Media Guideline_Mindset And Steps_updated

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Media Guideline_Mindset And Steps_updated

  1. 1. MEDIA PLANNING GUIDE MEDIA LEVEL
  2. 2. 1. UNDERSTANDING – OFFLINE/ONLINE 2. OBJECTIVE 3. COMMUNICATION 4. PROMOTE PLATFORM 5. METRICS 6. CHANNELs 7. TOOLs 8. MEASUREMENT TABLE OF CONTENT
  3. 3. 1. UNDERSTANDING – OFFLINE/ONLINE 2. OBJECTIVE 3. COMMUNICATION 4. PROMOTE PLATFORM 5. METRICs 6. CHANNELs 7. TOOLs 8. MEASUREMENT TABLE OF CONTENT
  4. 4. THE PICTURE ONLINE OFFLINE
  5. 5. WHAT IS OFFLINE OFFLINE CONSUMTION TRADITIONAL PUBLIC
  6. 6. OUT OF HOME
  7. 7. PRINT ADS
  8. 8. WHAT IS ONLINE ONLINE/OFFLINE CONSUMTION DIGITAL DEVICES
  9. 9. ONLINE OR OFFLINE WHAT IT DIFFERENCE !
  10. 10. TRADTIONAL I AM A AUDIENCE TV Radio PRINT AD
  11. 11. AS A INTERACTIVE MEDIA I ONLY HEAR, VIEW AND READ
  12. 12. AS A INTERACTIVE MEDIA I ONLY HEAR, VIEW AND READ ONE WAY
  13. 13. DIGITAL I AM A USER Laptop PC Mobile/Table
  14. 14. AS A DIGITAL MEDIA NOW, I CAN LIKE, COMMENT AND SHARE
  15. 15. NEW WAY COMMUNCATION Now I can like, share, comment TWO WAY
  16. 16. NEW WAY COMMUNCATION Now I can like, share, comment DIGITAL MEDIA CREATE A NEW WAY COMMUNICATION TO ONLINE CONSUMER
  17. 17. WHAT YOU ARE MASS MEDIA FOCUS MEDIA SMART MEDIA
  18. 18. WHY MEDIA DIRECTION  HUGE BUDGET  MASS ALL CHANNELs  MEDIUM BUDGET  FOCUS ON SOME CHANNELs  SMALL BUDGET  SMART TO FEW CHANNELs
  19. 19. 1. MARKETING ISSUES 2. OBJECTIVE 3. COMMUNICATION 4. PLATFORM 5. DIGITAL MEDIA 6. SOCIAL MEDIA 7. ONLINE CRM 8. MEASUREMENT TABLE OF CONTENT
  20. 20. TO SET AN OBJECITVE TO CREATE BRAND AWARENESS RECONIGTION OR RECAL BRAND AWARENESS BRAND ENGAGEMENT BRAND CONSUMTION TO CREATE BRAND LOVE TO CREATE CONSUMTION
  21. 21. OBJECTIVE FOR WHAT BRAND FMCG: Clear, Life Boy. etc F&B: Pepsi, Cola, etc Foot& Sport: Nike BRAND AWARENESS BRAND ENGAGEMENT BRAND CONSUMTION Pharmacy: Nic, Wellness Tourist: Viet Travel Cosmetic: thefaceshop, Skin Food Food Retailer: Domino Pizza E-Commerce: Lazada, Sendo, Zalora Shopping Retailer Education: Topica
  22. 22. THE MOST OF BRANDs SPEND FOR AWARNESS
  23. 23. 1. UNDERSTANDING – OFFLINE/ONLINE 2. OBJECTIVE 3. COMMUNICATION 4. PROMOTE PLATFORM 5. METRICs 6. CHANELs 7. TOOLs 8. MEASUREMENT TABLE OF CONTENT
  24. 24. MEDIA SUPPORT FOR COMMUNICATION Type of Response Message Objective Message Strategy Think Awareness brand knowledge Understanding conviction Info generic credibility Feel Brand image & personality Liking Desire self identity Emotion Association lifestyle Do Buy, try, register, visit, contact Incentive Remind interactive call to action COMMUNICATION STRATEGY
  25. 25. THINK BANNER
  26. 26. FEEL BANNER
  27. 27. DO BANNER
  28. 28. 1. UNDERSTANDING – OFFLINE/ONLINE 2. OBJECTIVE 3. COMMUNICATION 4. PROMOTE PLATFORM 5. METRICS 6. CHANNELs 7. TOOLs 8. MEASUREMENT TABLE OF CONTENT
  29. 29. VIDEOFAN PAGE MOBILE APPWEBSITE DIGITAL MEDIA SUPPORT
  30. 30. SAMSUNG S6 MICROSITE
  31. 31. 1. UNDERSTANDING – OFFLINE/ONLINE 2. OBJECTIVE 3. COMMUNICATION 4. PROMOTE PLATFORM 5. METRICS 6. CHANNELs 7. TOOLs 8. MEASUREMENT TABLE OF CONTENT
  32. 32. BASIC METRICS IMPRESSION FREQUENCY REACH CLICK CTR CVR CONVERSION/ ACQUISITION AD IMPRESSION NO. OF AD IMPRESSION PER REACH NO. OF USERS VIEW AD NO. OF AD CLICK % CLICK TO THROUGH RATE % CONVERSION RATE NO. OF RESGISTER/LEAD/ORDER/ DOWNLOAD
  33. 33. HOW IT WORK IMPRESSION AD USERS EVERY TIME AD SHOW UP WE CALL IMPRESSION
  34. 34. HOW IT WORK AD USERS REACH WHEN USER VIEW AD WE CALL REACH AN AD CAN IMPRESSION 1-10 TIMES PER USER WE CALL FREQUENCY 1-10
