. Consider your audience if you are wondering how to choose a media planning tool. The channel you choose should appeal to your target audience. Find an option that your audience will likely visit frequently. The proper channels target users based on age, socioeconomic status, gender, and other demographics.
For example, LinkedIn is a fantastic option targeting business-to-business (B2B) audiences. It is the most appropriate platform for businesses to interact professionally. On the other hand, business-to-consumer (B2C) audiences are available on channels like YouTube and Instagram.
Media Planning Strategies – Set Frequency and Reach Goals
Reach is an essential aspect of your media plan. It goes hand in hand with frequency. Reach measures the number of listeners, viewers, and readers that access your content. Frequency is also known as impressions. It refers to the number of times you will likely hear or see content within a specified period. Your marketing team has to decide their reach and frequency goals when exploring media plan options.
Usually, reach and frequency depend on the amount you are willing to spend. How much effort are you putting in to amplify your message? In some cases, the content will go viral organically. You may not need to put in much effort. However, this is an infrequent occurrence. Usually, you have to invest time and effort into your media plan. The amount you spend depends on the number of users you target and the platforms you will use. Social media platforms make it easier to target a specific audience than traditional media.
Media planning is essential for every business. After all, the average consumer spends hours consuming some form of media every day. Marketing teams must utilize the available media platforms to push their advertising message. You may miss out on potential customers without a proper media plan. Media planning demands a comprehensive understanding of both traditional and digital media. You must know how both platforms work and how you can use them to communicate specific messages. The right media planning strategies save you money.