1. Different channels that can be used for a media plan
Chris Fill in his book Marketing Communications, 5th edition, defines: Media planning is essentially a selection and scheduling exercise. The selection concerns the choice of media vehicles to carry the message on behalf of the advertiser. With media fragmentation, audiences are switching between media with greater regularity, which impacts on media scheduling. Decisions regarding the number of occasions, timing and duration that a message is exposed, in the selected vehicles, to the target audience have become really critical.
In short, aim of a media plan is to devise an optimum route for the message delivery.
In short, aim of a media plan is to devise an optimum route for the message delivery.
The illustration below representing the traditional, not so many years ago, how do we get info about advertising and promotion.
The reason I still want to mention them here because it seems confusing since we're now drowning in Internet that probably dont pay attention to these. However, dominance of digital thingy doesnt mean traditional is neither non-existent nor unimportant. According to Felix Ritcher from his article : Although it needs to be noted that the perception of digital advertising has greatly improved Consumers Still Trust Traditional Media Advertising Over Online Ads. (Newspaper advertising is the most-trusted form of paid media advertising in North America. 63 percent of the North American respondents in a global Nielsen survey among 29,000 consumers stated that they trust newspaper ads.)
Traditional media
As known as offline media. Of the many available media, 6 main classes have been identified, according to Chriss Fill in Marketing Communications 5h edition:
- Broadcast: TV, radio
- Print: Newspaper, Magazines
- Outdoor: Billboards
- Digital media: Internet, digital TV
- In-store: Point of purchase, Packaging
- Other: Exhibition, Ambient
Within each type, there are huge number of different of media vehicles that can be selected to carry advertiser's message. For example, in Print, there are specialist magazines that target different interest groups, like business-oriented magazines.
This is, in my opinion, the ideal type of media planning where we have media mix over traditional and digital. It is clear that Choosing which media or type of advertising is tricky for example, small firms with limited budgets and know-how. Large-market television and newspapers are often too expensive for a company that services only a small area (although local newspapers can be used). Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm, although some national publications offer regional or city editions. Metropolitan radio stations present the same problems as TV and metro newspapers; however, in smaller markets, the local radio station and newspaper may sufficiently cover a small firm's audience.
According to The Entrepreneur 2015, a well managed Media plan needs three steps.
1. Defining the marketing problem: What is the problem? Where is the market? Specific target?
2. Translating the marketing requirements into attainable media objectives: Wide area reach? Small geography?
3. Defining a media solution by formulating media strategies: Certain markets are reachable only by certain ways.
When comparing the cost and effectiveness of various advertising media, consider the following factors:
Reach. Expressed as a percentage, reach is the number of individuals (or homes) you want to expose your product to through specific media scheduled over a given period of time.
Frequency. Using specific media, how many times, on average, should the individuals in your target audience be exposed to your advertising message? It takes an average of three or more exposures to an advertising message before consumers take action.
Cost per thousand. How much will it cost to reach a thousand of your prospective customers (a method used in comparing print media)? To determine a publication's cost per thousand, also known as CPM, divide the cost of the advertising by the publication's circulation in thousands.
Cost per point. How much will it cost to buy one rating point for your target audience, a method used in comparing broadcast media. One rating point equals 1 percent of your target audience. Divide the cost of the schedule being considered by the number of rating points it delivers.
Impact. Does the medium in question offer full opportunities for appealing to the appropriate senses, such as sight and hearing, in its graphic design and production quality?
Another thing I found necessary is set goals and measurement to see how the plan works.
