- "Be" your target audience.
- Know your marketing goals.
- Set your budget (as best you can).
- Answer the media question.
- Perfect your message.
- Measure, measure, measure.
This is where you identify the best venues to meet your target.
Most textbooks outline for media planning follow these steps:
- State media objectives (e.g., drive 3k downloads of $1 off coupon)
- Develop media strategy, be SMART:
- Evaluate media: where is most of your target spending time? How are they using these venues (entertainment, promotions, info, etc)?
- Select most appropriate media
- Determine the budget - media choices will dictate where your money goes
5. Perfect the message
There's a lot to be said about crafting the elusive "perfect pitch," but for now let's keep it to the essentials:
- Highlight your target audience's wants and needs
- Keep it simple. What is the single most important thing to say?
- Always differentiate your product/service/company. Show the consumer how your product is unique or solves a problem in a unique way.
- Keep it fresh and new.
- Capitalize on your target audience's emotional triggers.
Take the leap! Put your plan into action. This is where you carry out all the prior steps and watch your diligent planning pay off. Mobilize the various departments, get the moving parts rolling and monitor the results.
Utilize all your tools -- Blog, email, pay-per-click, social media -- and ensure the plan is rolling on all fronts by maintaining timely and comprehensive reporting tools. These reports will pay huge dividends in the next step.
7. Measure everything...then measure again
This is the last step, but it never ends. You can't over-measure your marketing campaign, but choosing what to measure can be confusing. So we've compiled a short list of the most important metrics to follow in digital advertising:
- Total visits
- Unique visitors
- Direct, referral, organic or social visitors
- Bounce rates
- Total conversions
- Customer value
- Cost per lead
To talk about creating an effective digital marketing campaign, contact us. Thanks for reading!