Media Planning and Media Buying is the process of negotiating, setting the goals, strategizing and purchasing advertisement placement. In one hand media planners define campaign goals and targeted customers, but on the other hand media buyers try to optimize advertising performance in the campaign lifecycle. Here are some explanations about media buying and media planning with more details:
The first step in order to be successful in advertising campaigns is to find an appropriate audience. In other words, a media planner main mission is to find the target audience based on the type of business and product. In addition, the media planner tries to expand the advertising campaigns from different ways, establish the basis of goals and use different channels to transfer the brand`s message effectively.
In fact, for each media planner, this process begins with two important factors: first, analyzing the current situation of that industry and second, analyzing the relevant and accessible mediums. As a result, the media planner can be aware of the customer`s motivations and habits in order to execute the campaign in the best way. Moreover, accurate measurement of needs, competitive positions and setting realistic goals can help media planners to execute a campaign with a specified budget.
Step-by-Step to Media Planning
1- Identifying the Right Audience
As a planner, the first question to ask yourself is: Who is your target audience? Create a detailed profile of your customers based on the age, gender, average income, interests. In order to identify your customers. Knowing these features is a vital factor to execute a successful campaign.
2- Research on Target Market
Next step is to identify the customer`s behavior. In order to set the targets more accurate, we should know which platforms do the audience use, what kind of advertising has a better result in that platform and what is the audience vision to our competitor`s brand.
3- Set the Objectives
As we said above, We determine which platform of advertising is more appropriate for our target audience and target market.
In this step, we choose some methods in order to monitor the campaigns and advertisements based on our goals. Here some questions may arise; Did we reach to the right audience? Has our brand`s message transmitted to the audience? Did we have enough creativity? Answering these questions helps us to find the correct method aligned with our targets.
6- Evaluating of Results
In this step, we evaluate the results of our activities according to our previous methods and key performance indicator (KPI) and finally if it’s needed, we can also use other methods based on our targets in order to achieve a desirable result. The next step is media buying.
After media planning, the next step is media buying. Media buying is another aspect of marketing which is essential for every business. The goal of media buying is brand awareness and presenting products and services.
It should be noted that media buying should be based on the customer’s goals, budget, demands, timing and hence, media buying provides the best advertising platform for campaigns.
While in the Traditional mediums such as television, radio and magazine which identifying targeted audience and advertising for them is difficult, in the digital era in social mediums like Facebook, we can determine our audience based on the user`s data and advertise particularly for them. Additionally, by Click through rates and view rates, we can estimate Lead generation. Moreover, it helps us to find out the rate of return on investment.
In conclusion, Media Planning and Media Buying should take place together. Neglecting each of them will not help us to reach our targets. Contact with Macan digital Marketing Agency if you need media buying and media planning in Dubai.