Channel
|
Goals
|
KPIs/outcomes
|
Overall
|
Build valuable, customer
connections to fuel brand growth
|
# customers, AOV, # return
customers
|
SEO/SEM
|
Increase traffic quality
and volume across brand properties
|
Increased page views,
improved conv rate, move site demos
closer to target demos
|
Email
|
Improve remarketing
capabilities, promo support and coupon distribution
|
Data fields captured, open
and conv rates, coupons
|
Website
|
Distribute promos, provide
product education, drive to store, capture email opt-ins
|
Store locator usage, promo
or coupon downloads, deep page views, more opt-ins
|
Mobile site
|
Drive consumers
efficiently to retail locations armed with current promotion info
|
Reduction in bounce rates
on site, min clicks to relevant info, increase store locator usage
|
Social Media and Social Advertising
|
Activate loyalists, gain
audience insights, build remarketing platforms
Reach niche audiences,
promote videos
|
Increased positive brand
mentions, new testimonials, improved keyword list, more fan or follower
access
|
Display
|
Extend brand awareness,
distribute coupons, competitive targeting
|
Increased search volume
and call center volume
|
TV
|
Reach and awareness, drive
to web
|
Increased web traffic, esp
deep pages
|
Print/direct
|
Product education, drive
to web
|
Increased web traffic and
video views
|
Video
|
Product education
|
Video views and shares,
product inquiries
|
(© 2013 Net Plus Marketing, Inc)
Case: 32 best media plans of the year http://www.adweek.com/news-gallery/advertising-branding/adweeks-media-plan-year-winners-bristle-digital-innovation-166729
2. How should you conduct your research
(What to research)
- Media habits in my country
Vietnam at a glance
-Digital landscape is on a strong rise
-Vietnamese love video
- online video viewing is highest among South East AsiaAsia (95%)
-Media Medium has shifted a lot
In comparison
More details/information
- POE
Owned media is the content that your brand has complete control over such as the corporate website, blogs, communities, email newsletters as well social media channels like Facebook, Twitter, YouTube and Instagram. Owned media initiatives typically target to your brand’s existing community and/or current customers.
Many believe that owned media is free, specifically managing social media accounts. And while there is a sliver of truth to that, the time and labor investment is worth noting … it takes a lot of time to create content, build a thriving community and value to the customer conversation. You also have to consider working with customer support teams, building escalation models, and preparing for crisis communications as well. This takes a lot of time planning and collaborating with other team members; and time is money.
Earned media is the natural result of public/media relation’s efforts, ad campaigns, events and the content that you create within your owned media channels. It is not really a revolutionary concept either. For the last several decades, brands have been hiring PR firms to reach out to the media in order to get them to write stories about the brand. Today, that has expanded to influencers who have popular blogs as well. When someone not associated with your brand mentions you on Twitter, Facebook or any other social media channel, it’s earned media. Other types of earned media include consumers’ social media posts, tweets, product reviews, videos, photos, and open dialogue within online communities.
According to Daniel Newman (Forbes),
Paid media
Simply stated, you pay for this type of media – tools like Google AdWords, or different types of search and display advertising, SEO and PPC campaigns, and so on. While this strategy calls for an extremely well-thought out plan and execution, it also needs to have compelling call-to-actions driven largely by customer benefits.
Owned media
This is the media channel created by your business – the content that you own, in entirety. Think of it as the content featured on your website: your blog posts, the free whitepapers or eBooks that you offer, and any content that you are giving away in the hopes of winning new leads for your business. It also includes the content that you share on your company’s behalf across various social media sites.
To nail this part of the game, you need to have a strong content marketing strategy, and an equally strong social strategy to back it up. Typically, good content is a highly misunderstood term among B2B marketers, who are valuing the opinions of peers and industry organizations to judge their content trustworthiness, a recent study from the CMO Council and NetLine reveals. According to Donovan Neale-May, executive director of the CMO Council, “Buyers are not happy with vendors. Their content [tends to be] over technical, product-centric, and self-serving.” That’s too bad, considering marketing content is directed at buyers and prospects. Ignoring them altogether is inviting failure.
Earned media
Earned media places customer into your media channel. The need for customer engagement reaches its pinnacle with earned media. It draws the attention of your prospects and customers, turns them into brand advocates and influencers, who will in turn push your brand before the eyes of more customers and potential brand advocates. You can even consider this the return of good-old “word-of-mouth marketing,” albeit with a modern twist.
Earned media, however, hardly ever works alone. You have to make it a part of your marketing ecosystem along with paid and owned media. The truth is: in today’s digital landscape, they either work together or they don’t work at all.
