The document provides an overview of digital media planning procedures. It discusses defining campaign parameters, analyzing the target market and objectives, and strategically matching these to online and mobile media. The document also outlines researching the audience, choosing appropriate channels, developing messaging, estimating costs, and measuring results. The goal is to connect brands to consumers through social influence rather than traditional advertising.

1. Digital Media
The basics of media strategy and planning
Cherylann Smith
Digital Media specialist
2011

2. Plan not for the people you
reach, but for the people
they reach.

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 reporting
Digital Media Approach
Media Plan:
Finding sites that
target your audience
where they are.

4. What do I need for a
wow media plan?

5. Media Planning Process
Brief
Research & Brainstorming
Strategic Idea, Budget Segmentation & Planning
Proposal
Media Schedule
Creative Mix Matrix
Buying & Negotiating
Monitoring & Optimization
Insights & Reporting
Direc'on
Idea'on
Unpack
the
brief
Means
of
achieving
objec'ves
Present
ideas
Tac'cs
Messaging
Cost
efficiency
Delivery
Learnings

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. People are
bombarded
by brands
contacting
them and
advertising
every day…
How will your campaign
stand out and be
effective?
How will your campaign
stand out and be
effective?
How will your campaign
stand out and be
effective?

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. Who are we talking to?

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 or
functional attributes
tough customers?!!
… so how do you build an emotionally
potent brand that connects with the
Connected Generation?
source:
Mind
Your
X’s
and
Y’s
by
Lisa
Johnson
&
Cheri
Hansen,
2009

11. Ok, so I know who they are, and where to find
them, Now what?

12. The approach to a media
solution entails a shift from
advertising 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. Media
Mix
CPM
Mobile
search
and
display
Social
Media
3rd
Party
Partner
ships
CPC
CPA
SEO
PPC
CPM
(display
)

14. Choose your channels wisely
There are
many to
choose from
Jesse Thomas have created the Conversation Prism

15. Copy Writing & Messaging
Every element of copy has one
purpose: Call to action!

16. Media Buying
Knowledge of
estimating costs
Savvy negotiating
Added Value
Event marketing
Great
relationships
Volume
Impelement

17. Reach
Frequency
Traffic
Conversion
Interactions
Transactions
You can measure

18. Cherylann Smith
Jozi town
@mylifescape
Digital explorer & native, optimist,
social creature, believer in love
Explorative social sticky
Forever young

19. I
believe
in
collabora've
informa'on
sharing
in
order
to
grow
and
learn.
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presenta'on
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over
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domain
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displayed
under
the
fair
use
principle.
I
provide
informa'on
on
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image's
source
and
author
whenever
possible,
and
I
will
link
back
to
the
owner's
website
wherever
applicable.
If
you
are
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owner
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believe
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is
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viola'on
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any
copyright
law,
then
please
contact
me
directly.
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