Before you start creating a media plan, you need to collect and analyze data about the company, competitors in the market, audience, and what promotion strategy was used before and how effective it was. This information will help you define the goal and understand what tools you can use to achieve it.
The client needs to fill out a brief about the company: describe its history, mission, and values, and also indicate the direction of business and services that the company offers. For a complete picture, it is worth studying competitors, their strengths and weaknesses.
You need to determine what audience to target advertising for. Demographic data (age, gender, income, education), psychographic data (values, interests, behavior).
This can be either a local or regional market. You will a complete list of unit mobile number database need information about potential clients in the selected region, its features, and consumer behavior. Segment the target audience into groups based on certain characteristics. This will allow you to more accurately target advertising messages.
Find out the history of past campaigns: a description of previously held advertising events, how they were organized, and what channels were used.
Key performance indicators (KPIs) such as reach, number of leads, conversions, and return on investment (ROI). Analyze the strengths and weaknesses of previous campaigns, what worked and what didn’t, and draw conclusions based on the experience.
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How to calculate projected indicators in a media plan
The media plan specifies the promotion channels that are suitable for a certain type of business. The effectiveness of these channels can be assumed by several indicators: clicks, impressions, cost per click. To visualize what traffic a particular channel will cover, you can calculate it before launching. You can use different platforms for this. Let's consider Yandex Direct and VKontakte.
In Yandex Direct:
The platform provides a forecast tool. To use it, on the main page of Direct, click on "Tools" and select "Budget forecast" from the menu.
To make the algorithms predict impressions, clicks and budget, enter keywords and geography of the impression.
In VKontakte:
When creating a campaign, the algorithms will automatically calculate the forecast of audience reach, the number of impressions, clicks and the budget for the week of promotion.
How and when can you adjust your media plan?
It is possible to make changes to the media plan, but it is not necessary. This will depend on whether the marketing strategy has been successfully selected and whether the client is satisfied with the results.
Sometimes changes are necessary due to a change in the client's request. For example, if there is no longer a need to advertise a certain product or service.
Before you can objectively evaluate the results of the campaign, the first period when it begins to gain momentum must pass. This usually takes two weeks. Sometimes it is worth making urgent adjustments if a problem is discovered that hinders promotion.
Adjustments to the media plan are permissible, but it is important that they do not negatively affect the effectiveness of promotion. The main thing is to maintain a balance between adapting the strategy and achieving the set goals.