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Digital media 2011

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Digital Media The basics of media strategy and planning Cherylann Smith Digital Media specialist 2011
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Digital Media

The basics of media strategy and planning

Cherylann Smith Digital Media specialist

2011

Plan not for the people you reach, but for the people

they reach.                

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.

What do I need for a wow media plan?

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?

Who are we talking to?

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  

Ok, so I know who they are, and where to find them, Now what?

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

Copy Writing & Messaging Every element of copy has one

purpose: Call to action!

Media Buying Knowledge of

estimating costs Savvy negotiating

Added Value Event marketing

Great relationships

Volume Impelement

Reach Frequency

Traffic Conversion Interactions Transactions

You can measure

Cherylann Smith

Jozi town

@mylifescape

Digital explorer & native, optimist, social creature, believer in love

Explorative social sticky

Forever young

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