A media plan is a strategic document that outlines the tactics and channels that will be used to reach a target audience and achieve specific communication goals. It is a key component of a broader marketing or advertising plan and it outlines the when, where, and how of media placements.
The more useful content a brand produces, the greater the loyalty. Users trust those who talk openly about themselves and share solutions to problems. It also helps to get to the top of search results:
- 77% of unique content ranks at the top of search results.
- Websites with blogs attract 55% more traffic, so companies are keen to communicate with users.
Scope of media plan development
- Identifying goals
- Identifying audience
- Budget & Schedule
- Choose media vehicles
- Creating content
- Creating graphics elements
- Dealing with the audience
Actions of media plan development
1. Define the target audience: Clearly define the target audience, including demographic information such as age, gender, income, education, and geographic location.
2. Establish the communication goals: Establish the communication goals, such as raising brand awareness, driving sales, or changing consumer behavior.
3. Research the media landscape: Research the media landscape, including traditional and digital media options, to identify the most effective channels to reach the target audience.
4. Set a budget: Set a budget for the media plan, taking into account the cost of different media channels and the overall marketing budget.
5. Develop a schedule: Develop a schedule for the media plan, outlining when and where the media will be placed, and how often.
6. Choose the media vehicles: Choose the media vehicles, such as TV, radio, print, online, social media, and out of home that will be used to reach the target audience.
7. Measure and evaluate: Measure and evaluate the success of the media plan, by tracking key performance indicators such as reach, engagement, and conversions, and make adjustments as necessary.
Deliverables of media plan development
It’s important to keep in mind that media plans should be flexible and adaptable, as the media landscape is constantly changing and the target audience may evolve over time. Additionally, it’s important to track the results of the media plan and adjust it accordingly, to make sure it’s reaching the target audience and achieving the desired results.
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