It is a strategy to organize the content and virtual media through which brands, as well as their products and services, can be positioned. Marketing campaigns are well aware of the importance of a digital media plan.
Have you ever wondered how companies promote their products or services online? This is a job that is part of the functions of digital marketing, which relies on the development of strategic content to be disseminated in the various virtual media that have been developed thanks to the evolution of the Internet.
Therefore, it is necessary to know the importance of the digital media plan, since it allows you to choose the most appropriate actions to communicate the brand image to your target audience. This plan aims to ensure that digital marketing strategies achieve positive results. Therefore, it is necessary to find out what it is about.
What is a digital media plan?
This involves planning all the media that have a presence on the Internet and that can be used by a brand or company to have a virtual presence and position itself, as well as its products or services , through a digital marketing campaign. The aim of the digital media plan is to target a specific audience and have a positive impact on it . It defines the route that will help to delimit the appropriate audience, media or communication channels, actions and deadlines to carry out digital campaigns and achieve strategic objectives.
In this sense, the doctor in advertising and professor Antón Álvarez Ruiz , states in his book The magic of planning. How to use strategic planning to enhance the effectiveness of communication (2017), that “the application of planning techniques helps to recover the coherence lost in digital actions and to integrate all brand communication under a single strategic perspective”. Therefore, the essential objective of the digital media plan focuses on determining the most appropriate way to transmit various specific messages to the company's target audience, adjusting to the characteristics of each medium.
Why is a digital media plan important in marketing campaigns?
In order to ensure positive results when developing a digital marketing strategy and maximise its benefits , it is really important to develop a digital media plan that responds efficiently. In addition, a good mix of digital media makes it easier to achieve objectives.
This plan makes the most of the investment made in digital media, in addition to achieving effective monitoring of digital campaigns. All of this results in a great return on the investment made. There are other benefits that reinforce the importance of the digital media plan, as shown below:
It helps you save by comparing the cost of advertising in traditional media.
It allows you to plan a budget and manage it efficiently.
It helps to analyze the importance of each digital medium available cpa email lists and take advantage of them in the marketing campaign.
It promotes the planning and production of messages with quality content to achieve a positive impact.
Thanks to its segmentation capacity, it helps achieve results much faster.
Helps to visualize dates that may be important to audiences.
Allows you to create key KPIs to measure return on investment.
How to make a digital media plan?
When creating a digital media plan, the goal is to analyze the market, establish digital media objectives, develop and execute the plan, and finally, evaluate the entire plan to verify its success or failure. Based on this premise, the following steps must be followed to make an effective plan:
1. Analyze the market and the company
In this first stage, it is necessary to analyze the market to understand the competition, identifying their strategies, as well as determining the threats and opportunities to develop the best plan. In addition, it is essential to carry out an internal analysis to understand the company's situation and use its strengths.
2. Know your customers
By analysing the market, you will know your ideal customer well. This target should consider who would buy your products or hire your services. Therefore, it is necessary to carry out a specific segmentation to choose the appropriate media, taking into account their habits and which media they consume the most.
3. Set clear goals
It is essential to clarify what the plan is intended to achieve, establishing a series of specific objectives that respond to the intention of the strategy. These objectives must be real, specific, achievable, clear, relevant and easily measurable. Also, the KPIs that will be used to measure effectiveness must be defined.
4. Choose the media
When choosing media and channels, their weight must be considered within the digital marketing strategy, considering that you must always think about which digital media are the most effective for communicating a given message, as well as for reaching the audience and meeting the established objectives.
5. Define the budget
This step is essential to know the available resources that will allow this plan to be carried out, taking into account the means that will be used. Determining the budget that will be used in each medium helps to be clear about what will be invested in each one. What is sought is to comply with the strategy, only with the approved money.