  35. 35. HOW IT WORK AD USERS CLICK WHEN USER CLICK ON IT WE CALL CLICK THE % BETWEEN IMPRESSION AND CLICK WE CALL CTR- CLICK THROUGH RATE CTR
  36. 36. 1. UNDERSTANDING – OFFLINE/ONLINE 2. OBJECTIVE 3. COMMUNICATION 4. PROMOTE PLATFORM 5. METRICs 6. CHANNELs 7. TOOLs 8. MEASUREMENT TABLE OF CONTENT
  37. 37. CHANNELs DIGITAL MEDIA DISPLAY ADS LOCAL BASE AD 3RD PARTY TOOLS SOCIAL ADS MOBILE ADS SEM ONLINE VIDEO EMAIL MARKETING
  38. 38. CHANNELs MOBILE ADNETWORK PUBLISHERS ADNETWORK WIFI AD FB ADS ZALO AD ITVC TRUE VIEWS GOOGLE PAID SEARCH COC COC SEARCH DIGITAL MEDIA DISPLAY ADS LOCAL BASE AD 3RD PARTY TOOLS SOCIAL ADS MOBILE ADS SEM ONLINE VIDEO OTT SERVICE/ SMS EMAIL MARKETING EMAIL
  39. 39. 1. UNDERSTANDING – OFFLINE/ONLINE 2. OBJECTIVE 3. COMMUNICATION 4. PROMOTE PLATFORM 5. METRICs 6. CHANNELs 7. TOOLs 8. MEASUREMENT TABLE OF CONTENT
  40. 40. PLANNING TOOLs LOGO NAME USING NOTE Keyword Planner Search Volume Free Display Planner Search for Website - GDN Free Consumer Barameter Digital Consumer Insight Free Similarweb Web Competitor Analytic Free/Pay FB Ad Manager Search No. of FB users Free Comscore Search Website Pay Social Listening Collect Online Consumer Pay Social Barker Fan Page Analysis Free/Pay
  41. 41. TRACKING TOOLs LOGO NAME USING NOTE Mediamind Performance Track Pay Ad Serving Banner Upload Pay Google Analytic Web Analytic Free Itracker Competitor Analysis Pay
  42. 42. 1. UNDERSTANDING – OFFLINE/ONLINE 2. OBJECTIVE 3. COMMUNICATION 4. PROMOTE PLATFORM 5. METRICs 6. CHANNELs 7. TOOLs 8. MEASUREMENT TABLE OF CONTENT
  43. 43. CHANNEL KPI DIGITAL CHANNEL KEY MEASURES iTVC Impression, iTVC completion Rate, Reach iVideo – True views Views, completion views rate Search Paid Clicks, Share Of Category Search Display Ad Impression, Reach, Click Mobile Ad Impression, SMS open Rate, Clicks, Reach, App Install Email Marketing Unique Visitor, Email Open Rate, Page Views Per Visit, Registration Owned Brand Channel – Website Session, users, Page Views, Bounce Rate E-Commerce site Average Order Value, Ad Retarget Rate, Conversion Rate, Click To Buy, Sales Social Ad Impression, Reach, Interaction (like, comment, share) brand sentiment (Social listening), WOM – Word of mount Source: Mindshare
  44. 44. THANK YOU
  45. 45. APPENDIX
  46. 46. HOW YOU WORK Client Name Product Name – Research Target Audience Budget Timeline STEP 1 STEP 2 STEP 3 Find Channel Where Target Audience Stay on Digital Reading And Analysis Channel Insight Do The Plan Contact to 3rd Party Supplier For Rate Card And Performance Info Ask Them To Confirm ASK FOR BASIC INFO PLAN MAKER ASK FOR PROPOSAL CHECK COST CHECK KPI
  47. 47. HOW YOU DO THAT Contact to Line Manager/Client/Strategy to Collect Campaign Info STEP 1 STEP 2 STEP 3 Come To Media Library To Collect Supplier Info For Rate Card And Performance Do 1 or 2 Options Per Channel Chose The Best One Ask Media Trading For Supplier Contact ASK FOR BASIC INFO PLAN MAKER ASK FOR PROPOSAL CHECK COST CHECK KPI
  48. 48. MINDSET Target Insight Media Insight Channel Insight STEP 1 STEP 2 STEP 3 MATCH CLIENT REQUIREMENT (TA, Budget, KPI) To Media Channel Do Budget Allocation And Est. Campaign Performance RESEARCH MATCHING ANALYSIS ALLOCATION EST. PERFORMANCE
  49. 49. HOW TO WIN THE PITCH LOW COST, HIGH KPI BY UNDERSTANDING MEDIA CHANNELs GOOD PLANNING BY EASY MEDIA DETAIL PLAN (GOOD LOOKING, WELL-ORGANIZE) BEST MEDIA STRATEGY BY PROPOSED MEDIA CHANNEL MAKE SENSE

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