In today’s digital marketing world there are a lot of moving parts. From creative to attribution to social platforms, it is tough to keep track of a cohesive strategy. Alas, have no fear, there is a solution… media planning! In this article you will learn how to use a media plan and why you should consider using one.
First and foremost, what is media planning? Media planning is a process in which you plan your marketing efforts. It’s a process in which marketers serve the right message, at the right time, on the right channel (1). In other words, it is a detailed roadmap of strategy and resource allocation for marketers to deploy against. PIN for example, has a detailed spreadsheet that includes everything from contracted services to budget to an extensive gantt chart.
A well-rounded media plan will include advertising opportunities that target a desired audience and adhere to the organization’s marketing budget. When establishing a media plan, marketers will often factor in the following considerations:
- Who does the ad need to reach?
- What is the marketing budget?
- Establishing objectives
- Conducting market research
- Conversion goals
- Frequency of the message
- Reach of the message
- How to define success
So, why does it matter? It matters because creating a plan is only as valuable as its ability to be put into motion (2). There are always fires to put out, pain points that need to be addressed, and overzealous multitasking collisions. By having a media plan that includes strategy, time of execution, and which tram will be in charge, helps prevent business from squandering the chance to use an optimal media opportunity.
Simple enough right? Don’t forget the MOST IMPORTANT part of creating a media plan… communication! Collaborating on message, platform, budget allocation, creative, content etc. is not something be done via Slack or email. Have face-to-face ideation sessions and syncs until everything is completed and reviewed. Yes, it may be “tedious” but it’s better than losing a client and decreasing customer retention.
Gather your troops, create a media plan, and go forth and conquer!