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Media Planning: A Step-By-Step Guide

You’ve put in years of hard work in building your brand through word of mouth and personally servicing smaller circuits. But now, it’s high time to grow beyond the horizon. Naturally, the next step is to start advertising on an elevated scale.

Before you jump in with an advertising budget with some basic tips on where you should start marketing, make sure that you have spent a decent amount of time in Media Planning.

Wait, what’s Media Planning?

Media Planning is the process of concluding the best way for any business to share marketing content with its target audience. This is a critical pre-execution action for any marketing plan as it will determine its efficiency and success.

In brief terms, this is the process that determines HOW, WHEN, WHERE, and WHY for your marketing media distribution plan.

Are there any benefits of Media Planning

Media Planning for advertising has a range of benefits that assists in content creation and distribution, this also includes:

  • Development of customer persona with a deeper understanding of your target audience.
  • Ability to decide the platform(s) on which you can reach your target with the best efficiency.
  • Ability to share your marketing message in the most relatable way to your target audience.
  • Determination of the frequency of impressions on your target audience through promotions.
  • Information regarding the latest trends and technology adopted by your target audience for media distribution.
  • Information regarding the latest trends and technology adopted by your target audience for media distribution.
  • Information regarding the latest trends and technology adopted by your target audience for media distribution.
  • Clear understanding of goals and expectations from the promotional content and campaign.
  • Better tracking of success with improved KPI analysis.

With this in mind, you can now take begin the process of media planning for your product’s promotion.

How do I proceed?

The Media Planning Process requires patience and an open mind. It’s very important to ensure that you don’t hang on to any assumptions, and that is our first step.

1. Conduct Market Research

Your business doesn’t run on optimism, it runs on revenue. It is important to understand where you can develop the best possible revenue cycle.

By identifying your target audience, you can first develop a customer persona. This will help you in determining the preferred mode of media consumption. This way you can dedicate your resources accordingly to yield the maximum reach on your promotions and content.

2. define Clearly your Media Planning Objective

It is important to clearly state what you expect from your Media Planning. This enables you to identify which platforms and marketing messages you do and do not need. Additional benefits of clearly defining your media planning objectives are as follows:

  • Improves collaborative efforts across all teams for content development, production, and distribution across all media vehicles.

  • A more streamlined content distribution process across all concerned platforms.
  • Better management of timelines and improved efficiency in getting marketing content across to the target audience.
  • Exponential improvements in KPI output and overall improvement in ROI.

3. Create a media plan

Now you have all the information you need. You can now move ahead to make an informed decision when it comes to deciding How you’re developing your content, Where to publish it, When to publish it, and Why it is the best platform to promote your products and services.

This plan will act as your roadmap for promotional execution. This will include all forms of content which includes written content, static visuals, videos, and audio. It will also help in keeping your content organized and maintaining consistency across all aspects and platforms of promotion.

This plan usually contains your brand’s identity, messaging guidelines, and a publishing/distribution/broadcast calendar for your Digital, Electronic, Print, and Outdoor Media.

Remember, there isn’t a silver bullet solution for a marketing plan. So it’s natural to not get it right in the first go. The key is in keeping your plan flexible for any changes that you may need to make. The only thing that you have to be certain about is the goal or your desired outcome from your media planning.

4. Execute your plan

It is important to ensure that all involved parties in your Media Plan are completely aware of the essential details. This will enable them to execute their respective tasks accordingly and stay coordinated with the effort at large.

Assign a single funnel executive who is well-versed in the Media Plan. This individual will act as a primary reference point and the go-to person for any required clarifications that may be required throughout the execution phase.

Stick to your calendar and make sure that the team is completely aware of every milestone and execution target. Also, ensure that the content team and publishing team are well coordinated with multiple touchpoints throughout the campaign.

5. Evaluate your plan (Post-mortem)

Make sure that you measure the success of your media planning after every execution. It is important to ask questions like:

  • How well did your media planning help your team in achieving your pre-stated goal?
  • If it didn’t why did the planning not work?
  • How did your target audience respond to your communication and messaging?
  • How did the planning elements like the calendar and the guidelines help in execution?
  • Are there any additional improvements that can be made to your media planning elements?

Remember, the success of your next media planning is directly related to what you have learned from your previous campaign.

It is important to ensure that you make honest changes in decisions regarding the feedback that you get.

If you are looking for result-oriented Media Planning, Buying and Creative Services, Reach out to Ritz Media World. The best Advertising Agency in Delhi and NCR.

We have also been awarded by the Economic Times as ‘The Most Trusted Advertising Agency in Delhi & NCR’ for the year 2022.

You can reach out to us directly via our contact us page, or give us a call by clicking on the number given in the footer.

Until then. Happy Advertising!

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We’re always learning and growing with time. Our blog is a repository of what we’ve learned as advertisers over the last 14 years. This will help you make better decisions while advertising.

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