While earned media can be a great tool for marketing campaigns, or even for laying out an overall marketing strategy, I recommend that you focus on creating a holistic strategy comprised of all three. Create engaging, customer-oriented, and problem-solving content through owned media, with paid efforts, get that content strategically placed where it can be spotted by your target audience, and finally, earn the audience’s trust and support and turn them into your brand advocates.
Simply stated, you pay for this type of media – tools like Google AdWords, or different types of search and display advertising, SEO and PPC campaigns, and so on. While this strategy calls for an extremely well-thought out plan and execution, it also needs to have compelling call-to-actions driven largely by customer benefits.
Owned media
This is the media channel created by your business – the content that you own, in entirety. Think of it as the content featured on your website: your blog posts, the free whitepapers or eBooks that you offer, and any content that you are giving away in the hopes of winning new leads for your business. It also includes the content that you share on your company’s behalf across various social media sites.
To nail this part of the game, you need to have a strong content marketing strategy, and an equally strong social strategy to back it up. Typically, good content is a highly misunderstood term among B2B marketers, who are valuing the opinions of peers and industry organizations to judge their content trustworthiness, a recent study from the CMO Council and NetLine reveals. According to Donovan Neale-May, executive director of the CMO Council, “Buyers are not happy with vendors. Their content [tends to be] over technical, product-centric, and self-serving.” That’s too bad, considering marketing content is directed at buyers and prospects. Ignoring them altogether is inviting failure.
Earned media
Earned media places customer into your media channel. The need for customer engagement reaches its pinnacle with earned media. It draws the attention of your prospects and customers, turns them into brand advocates and influencers, who will in turn push your brand before the eyes of more customers and potential brand advocates. You can even consider this the return of good-old “word-of-mouth marketing,” albeit with a modern twist.
Earned media, however, hardly ever works alone. You have to make it a part of your marketing ecosystem along with paid and owned media. The truth is: in today’s digital landscape, they either work together or they don’t work at all.
While earned media can be a great tool for marketing campaigns, or even for laying out an overall marketing strategy, I recommend that you focus on creating a holistic strategy comprised of all three. Create engaging, customer-oriented, and problem-solving content through owned media, with paid efforts, get that content strategically placed where it can be spotted by your target audience, and finally, earn the audience’s trust and support and turn them into your brand advocates.
3. Roles of different agencies
12 types agencies can be found here: http://www.amalgamatedmarketing.com/11-types-of-marketing-agencies
Shortlist Criteria for Agency selection (also according to Ray Donnelly in the book Delivering Customer Value through Marketing)
- area of expertise held by the agencies
- quality of existing clients
- reputation and experience of staff
- agency fees and methods of charging and payment
- in-house resources
- geographical cover (international contacts)
According to Mediacom - a media agency, they define themselves:
A media agency is briefed to target a key group of consumers. After much research, they will propose the most effective way to use communications and drive the change in behaviour the client seeks.
Media agencies receive briefs from their clients. They can be tasked to do many different things, help launch a new camera, drive sales of a brand extension or change perceptions of a brand operating in a sensitive industry, for example.
The next step for a media agency is to seek to understand more about the people it needs to influence. MediaCom specialises in understanding consumers and spends more time talking to consumers than any other media agency. We have a project called Real World Streets, for example, which allows planners and strategists to spend time with real families and understand what makes them buy and use Brand A rather than Brand B.
A media agency will also research how the target group consumes and uses media, both traditional and social media.
The media agency will then work closely with the client and the brand’s other agencies, if appropriate, to develop an idea and a media plan that media buyers and/or content creators can then implement.
A media agency is briefed to target a key group of consumers. After much research, they will propose the most effective way to use communications and drive the change in behaviour the client seeks.
Media agencies receive briefs from their clients. They can be tasked to do many different things, help launch a new camera, drive sales of a brand extension or change perceptions of a brand operating in a sensitive industry, for example.
The next step for a media agency is to seek to understand more about the people it needs to influence. MediaCom specialises in understanding consumers and spends more time talking to consumers than any other media agency. We have a project called Real World Streets, for example, which allows planners and strategists to spend time with real families and understand what makes them buy and use Brand A rather than Brand B.
