Six Steps to Successful Digital Media Planning

How to create a digital media plan that achieves your marketing objectives and optimizes ROI while staying within budget.

To succeed in the new normal, companies must adapt to the changing advertising climate. Optimizing your digital media planning to reflect consumers’ fast-evolving needs is likely on every marketing leader’s agenda.

If you’re looking for ways to optimize your media plan to reach advertising objectives and save time and money, read on. To learn the key steps to effective planning that will maximize your return on media investment (ROMI) and help you achieve your marketing goals, keep reading.

1- You need to identify your target audience and their pain points.

Marketing today relies on creating positive customer experiences. Customers no longer base their loyalty on price or product alone. Instead, they stay loyal to companies that address their needs and provide a great experience. If you don’t keep up with customer needs, they’ll leave you. This means you need to focus on specific audience pain points and needs and identify how to communicate your message to your target buyers in an engaging and appealing way.

There’s no point trying to reach everyone, so it’s important to carefully profile your ideal customer. If you know what they’re interested in and where they live, what age they are, their gender and occupation, then you can choose the best media to reach them and convert them.

2-Before you can create an effective media plan, you must first determine your objective.

Markets have changed since before the pandemic. Your media objectives should reflect this change. Establish one or two objectives to give your media plan something to aim for. To establish your media objectives, focus on reach, frequency and cost.

Check the ideal frequency of each channel. Also, remember to combine information from your offline and online campaigns to see how people are interacting with your campaign and if the ad has fatigued or not.

3- Develop a media mix that works for you

Armed with your target audience personas and your campaign goals, you’re now ready to figure out how to use each channel effectively. There are a lot of channels available, and you should resist the urge to use all of them.

Marketing optimization platforms (like Cubik) are designed to help you make decisions about how to plan, manage and optimize your digital media campaigns. These platforms can be customized to suit your needs, and offer reports that allow you to visualize data and compare it with business goals. Attribution frameworks can also be helpful when monitoring campaign performance across channels.

4-Invest in technology that makes your campaigns work better.

With the data from Cubik, you can optimize your media plan next by finding out which channels your brand should be focusing on. We know that what brands and agencies struggle with the most is siloed data between teams, especially when it comes to creating omni-channel advertising campaigns. Cubik was built to give you a 360-degree overview of your plans and targets, integrated with ad performance.

5- Monitor, measure and improve

As you build a media planning strategy, it is important to monitor, track, and analyze your campaign performance. You cannot just set your plan in motion and forget about it; you need to be able to manage it effectively to maximize your return on investment.

By having a hands-on approach to your media plan, you’ll be able to identify opportunities to optimize performance in real-time based on what is or isn’t working in each channel.

6- Manage your ad campaigns from a single platform.

With multiple campaign channels spread across many different media types, you can use a tool like Cubik to see how your campaigns are doing. The tool presents your entire media plan in one place, giving you a single dashboard to track performance and make adjustments as necessary. Your performance can be analyzed at the strategic level including KPIs and areas of optimization such as shifting budgets or making other critical adjustments.

Get in touch with us for a free platform demo and to learn more about how Cubik can help you run more effective campaigns.