How to make a digital media plan (with example)

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A few years ago, it was common to see brands advertising on television, radio or newspapers. And while this type of advertising is still in use, it is no longer as popular or effective for companies (especially due to its high cost and the low possibility of segmentation).

Without a doubt, one of the biggest challenges for companies is understanding consumers. Every day they adopt new trends and even ways of communicating, which makes it more difficult to attract them to a brand or company. The good news is that, just as the audience has evolved, so has marketing.

Table of Contents

What is a digital media plan?
What is a digital media plan for?
How to make a digital media plan?
How to evaluate a digital media plan?
5 examples of successful digital media plans
How to integrate an online and offline marketing strategy?
Below we explain what a digital media plan consists of, how to create one and how to integrate it into your marketing strategies.

What is a digital media plan?
A digital media plan is the plan that establishes the afghanistan whatsapp lead digital marketing tactics for a product or service campaign. It is created based on the objectives to be achieved and the resources available to achieve those goals or objectives.

It is essential to identify which digital media are the most suitable for carrying out a digital media plan, and it is also important to analyse the data obtained, adjust it and improve the development of the campaign (once the first results are obtained, of course).

The digital age opens up a myriad of communication channels in which different types of marketing strategies can be adapted. Some of the main ones are listed below:

Email marketing
Content Marketing
Inbound Marketing
Marketing automation
SEO
Social Media Marketing
What powers these strategies? Personalization. 89% of digital businesses are investing in personalized content, and a lack of personalized content results in 83% lower response rates on the average marketing campaign. Users want to feel connected to the brands they consume, and personalization is an effective way to build a better relationship with your customers.

What is a digital media plan for?
These are the main reasons why a digital media plan is essential for your marketing strategies:

1. Generate brand awareness
62 % of online consumers use search engines and social media to research, evaluate, compare and make a decision before making an online purchase.

If you want your customers to be in touch with your brand all the time, it is vital that you have an online presence. Plus, your competitors may be ahead of you in this regard, which can make you miss out on valuable opportunities for growth.

2. Allows you to optimize your investment
Digital advertising is much cheaper than traditional advertising (television, radio) and its commercials can have a greater reach. While a few seconds of a commercial or a momentary appearance on a live show can cost you millions, digital marketing allows you to reduce your investment with a more personalized reach.

Your investment in digital advertising can be maximized to achieve more and better results if you have an excellent strategy. In addition, digital marketing ensures that you obtain higher quality clients.

The graph below shows the CPM (cost per thousand impressions) metric. This defines how much you need to invest in advertising in each medium to reach a thousand people.

Ratio of budget spent to obtain 1,000 impressions

Image by Social Axcess

In addition, there are additional costs for some media. In the case of television and radio, you must take into account the price increase during the most popular programs or times. On the other hand, social networks, such as Facebook, do not have as many variables and their investment is much lower.

3. Get effective campaign tracking and monitoring
Within digital marketing, you will have a wide range of data or results analysis software. With these tools, you will be able to track the results you are obtaining with each campaign or strategy undertaken. This way, you will be able to stop, pause or promote measures and actions as best suits your digital media plan in order to have strategic digital advertising .

You've got the theory down, so let's get down to business. Below, we'll tell you how to create your digital media plan in 5 steps.


How to make a digital media plan?
Determine what factors you need to measure.
Identify your consumers' journey.
Structure the digital media plan.
Define the campaign strategy.
Stay true to the strategy.
1. Determine what factors you need to measure
To ensure that your digital media plan is well-defined, you must establish several of the following factors.

Aim
This needs to be clear and realistic. As strange as it may seem, it is common for many companies to not undertake digital media plans with a goal in mind. If you don't know where you want to go, how will you know which is the best path to choose? In order to set an effective goal, companies must know where they are currently standing, who they are competing against, and what results they want to achieve .

To do this, you can ask yourself a few questions that will help you clarify the situation:

Where do you want to go?
What is your reach?
What changes do you want to achieve in your market?
What is the differentiator you want to show compared to your competition?
Regarding the consumption of your brand, your media plan can focus on:

Reach : expand the audience that purchases your products or services.
Frequency : Getting your audience to increase the number of purchases or times they share your brand.
Continuity of the relationship: reinforce the communication you have with your audience and make your bond stronger through educational content that provides them with value.
The more questions you ask yourself before moving forward with a digital media plan, the better. Remember that an objective has to be clear and concise, because only in this way will you be able to determine the actions to take to reach the goal. For example, if your intention is to establish leadership in your industry, it is best to focus on a content campaign that builds your image as a reliable source of specialized information.

For example, we have the hypothetical case of the Corintio architectural firm, which we carried out with our media plan template . It has set a goal of increasing traffic to its website, so it intends to analyze visitors interested in its services and understand their behavior to create better marketing strategies.