How to approach while planning digital marketing for an existing or new product, what are the elements need to be taken into consideration.

1. MARKETING
COMMUNICATION
& MEDIA PLANNING
Presentation Prepared by
Bharadwaj Adapa

2. PRODUCT ANALYSIS
• Manufactures milk biscuits and distributes through various whole
sale and retail channels
• Industry Sector: FMCG
• Annual revenue: $ 2000 million in year 2018
• Sales Ranking: 3rd in both Telugu speaking states
• Major sales revenue: 60% from North Indian and 40% from South
Indian market
Note: All the figures, rankings etc mentioned in the case study are for understanding purpose only, it has no connection with any organization facts or figures
Milk Biscuit (MB)

3. ACCEPTED CUSTOMER BRIEF (pain point)
KIDS DOESN’T DRINK
MILK ON REGULAR
BASIS RESULTING IN
LACK OF CALCIUM

4. CHAMPAIGN
MILK AND TWIST

5. DIGITAL PLATFORMS
Media Planning
What Whom Where
How When How Much

6. MEDIA PLANNING
What
How many people can be reached
at
What Frequency
to
Achieve objective

7. MEDIA PLANNING
What Objective
Organization Objective Sales Profits | Market share
Agency Objective
Awareness
Share of voice
Top of the
mind recall
Brand Equity
Acquisition
Leads
Sales/Revenu
e
Footfall
Engagement
Usage
Average time
Spent
View rate

8. BUYERS PERSONA 1 (PRIMARY AUDIENCE)
• Gender: Female
• Age : 28 years
• Education : MBA HR
• Occupation : HR Manager
• Income : 50,000/month
• Location : Hyderabad, Telangana
• Marital Status : Married
Whom

9. BUYERS PERSONA 2 (PRIMARY AUDIENCE)
• Gender: Female
• Age : 35 years
• Education : B.com
• Occupation : House wife
• Income : N/A
• Location : Gunture, Andhra Pradesh
• Marital Status : Married
Whom

10. BUYERS PERSONA 3 (SECONDARY AUDIENCE)
• Gender: Male
• Age : 30 years
• Education : LLB
• Occupation : Laywer
• Income : 60,000/month
• Location : Warangal, Telangana
• Marital Status : Married
Whom

11. MEDIA PLANNING
Whom
Customers
Consumers
Influencer
Trade Partners
Competitors
Intent-driven
Non
Intent-driven
SMM
Suppliers/ Partners
Industry Database
Platform Specific
SEM
Mobile Marketing

12. MEDIA PLANNING
Decision Journey Vs Digital Platforms
Non-Intender
Intender
Research
Consideration
Purchase
SEM Social Display Video E-mail Mobile

13. MEDIA PLANNING
Where
Contextual | Remarketing | Behavioural
Impact| Sustenance| Closure

14. DIGITAL PLATFORMS
Contextual | Remarketing | Behavioural

15. DIGITAL PLATFORMS - DISPLAY ADS
Contextual | Remarketing | Behavioural
Ad Types Placing the Ad
• Static
• Dynamic
• Animated Gif
• Video
• Direct to Site
• Display Network
• Affiliate Network

16. MEDIA PLANNING
How
Communication Message
 Product Features
 Product Benefits
 Urgency
 Customer Benefits
 Societal Benefits
 Testimonials

17. MEDIA PLANNING
Communication Message Vs Marketing Funnel
Marketing funnel
Stages
Upper
Middle
Lower
Facebook Instagram You Tube Display Mobile
Canvas,
Collections,
Carousels
Static
Banner
Lead Ads
Video
GIF
Static
Banner
Video
Bumper Ads
Keyword
targeted ads
Turn view
Ads
Display &
Text Ads
Display Ads
Display &
Text Ads
GIF
Static Ads
Interstitial

18. MEDIA PLANNING
When Champaign Calendar
Channels WK1 WK2 WK3 WK4 WK5 WK6 WK7 WK8 WK9 WK10 WK11 WK12
SEM
SMM
YouTube
Display
Affiliate
Mobile
Marketing
ORM

19. MEDIA PLANNING
How Much
Communication Success Message
Brand Metrics
Business Metrics
Digital Channel Metrics

20. MEDIA PLANNING
How Much
Brand Metrics
 Brand Track
 Digital Publishers
 Suppliers/Partners

21. MEDIA PLANNING
Business Metrics
 Market Share
 Category Share
 Revenue
 Profit
 Avg. Revenue per user
 New customer acquisition cost
 Customer retention cost
How Much

22. MEDIA PLANNING
Analytics – Display & SEM
 CTR = (Click/Impression)*100
 CPM = (Cost/Impression)*1000
 CPC = Cost/Click
 Cost/Conversion
 Reach
 Cost/Unique Reach
How Much

23. MEDIA PLANNING
How Much
Analytics – Social Media
 Engagement
 Facebook – Likes, Comments, Shares
 YouTube - Likes, Dislikes, Comments, Shares
 Share of Voice
 Sentiment Analysis (Positive, Negative, Neutral)

24. MEDIA PLANNING
How Much
Analytics – Video Ads
 Views
 Cost per view
 Video completion quartiles- 25%, 50%, 75%, 100%
 CTR

25. CONTROLING YOUR COST
• Day Parting : hours/day ; days/week
• Geographic placement
• Keywords & Hashtags
• Above the fold only
• Frequency capping
• Placement Targeting / Exclusions

26. CONTROLING YOUR COST
Key Takeaways
• While planning media, don’t get swayed by media channel metrics,
but focus on Business metrics
• Understand, collaborate and compliment the digital media planning
with traditional media planning
• Concentrate on your best channels but never shy away to test new
channels
• Iterate, Persevere and Learn
• Respect content consumer’s zone