ONLINE MEDIA PLANNING AND BUYING
Online Marketing Courses in Mumbai
ONLINE MEDIA PLANNING AND BUYING COURSES IN NAVI MUMBAI
Online media planning is the strategic process of undertaking the research, setting goals. It also includes identifying the ideal target segment with a fixed budget then accordingly come up with the follow-up plan. It includes the selection of a particular platform or channel to communicate the message through advertising. In a house, management can form Media planning or it can be outsourced. Basically, these concepts revolve around with a motive to provide a media platform to the company’s product/services with a well-organized advertisement. The media planner develops the right message through advertisement with a proper online platform to maximize it reaches digitally.
Under the media tools, media planning is a primary step whereas media buying is a secondary step.
Online media buying is meant to gain exposure through the means of advertisement. In order to gain exposure, the company/organization is compelled to buy the specific platform required for its media representation.
As a result, online media planning, and buying are mainly carried down to accomplish marketing objectives.
The effective planning and buying can give the output of brand differentiation and increased level of awareness among the general public. As traffic digitally is increasing continuously, the marketer knows that running ad campaigns online by means of buying a media platform is one of the cost-effective measures. As consumer spends more time online it has considerably become a platform to display advertisement in the long-run for improving reach and online visibility.
Media buying performs the function of connecting the message of advertisement with the ideal audience for increasing the efficiency of the intended advertisement.
For effective execution of media planning and buying the following aspects have to be taken into consideration.Setting goal/objectives
It is an important aspect of media tools.
The company must set its goals, visions, and missions in accordance with its marketing objectives. The set goals must focus on fulfilling the objectives of the respective ad campaign. The goals set by the company should be smartly followed by being specific, measurable, achievable, realistic, and time-bound.
- Identifying the media channel
The selection of appropriate media channels in order to conduct an ad campaign is an essential step on the part of the organization. It also includes the placement of media outlets, publication, advertisers’ messages, etc.
- Targeting the ideal audience
Who are ideal customers? What is the scale of the audience? How is market segmented? What is the general attitude of the public towards the company’s ad? Finding the answer to those questions based on research can give the marketer an idea to come with a follow-up plan in systematic order. Similarly also enhances the following process in order to execute an effective solution for planning and undertaking the intellectual buying process.
- Research on the effectiveness of a message
Deciding on what message is to be communication with the online audience requires an efficient decision making effort on the part of management.
- Market testing
It is best to first test the output of advertisements on a particular media platform to get a better understands of it.
Accordingly, changes can be made to fulfill the requirements of marketing by coming up with a better strategy to gain better media exposure.
- Budget setting
Budget setting is one of the most important factors to be considered before implementation. According to the budget available, the marketer can set the reach and select the online media available with a proper plan.
This phase includes negotiations bringing the media buying at best suitable rates. The marketer looks into the budget and accordingly negotiates by setting out the terms and conditions. Execution
Execution is the last phase. It directly includes the implementation of the entire process. Here the marketer works towards the execution of a successful ad campaign. The ultimate goal of running an ad campaign on the part of the organization is to gain exposure via digital media channels.
Following are the benefits when businesses undertake online media planning and buying:
It searches the most effective to reach a large number of an online audience. By also taking into consideration the aspect of cost-effectiveness it focuses on gaining brand recognition. The implementation of media planning ensures optimum utilization of marketing tools and techniques via a digital media platform.
The experts having precise knowledge in the aspects of online media planning and buying helps to frame the strategic plan. This strategy is targeted to meet the organization’s goals and objectives.
Experts can assist the business to improve their productivity with the application of technical and presentation skills in order to grab a stable position online.
- Drives conversion
The continuous updations and reminders on the part of the company help to gain exposure. The creative media buying of digital platforms will open up various opportunities to represent the respective company in a positive manner. Thus enabling the business to drive conversion by converting the potential target audience into active customers. It also leads to sales and lead generation.
- Communication of the company’s objectives
It ensures the selection of appropriate communication tools with planning and buying. It displays the company’s goals, objectives, visions, missions, and performance to create publicity and hence worth gain brand recognition. The message reaching the target audience is planned in a way, which generates a positive image towards the brand. This creates trust leading the company to get a better position in the current market with strong company-customer interaction.
- Wide range of selection
The marketer has alternative choices to display his/her advertisements through different media platforms. According to the selection of the media platform, the reach of an advertising campaign may also differ.
Following are the various platform in order to ensure the implementation of successful advertisement campaign services:
Etc. and other social media platforms.
From these choices, the marketer can select the range of marketing tools and techniques in accordance with the organization’s budget.
- Ensures constructive competition
The level of marketing efforts along with creative solutions and reach is different for different companies. The application of an effective media platform helps to beat competitors. The strategy of media buying creates a differentiation between the functioning of an organization and its competitors.