Digital MediaThe basics of media strategy and planningCherylann SmithDigital Media specialist2011
Plan not for the people youreach, but for the peoplethey reach.	  	  	  	  	  	  	  	  
Digital Media Planning procedures encompass:• clearly defining the campaign parameters• carefully analysing and understandi...
What do I need for awow media plan?
Media Planning Process BriefResearch & BrainstormingStrategic Idea, Budget Segmentation & PlanningProposalMedia ScheduleCr...
Digital Media Brief: Roadmap to awesome Media Plan#Overview#Campaign Objective#Digital Objective#Audience: Key target mark...
People arebombardedby brandscontactingthem andadvertisingevery day…How will your campaignstand out and beeffective?How wil...
Who are we talking to?Who are they?Where are they?Where do they engage?What do they consume?What do they like?How do they ...
Who are we talking to?
Meet your audience•  savvy, sophisticated and particular•  jaded and just about immune to traditional advertising•  instin...
Ok, so I know who they are, and where to findthem, Now what?
The approach to a mediasolution entails a shift fromadvertising to social influence. The objective of the media is:# acquir...
MediaMixCPM MobilesearchanddisplaySocialMedia3rdPartyPartnershipsCPCCPASEOPPCCPM(display)
Choose your channels wiselyThere aremany tochoose fromJesse Thomas have created the Conversation Prism
Copy Writing & MessagingEvery element of copy has onepurpose: Call to action!
Media BuyingKnowledge ofestimating costsSavvy negotiatingAdded ValueEvent marketingGreatrelationshipsVolumeImpelement
ReachFrequencyTrafficConversionInteractionsTransactionsYou can measure
Cherylann SmithJozi town@mylifescapeDigital explorer & native, optimist,social creature, believer in loveExplorative socia...
I	  believe	  in	  collaborave	  informaon	  sharing	  in	  order	  to	  grow	  and	  learn.	  	  The	  images	  used	  in...
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Digital media 2011

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The basics of Digital media buying is a talk I have presented, unpacking the fundamentals of

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Digital media 2011

  1. 1. Digital MediaThe basics of media strategy and planningCherylann SmithDigital Media specialist2011
  2. 2. Plan not for the people youreach, but for the peoplethey reach.                
  3. 3. Digital Media Planning procedures encompass:• clearly defining the campaign parameters• carefully analysing and understanding the target market & objective• strategically matching that to the mobile and online media space• with an optimised combination of targeted high traffic sites & contextual wow • focusing on delivering on the campaign objective & effective reportingDigital Media ApproachMedia Plan:Finding sites thattarget your audiencewhere they are.
  4. 4. What do I need for awow media plan?
  5. 5. Media Planning Process BriefResearch & BrainstormingStrategic Idea, Budget Segmentation & PlanningProposalMedia ScheduleCreative Mix MatrixBuying & NegotiatingMonitoring & OptimizationInsights & ReportingDirecon  Ideaon  Unpack  the  brief  Means  of  achieving  objecves  Present  ideas  Taccs  Messaging  Cost  efficiency    Delivery  Learnings  
  6. 6. Digital Media Brief: Roadmap to awesome Media Plan#Overview#Campaign Objective#Digital Objective#Audience: Key target market#Campaign Dates#Budget#Measure of success#Campaign Elements#Supporting media
  7. 7. People arebombardedby brandscontactingthem andadvertisingevery day…How will your campaignstand out and beeffective?How will your campaignstand out and beeffective?How will your campaignstand out and beeffective?
  8. 8. Who are we talking to?Who are they?Where are they?Where do they engage?What do they consume?What do they like?How do they behave?When do they share?
  9. 9. Who are we talking to?
  10. 10. Meet your audience•  savvy, sophisticated and particular•  jaded and just about immune to traditional advertising•  instinctive sense of quality and fair pricing•  inundated with choices•  understand that countless brands covet their business•  intensely sceptical of new brands•  use brands as important forms of self-expression•  respond to a brand’s emotional appeal, not to tangible orfunctional attributes tough customers?!!… so how do you build an emotionallypotent brand that connects with the Connected Generation?  source:  Mind  Your  X’s  and  Y’s  by  Lisa  Johnson  &  Cheri  Hansen,  2009  
  11. 11. Ok, so I know who they are, and where to findthem, Now what?
  12. 12. The approach to a mediasolution entails a shift fromadvertising to social influence. The objective of the media is:# acquire new customers # retain existing customers# get the community talking about the offers, brand or product # to participate with the brand# brand affinity# drive sales, ROI, Connect the brand with the consumer  Proposal must show client how you plan to  
  13. 13. MediaMixCPM MobilesearchanddisplaySocialMedia3rdPartyPartnershipsCPCCPASEOPPCCPM(display)
  14. 14. Choose your channels wiselyThere aremany tochoose fromJesse Thomas have created the Conversation Prism
  15. 15. Copy Writing & MessagingEvery element of copy has onepurpose: Call to action!
  16. 16. Media BuyingKnowledge ofestimating costsSavvy negotiatingAdded ValueEvent marketingGreatrelationshipsVolumeImpelement
  17. 17. ReachFrequencyTrafficConversionInteractionsTransactionsYou can measure
  18. 18. Cherylann SmithJozi town@mylifescapeDigital explorer & native, optimist,social creature, believer in loveExplorative social stickyForever young
  19. 19. I  believe  in  collaborave  informaon  sharing  in  order  to  grow  and  learn.    The  images  used  in  this  presentaon  are  found  from  different  sources  all  over  the  Internet,  and  are  assumed  to  be  in  public  domain  and  are  displayed  under  the  fair  use  principle.  I  provide  informaon  on  the  images  source  and  author  whenever  possible,  and  I  will  link  back  to  the  owners  website  wherever  applicable.    If  you  are  the  owner  of  the  images  and  you  believe  that  their  use  on  this  site  is  in  violaon  of  any  copyright  law,  then  please  contact  me  directly.  Disclaimer and Privacy Policy

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