Two weeks after the start of the advertising campaign, you should collect the accumulated current statistics on the project, compare it with the media plan and evaluate the results obtained. This will allow you to control the budget and make changes in time for future campaigns.
Developing a media plan is a creative process that requires an individual approach to each advertising campaign. It is necessary to take into account the specifics of the business, target audience and available communication channels. The plan can be designed either as an excel table or as a presentation with the addition of graphs, diagrams and additional research materials.
In large companies, this can be done by specialists from malaysia mobile database the media planning and analytics department. But more often, the document is developed by promotion specialists who will subsequently lead this project.
What should be reflected in the plan?
The media plan includes the following:
The goals and objectives of the advertising campaign, for example, increasing sales, attracting new customers, increasing brand awareness.
Split by sites, as well as calculation of the budget for each communication channel and the total amount of expenses for the advertising campaign. During the implementation of the plan, the budget is redistributed in accordance with which channels bring in more income.
Duration of the advertising campaign.
Key performance indicators: cost per lead, cost per click, reach, impressions, ad frequency and other metrics, depending on the types of advertising, campaign goals and product features.
Estimated advertiser profit.
The media plan is a reference document for the start, but it can be adjusted during the work with advertising placements. For example, based on the results of the first tests, conduct a re-split between channels or, at the client's request, add or remove products for promotion. The main thing is that the adjustments made do not negatively affect the effectiveness of the promotion itself.
Conclusion
Drawing up a media plan requires an individual approach taking into account the specifics of the business, target audience and available communication channels. This is a continuous process with constant monitoring and analysis of results, as well as making adjustments. It helps to achieve the set goals, as well as greater effectiveness of advertising campaigns.