A media agency will also research how the target group consumes and uses media, both traditional and social media.
The media agency will then work closely with the client and the brand’s other agencies, if appropriate, to develop an idea and a media plan that media buyers and/or content creators can then implement.
Benefits to be delivered:
By understanding more about consumers, MediaCom aims to ensure that each message that a brand creates and distributes is as appealing and as effective as possible. Where brands have distributed such messages via paid platforms media agencies will also ensure they pay the best possible price.
Media agencies ensure that marketers really understand the behaviour of their consumers; they make sure messages are targeted correctly; they ensure that marketers really understand the potential of the latest technology and that they have access to the latest offerings from key media owners.
In essence, media agencies act as the conduit between the client and the consumer as well as the conduit between client and media owners.
As consumers have started to use an ever-more diverse set of media sources for their information and entertainment, so the definition of a media owner has broadened. Media agencies now work with social networks, brands that produce their own content or simply communicate regularly with customers, for example, as well as the more traditional newspapers, TV and radio. Media agencies build relationships with all these providers to ensure that advertisers have access to all possible opportunities.
Clients also benefit from the scale of media agencies. Because media agencies buy advertising on behalf of many clients they are able to negotiate far better deals with media owners.
By understanding more about consumers, MediaCom aims to ensure that each message that a brand creates and distributes is as appealing and as effective as possible. Where brands have distributed such messages via paid platforms media agencies will also ensure they pay the best possible price.
Media agencies ensure that marketers really understand the behaviour of their consumers; they make sure messages are targeted correctly; they ensure that marketers really understand the potential of the latest technology and that they have access to the latest offerings from key media owners.
In essence, media agencies act as the conduit between the client and the consumer as well as the conduit between client and media owners.
As consumers have started to use an ever-more diverse set of media sources for their information and entertainment, so the definition of a media owner has broadened. Media agencies now work with social networks, brands that produce their own content or simply communicate regularly with customers, for example, as well as the more traditional newspapers, TV and radio. Media agencies build relationships with all these providers to ensure that advertisers have access to all possible opportunities.
Clients also benefit from the scale of media agencies. Because media agencies buy advertising on behalf of many clients they are able to negotiate far better deals with media owners.
Article points out the fact for being successful agency in this latest time -digital era - be responsive and spontaneous to digital, technology development.
"Operating at the speed of culture also requires us to explore new planning models, suggesting adaptive design principles may have a clear role in our future programming efforts. Specifically, your media agency should be equipped to quickly operationalize the real-time capture and application of live data signals across the entire marketing ecosystem, to help your brand further establish and reinforce clear competitive distinction. Emphasizing intelligent, micro-applications of data not only drives more creative risk-taking, but it also can inspire brilliant usage of emerging tech including dynamic creative experiences, interactive video and thoughtful creative sequencing techniques that deliver more tangible relevance for your audiences"Sources
http://www.entrepreneur.com/encyclopedia/media-planning
https://www.linkedin.com/pulse/20140913132811-25326384-trends-in-advertising-display-ads-are-dead
http://bettiblue.com/wp-content/uploads/2012/07/Marketing-B2B-Channels-mix.png
http://www.bettiblue.com/effective-marketing-channels/#!prettyPhoto
http://www.statista.com/chart/1473/consumer-trust-in-advertising/
http://www.panovistamarketing.com/media_planning.html
http://www.adweek.com/news-gallery/advertising-branding/media-plan-year-142082#alternative-10
http://www.forbes.com/sites/danielnewman/2014/12/03/the-role-of-paid-owned-and-earned-media-in-your-marketing-strategy/2/
http://www.adweek.com/news/advertising-branding/your-media-agency-operating-speed-culture-167967
http://www.amalgamatedmarketing.com/11-types-of-marketing-agencies
http://www.adweek.com/news/advertising-branding/your-media-agency-operating-speed-culture-167967
http://www.amalgamatedmarketing.com/11-types-of-marketing-agencies
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