2023

Unlocking Success: A Step-by-Step Guide to Crafting an Effective Media planning is a crucial aspect of advertising that involves identifying the most effective media platforms to advertise a client’s brand or product to their target audience. This process is not just about choosing the right platforms; it’s about maximizing the impact of advertising campaigns and ensuring they reach their target audiences as effectively as possible. What is Media Planning? Media planning involves working within advertising agencies or media planning and buying agencies. The aim is to develop appropriate strategies using creative thinking and research. These strategies are designed to ensure that campaigns reach their target audiences as effectively as possible. Knowledge of media and communication platforms is applied to identify the most appropriate mediums for building awareness of a client’s brand. Types of Media Planning Work Media planners work with various platforms: Press Television Radio New media, especially the internet via websites and mobile apps Other more unusual platforms include promotions on buses and taxis. Responsibilities of a Media Planner As a media planner, you’ll need to: Work with the client and the account team to understand the client’s business objectives and advertising strategy. Liaise with the creative agency team, clients, and consumers to develop media strategies and campaigns. Work on several projects at the same time, often for several different clients. Make decisions on the best form of media for specific clients and campaigns. Undertake research and analyze data using specialist industry resources. Identify target audiences and analyze their characteristics, behavior, and media habits. Present proposals, including cost schedules, to clients. Recommend the most appropriate types of media to use, as well as the most effective time spans and locations. Work with colleagues, other departments, and media buyers either in-house or in a specialist agency. Make and maintain good contacts with media owners, such as newspapers, magazines, and websites. Manage client relationships to build respect and gain their trust in your judgment. Proofread advertisement content before release. Maintain detailed records. Evaluate the effectiveness of campaigns to inform future ones. Salary ExpectationsTypical starting salaries for junior, assistant, and basic media planner/buyer positions range from £15,000 to £22,000. As a media planner with several years’ experience and managerial or team leader responsibilities, salaries are in the region of £25,000 to £40,000. At a senior level, salaries range between £50,000 to £80,000+. Working Hours You’ll usually work 40 hours a week. However, this isn’t a 9 am to 5 pm job. You’ll be required to have a flexible approach to your working hours. The role demands regular extra hours. For example, you may need to make new business pitches often at evening presentations. You’ll also be working extra hours to meet client-led deadlines. What to Expect Media planning is a high-pressure, fast-moving profession. Most agencies are based in London with others in major cities such as Edinburgh, Glasgow, and Manchester. However, opportunities in other areas are starting to increase. Large media independents are increasingly international in scope. Many are part of a larger media and communications group whose parent company may be based in another European country or in the USA. Large agencies may represent not only regional and local clients but also national and international clients. You’ll be office-based but will travel within a working day. Occasional overnight stays will be necessary depending on the international standing of the company you work for. The job involves a high level of contact with clients and media owners so includes a degree of socializing. Qualifications Although this area of work is open to all graduates and those with an HND, having degrees or HNDs in certain subjects may increase your chances: Business or management Communication and media studies English and journalism Marketing Psychology Statistics While it’s not impossible entry without a degree or HND is less common, but not impossible. Experience in advertising, marketing, or related fields can be beneficial. Skills Required As a media planner, you’ll need to have: Strong research and analytical skills to understand market trends. Excellent communication skills to present your strategies to clients and team members. Creativity and imagination to come up with innovative campaign ideas. Good negotiation skills to get the best advertising slots for your clients. Attention to detail and ability to work under pressure and meet deadlines. Career Prospects Media planning offers a wide range of opportunities for career advancement. With experience, you can progress to senior planner, media manager, and eventually media director roles. Some media planners also choose to specialize in a particular type of media or industry. The Future of Media Planning As we move further into the digital age, the role of a media planner is evolving. Traditional forms of media such as television, radio, and print are still relevant, but digital platforms are becoming increasingly important. This includes social media, search engine marketing, email marketing, and mobile apps. The rise of data analytics is also changing the landscape of media planning. With access to more data than ever before, media planners can gain deeper insights into consumer behavior and preferences. This allows for more targeted and personalized campaigns. In addition, technology such as artificial intelligence (AI) and machine learning are being used to automate and optimize media planning processes. These technologies can analyze large amounts of data quickly and accurately, making it easier for media planners to make informed decisions. Challenges in Media Planning Despite the exciting opportunities in media planning, there are also challenges that professionals in this field need to navigate. These include: Keeping up with changes: The media landscape is constantly changing, with new platforms and technologies emerging all the time. Media planners need to stay updated on these changes and adapt their strategies accordingly. Data privacy: With the increased use of data in media planning, issues around data privacy and security are becoming more important. Media planners need to ensure they are complying with data protection laws and ethical guidelines. Measuring success: Determining the success of a media campaign can be complex. It’s not just about

