Online Media Planning: Basics and Various Facets

Online media planning is a digital initiative used by organizations to achieve their internet marketing goals. Here, companies use the online media to promote their brands and ensure that the message is delivered to the target audience thereby creating a brand identity for themselves.

Online media planning: Basics

The planning phase is an important part of the entire process. This phase identifies the goals the organization wishes to achieve. These goals include creating awareness about products and services and educating buyers about them. It also involves ways to manage communication.

Facets of online media panning

Some of the important facets of online media planning are as follows:

Planning of the campaign

A campaign whether big or small needs a robust planning and investment. Companies need to identify their target audience and the overall campaign goals. There are various online tools through which they can research and analyze the demographics of the audience.

A dedicated marketing policy

The true essence of media planning is to convert perspective viewers into real customers. Hence, a dedicated marketing policy is important. With the help of such a policy, companies can overcome the hurdles on the way of building a positive image.

Creativity and brainstorming are extremely crucial in online media planning. It is handy to hire the services of a professional who has the expertise in this domain. There are many advertising agencies that offer this service. Companies interested in online media planning can hire the services of such agencies.

Important functions of advertising agencies

An advertising agency plans, creates and handles advertisement activities on the behalf of its clients. In some cases, it also handles marketing, branding and sales campaigns. In the modern era, advertising agencies play an important role in creating a brand identity. Let us see the important functions of these agencies.

Account management & acquiring new clients

Within an ad agency, the account manager is responsible for taking all the major decisions related to a particular client. The manager is responsible for negotiating and acquiring new clients. It is the onus of the manager to develop advertising strategies for his clients.

Develop advertising and marketing plan

One of the primary roles of an ad agency is to create advertising and marketing plans specific to client needs. Ad agencies work alongside business objectives and develop engaging advertising and marketing campaigns to grab the attention of customers.

Copywriting and graphic design

Full-service agencies employ copywriters and graphic designers. While the copywriters are responsible to develop catchy taglines, slogans and content, graphic designers are accountable for designing banners, posters and brochures. Copywriting and graphic design play a vital role in advertising.

Market research

To stay competitive, it is important to analyze the market situation. A reputed advertising company employs full-time market researchers to access the situation of the client including competitors. Researchers collect important data related to a campaign.

Media planning and buying

Media planning and buying is an important function of an advertising agency. The agency decides the medium of advertisement. Since it has an extensive knowledge of the pricing and effectiveness of different media platforms, it can decide what is right for the client.

Public relations

In some cases, advertising agencies do public relations for its clients. In the process, it maintains goodwill between its clients and other parties such as customers, vendors, shareholders, etc.

Tracking of results

Ad agencies track results of their advertising campaigns regularly. If a campaign doesn’t generate the required results, it investigates the reasons behind it.