Media Planning: need and focus

What is the media planning process?

Current consumers are more trained, informed and more demanding than ever. In your media plan you need to keep in mind that they want their favourite brands to understand their wishes, provide unforgettable experiences and provide consistency from one channel to another.

Why is media planning important?

As with the contact points that companies use to connect with their customers, the channels constantly change and evolve. Being present in each one is not a possibility and, therefore, it is necessary to choose the most appropriate ones and include them in the media strategy.

A solid media plan allows the audience to be involved in the platforms they visit most and constitutes the best support of the marketing strategy.

What does a media plan include?

In the modern business world, there are many different avenues, platforms and campaigns that companies use to connect with their target audience. Channels are the routes that each organization chooses when it searches for the best way to communicate with its customers in the places and environments that they most frequent.

A media plan helps to find the best way to expose the services, products and brand identity to potential customers. For example:

  • A retail company with local products, such as a shoe repair shop or bakery, you can use direct marketing and some digital channels such as social networks to attract the attention of your potential customers.
  • A technological startupWith customers who need assistance to implement their products, you can work with resellers and value-added partners to boost your sales channel strategy and use platforms such as YouTube or Instagram to publish videos with educational content that provide value.

There are many different types of channel strategy to consider depending on the type of business you run and the clients you need to serve. One of the first decisions you should make is the type of strategy to follow, which will depend on whether the business is B2B or B2C:

  • B2B brands often use a “direct” or “indirect” sales channel strategy to generate revenue. Direct sales are the simplest approach because they allow the commercial agent to sell directly to the customer. On the other hand, indirect sales involve the use of channel partners and intermediaries to support sales. An indirect sales channel strategy may include the use of retail to sell through an online or offline store.
  • Most B2C companies will use various direct and indirect marketing strategies, both online and offline, including social networks, SEO and content marketing. Most of the time, these channels will be connected through a multichannel strategy or an omnichannel strategy.

It is important to note that There is no single strategy to make a good marketing media plan. Although ways such as social media and email marketing began as consumer-based solutions, many B2B companies now also use these methodologies.

Choosing the right channel is open to the possibility of finding new ways to sell to the target audience and creating experiences for the audience that build brand reputation.

When defining the media plan, the following factors must be taken into account:

  • Competitive brand environment.
  • Consumption habits.
  • Relevance for the brand or company.
  • Budget available.

It’s easy to realize that not all platforms necessarily reach the same type of audience. Since the target audience is rarely composed of a single type of client, the best option is to combine multiple channels to reach a wider selection of prospects within the framework of an omnichannel strategy or a multichannel strategy.

A media plan that combines multiple channels is the perfect complement to the client’s journey and ensures opportunities for loyalty and increase your loyalty to the brand.