Mastery of Media Planning: Beyond "Plan as You Go"

"Don't plan as you go, plan before you go!"

As someone with extensive experience in media planning, having assisted in building brands like Loreal Schbang, I've learned a crucial lesson: prior planning is indispensable. This principle is the guiding light for my students today, and it's equally relevant to you.

The Essence of Media Planning

Media planning involves rationing your marketing strategies efficiently among various media platforms. In doing so, the key is not to distribute resources equally but optimally, ensuring the best return on investment.

Strategic Resource Allocation for Efficacy

Begin by identifying the most effective media platforms for your objectives. Allocate resources primarily to these high-performing channels, leaving a portion of the budget for experimenting with new platforms. This approach allows for exploration while maintaining a robust core strategy.

Comprehensive Approach to Media Planning

Media planning extends beyond mere allocation of resources. It encompasses a range of tools and strategies, including media industry tools, North-Star metrics, self-serve platforms, and other digital solutions. Understanding and utilizing these tools can significantly enhance the effectiveness of your media plan.

To unravel the mystery of digital media planning, I and my colleague Mriganko Chatterjee guide participants through a 6-hour Media Planning Certificate Course online. This course provides a comprehensive understanding of media planning, from inception to execution.

Embarking on Your Media Planning Journey

For those eager to learn more about digital media planning, I highly recommend the aforementioned course. Both professionals and newcomers have found value in its detailed explanations and practical applications.

Click here to enroll in the Media Planning Certificate Course

The Nitty-Gritty of Media Planning

At its core, media planning involves a meticulous process:

Competitive spending data First and third-party target audience research Media and purchase behaviors Budget Media costs Campaign objectives/goals Product purchase cycle Campaign timing Creative availability Creative production costs Product availability Geography Barriers to purchase

By integrating all these factors, a media planner crafts a plan that outlines:

The media types to be included The quantity of each media type to be scheduled When these media segments should be deployed The cost of each media segment The cost efficiency of each media type for reaching the target audience The expected delivery of the plan in terms of reach, frequency, effective reach, and impressions Estimated metrics for each medium (impressions, clicks, views, engagement, daypart mix, ratings, ad positioning, etc.)

It's important to note that every campaign is unique, shaped by factors such as product versus service, price points, target audience, and more.

Conclusion: A Call to Action

Embrace the art of media planning with a strategic mindset. Prior planning is the cornerstone of a successful campaign. Utilize the tools and resources available to ensure your media plan optimally serves your objectives.

Enroll now to learn more and apply your knowledge in real-world scenarios.