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The basics of Digital media buying is a talk I have presented, unpacking the fundamentals of
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Digital Media
The basics of media strategy and planning
Cherylann Smith Digital Media specialist
2011
Digital Media Planning procedures encompass: • clearly defining the campaign parameters • carefully analysing and understanding the target market & objective • strategically matching that to the mobile and online media space • with an optimised combination of targeted high traffic sites & contextual wow • focusing on delivering on the campaign objective & effective reporting
Digital Media Approach
Media Plan: Finding sites that
target your audience where they are.
Media Planning Process
Brief
Research & Brainstorming
Strategic Idea, Budget Segmentation & Planning
Proposal
Media Schedule
Creative Mix Matrix
Buying & Negotiating
Monitoring & Optimization
Insights & Reporting
Direc'on Idea'on Unpack the brief
Means of achieving objec'ves
Present ideas
Tac'cs Messaging
Cost efficiency
Delivery
Learnings
Digital Media Brief: Roadmap to awesome Media Plan
#Overview #Campaign Objective #Digital Objective #Audience: Key target market #Campaign Dates #Budget #Measure of success #Campaign Elements #Supporting media
People are bombarded by brands contacting them and advertising every day…
How will your campaign stand out and be
effective?
How will your campaign stand out and be
effective?
How will your campaign stand out and be
effective?
Who are we talking to?
Who are they? Where are they?
Where do they engage? What do they consume?
What do they like? How do they behave? When do they share?
Meet your audience • savvy, sophisticated and particular • jaded and just about immune to traditional advertising • instinctive sense of quality and fair pricing • inundated with choices • understand that countless brands covet their business • intensely sceptical of new brands • use brands as important forms of self-expression • respond to a brand’s emotional appeal, not to tangible or
functional attributes
tough customers?!! … so how do you build an emotionally potent brand that connects with the Connected Generation?
source: Mind Your X’s and Y’s by Lisa Johnson & Cheri Hansen, 2009
The approach to a media
solution entails a shift from
advertising to social influence.
The objective of the media is: # acquire new customers # retain existing customers # get the community talking about the offers, brand or product # to participate with the brand # brand affinity # drive sales, ROI, Connect the brand with the consumer
Proposal must show client how you plan to
Media Mix
CPM Mobile search
and display
Social Media
3rd Party
Partnerships
CPC CPA
SEO
PPC
CPM (display
)
Choose your channels wisely
There are many to choose from
Jesse Thomas have created the Conversation Prism
Media Buying Knowledge of
estimating costs Savvy negotiating
Added Value Event marketing
Great relationships
Volume Impelement
Cherylann Smith
Jozi town
@mylifescape
Digital explorer & native, optimist, social creature, believer in love
Explorative social sticky
Forever young
I believe in collabora've informa'on sharing in order to grow and learn. The images used in this presenta'on are found from different sources all over the Internet, and are assumed to be in public domain and are displayed under the fair use principle. I provide informa'on on the image's source and author whenever possible, and I will link back to the owner's website wherever applicable. If you are the owner of the images and you believe that their use on this site is in viola'on of any copyright law, then please contact me directly.
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