media time marketing

These days, most marketers have the task of balancing different promotional efforts across a variety of platforms. This has become a challenge in recent years as tracking a campaign’s success across different platforms isn’t universal,  in that every platform has its own metrics.

However, with a great media planning strategy as well as an understanding of what the audience is mainly looking to do and where people spend their time, marketing teams can have an easier time keeping track of the right metrics.

With that type of information, companies can make more informed decisions and optimize future campaign performance too.  

Over a decade ago, marketers were predicting mobile use to take over the general internet access across the globe as companies started introducing mobile-first approaches to web design. These approaches were informed by smartphone analytics that were focused on the consumers, which led to a drastic increase in how people spend their time consuming media.   

These days, across all demographics, mobile use has been the top way that people spend their time consuming media, which makes mobile marketing analytics and data more vital than ever for companies. Furthermore, this trend of mobile consumption is predicted to increase even more in the coming years, mainly from the increase of video and streaming on mobile devices.  

Media Planning 

With the help of an effective media plan, companies can create specific advertising opportunities for themselves that can target specific audiences while also sticking to a company’s marketing budget. When creating a media plan, marketers should take goals, budget, target audience, platforms, and content all into perspective.  

One of the biggest benefits of a media plan is they help  companies leverage different forms of media, and create a data-driven plan. This provides marketers with a hub of information that can be utilized across multiple platforms, optimize messaging for campaigns, and streamline the review process for the campaign itself.  

With the help of a comprehensive media plan, companies can make data-driven decisions that can improve their marketing return on investment (ROI), and achieve better results. There are plenty of digital tools available that allow marketers to make faster, smarter, and more accurate choices for a media plan, with different scenarios in place.  

Challenges 

Despite all of the helpful tools available, sometimes media planning can become challenging because of the different contributing factors that marketers have to be mindful of.   

Marketers have to focus on targeting the consumers at a detailed level in order to easily determine the right messages that will resonate with them . That also means understanding which platform the target audience prefers to utilize and at what time. Furthermore, marketers also have to be mindful of the company’s marketing budget, which can limit the flexibility of a campaign, and keep track of the right metrics to understand how well the campaign is performing. 

See also  The Human Side of New Media Communication
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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.