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.