Unlocking Success: A Step-by-Step Guide to Crafting an Effective Digital Marketing Media Plan in 2024 Unlock the power of strategic marketing with effective media planning! Dive into the world where marketing objectives meet the right media platforms, creating a roadmap to your success Introduction A Media Plan is an essential document in digital marketing. It’s a comprehensive plan that outlines the strategy for a marketing campaign, detailing the channels to be used, the investment on each platform, the targeting strategy, ad formats, and estimated deliverables. What is a Media Plan? A media plan is typically an Excel sheet or a PDF table that contains three types of information for any campaign: Channel Mix: This includes the channels we are going to invest in for the campaign, such as Facebook, Google Ads, and YouTube, and the amount of money we are investing in each of these platforms. Targeting and Ad Formats: This section details what targeting will be used for each channel and what kind of ad formats will be used. Estimated Deliverables: This includes forecasts about how many impressions, clicks, views, leads, app installs, etc., we expect from each channel. In many cases, especially when onboarding a new client, a media plan is also referred to as the financial proposal which goes to the procurement team. Who Works on a Media Plan? In larger agencies, there are dedicated media planners and media planning teams who work on these media plans. They are generally the campaign owners. They create a media plan based on a strategy, get it approved, and then coordinate with digital media specialists. In smaller agencies or different setups, it’s often the digital media specialists who work on these media plans and send them to clients. Importance of a Media Plan Knowing how to create a media plan or at least understanding what a media plan looks like is crucial if you are associated with digital marketing in any way. Structure of a Media Plan A good media plan is generally divided into three tabs: Summary Tab: This is also known as the Media Plan Executive Summary. This tab is generally used when you need to get approval on this media plan from your client. Executive Summary of a Media Plan The executive summary of a media plan is generally for the Chief Marketing Officer or other decision-makers who need an overview without going into detailed information. This section typically includes: Client: The name of the client for whom the media plan is being created. Project/Campaign: The specific campaign that this media plan is for. Date of Plan: The date when the media plan was created. Campaign Dates: The start and end dates of the campaign. Version: The version number of the media plan. This is important because sometimes changes are made to the plan based on client feedback, and it’s crucial to keep track of these versions. Prepared By: The name of the person or team who prepared the media plan. Agency Fees: The percentage of agency fees, which can vary based on what you agreed with your client. Currency: The currency in which the media plan is presented. VAT: The value-added tax applicable to the services. Point of Contact: The person on the client side to whom you are sending this media plan. This summary tab also includes a table showing a cost-wise breakdown on each platform (like Facebook, Google Search, YouTube, Programmatic Display, and PG Deals), budget allocation per channel, estimated leads from each channel, and estimated cost per lead. Financials and Schedule The financials and schedule section contains columns for each platform (like Facebook and Instagram), market (like UAE), budget allocation (like 50% to Sharjah and 50% to Dubai), language targeting (like 100% Arabic), and theme of the keywords (like “buy house apartment townhouse villa in Dubai”). Filling the Media Plan Once you have your media plan structure ready, you can start filling it with the relevant information. Here’s how you can do it: Billing Metrics: This is where you mention how you are buying on each platform. For example, if you are buying on a Cost-per-view (CPV) basis on YouTube, you mention it here. The billing metrics will be different for each platform based on the buying model you are choosing. Audience Size: You can get the estimated audience size from each platform based on the targeting details you provide. For example, if you go to Facebook and provide the dates, budgets, and targeting details, it will give you an estimated audience size. Frequency: This is where you mention the average frequency of ads that should be shown to the same person within a specific duration. For example, if it’s a one-month campaign and you decided with the client that on Facebook and Instagram, you will not show more than four ads to the same person within this month. Rates: The rate here is for the buying model you are choosing. For example, in terms of YouTube, it’s CPV, so 0.03 is the CPV rate (Cost Per View). Similarly, for Google Search, it is CPC (Cost Per Click), so 2.1 is the cost per click on Google Search. Clicks: You can calculate the number of clicks by dividing impressions by Click Through Rate (CTR). For example, if the general CTR you should expect for this campaign on Facebook is 0.4 percent, you put it here so you will get the clicks. CPC: This can be easily calculated because you know the budget and the number of clicks. So CPC would be the total budget divided by the number of clicks. Once all these details are filled in your media plan, it can serve as a comprehensive guide for your digital marketing campaign. Calculating Metrics in a Media Plan Once you have filled in the basic information in your media plan, you can start calculating various metrics. Here’s how you can do it: Impressions: You can calculate impressions by dividing the total budget by the Click Through Rate (CTR). For example, if the CTR for

Performance marketing and branding are crucial aspects of marketing, with performance marketing being a direct, results-driven approach and branding being a salaried employee. Understanding the target audience is essential for both strategies, as local or nationwide audiences may require a more cost-effective approach. Influencer marketing is a powerful tool for branding, aiming to create buzz around the brand. The Four Pillars of Branding include strategic, visual, messaging, and awareness, which help create a strong brand that resonates with the target audience. Achieving the right balance between performance and branding is essential for business growth. The Power of Performance and Branding in Marketing Marketing is a vast field with numerous strategies and techniques. It’s divided into two main parts: performance and branding. Understanding these two aspects can significantly impact your business growth. Performance vs Branding Performance marketing is like having a salesman. You tell them, “If you sell one product, you’ll get Rs. 100. If you sell 1000 products, you earn money. If you don’t sell, I won’t give you money.” It’s a direct, results-driven approach. On the other hand, branding is like having a salaried employee. Their job is to meet people, create awareness about your brand, and build relationships. It doesn’t matter if they sell or not. A successful business is built on a mixture of both performance and branding. The Role of Influencer Marketing Influencer marketing is a powerful tool for branding. Brands often collaborate with influencers to talk about their products or services within a specific timeframe. This strategy aims to create a buzz around the brand, making people curious about what it offers. The Importance of Target Audience Whether you’re doing performance marketing or branding, understanding your target audience is crucial. If your target audience is local, branding might be more cost-effective. However, if your target audience is nationwide, performance marketing might be a better option due to budget constraints. The Four Pillars of Branding Branding rests on four major pillars: strategic, visual, messaging, and awareness. Strategic: This involves the company’s mission, values, and overall strategy. Visual: This includes the visual elements that represent the brand. Messaging: This refers to the communication aspect of the brand. Awareness: This involves making people aware of the brand. Understanding these pillars can help create a strong brand that resonates with your target audience. Conclusion Whether you’re just starting or have been in business for a while, understanding the power of performance and branding in marketing can help drive your business growth. Remember, it’s not about choosing one over the other; it’s about finding the right balance between performance and branding that works best for your business. The Strategic Pillar of Branding The strategic pillar of branding is intrinsic and often invisible to the customer, but it governs the entire company. It’s the foundation, the “NEEV,” upon which a business is built. This pillar encompasses the company’s values, purpose, mission, and vision. Values: The Ethics of Business Values define what’s right and wrong for a business. They form the ethical framework within which the company operates. Being honest, for instance, is a value that many companies uphold. It’s about being transparent with your customers and stakeholders, even if it means admitting mistakes or shortcomings. Purpose: The ‘Why’ of Business The purpose answers the question, “Why are we doing what we are doing?” It’s the driving force behind every action and decision in the business. For example, a company might have a purpose to generate individuals who can earn a significant income each month. Mission: The ‘What’ of Business The mission statement outlines what the company wants to achieve. It should ideally be quantifiable and time-bound. However, it’s important to note that missions can change over time as businesses evolve and pivot. Vision: The ‘How’ of Business While the mission explains what a company wants to achieve, the vision describes how it plans to achieve those goals. For instance, a company might have a vision to make earning an income more accessible by providing comprehensive digital marketing courses. The Evolution of Business Goals: Mission and Vision Business goals, encapsulated in the mission and vision statements, are not set in stone. They evolve as the business grows and adapts to the changing market dynamics. Mission: The Evolving Goal A mission statement outlines what a company wants to achieve. It’s the goal that drives every action and decision in the business. For instance, a company might start with a mission to generate individuals who can earn a significant income each month. However, as the business evolves, this mission can change. The mission should ideally be quantifiable and time-bound, but it’s important to remember that it can change over time. Businesses pivot, and with each pivot, the mission can change. This is a natural part of business evolution. Vision: The Changing Path While the mission explains what a company wants to achieve, the vision describes how it plans to achieve those goals. A vision can change as the business grows and explores new opportunities. For example, a company might start with a vision to make earning an income more accessible by providing comprehensive digital marketing courses. But as it grows and expands its offerings, this vision might evolve to include creating a one-stop platform for all financial needs. Values: The Constant Guide While missions and visions may change, values often remain constant. They form the ethical framework within which the company operates. Being honest, for instance, is a value that many companies uphold. It’s about being transparent with your customers and stakeholders, even if it means admitting mistakes or shortcomings. Visual, Messaging, and Awareness: The Other Pillars of Branding Apart from the strategic pillar, there are three other crucial pillars of branding: visual, messaging, and awareness. Visual: The Look of the Brand The visual aspect of a brand includes its logo, typography, colors, and images. These elements play a significant role in how the brand is perceived. For instance, a brand might use specific colors to convey certain emotions or values. Messaging: The