Tutorial #8
Closing: 10.11.15
Problem : Media Plan
Learning objectives:
- Different channels that can be used for your media plan
- How should you conduct research?
- Media habits in the U.S
- POE
- Roles of different media agencies
- Case studies
Different channels that can be used for your media plan
The channels available has become increasingly overwhelming, which for a company is a good thing. More opportunities for your brand to make touchpoints with your target audiences.
Siltala, M. 2009.
Using all touchpoints may be unrealistic and unnecessary but understanding what your options are helps to create an effective media plan.
How should you conduct research
Today companies have the help of Big Data to find out who their customer are, where they are and what they like. Through the use of "travelling cookies" and other data collecting methods, companies can track where their consumers are browsing online. This can help in helping target their audience through their interests.
Media Habits in the U.S
Marketing trends in the u.s..
Personal branding: People are big on personal branding online. Companies are using this to their benefit for example. Toms #withoutshoes campaign donates shoes for everyone posting their shoes to instagram. Also things like #icebucketchallenge and #notmakeupselfie
Getting involved: people want to be involved personally in something good. Creating opportunities to show off brands for good causes.
Notification management: People want the information to come to them, not the other way around.
Paid Owned Earned media
Here we can see the various POE channels associated with each part. There are also interlinking areas that prove that the paid, owned and earned media are not just separate but interlocking structures.
In the purchase funnel, it shows the various effects each type of media and their effect on the audience. This is important to understand that although paid media has its benefits, they can vary from earned for example. So media mix is important to consider when developing a media plan and also an understanding of each channel.
Media Agencies
Advertising Agencies: Help creatively convey your message and achieve campaign goals. Once the task and objectives have been agreed upon the advertising agency usually takes over all aspects of the campaign from creating to releasing to the media. Theory is that the ad agencies would have people who are more expert and skilled than the company to create something that target audiences will be attracted to. The downfalls of using agencies is the cost and the ability. If an agency hasn't worked with your company's industry type before they may be limited in what they are able to achieve.
Media Agencies: They are more involved in the strategic aspect of a specific campaign. They put more analysis into the target audience objective, and the amount, frequency and timing to be most efficient. Usually work with ad agencies to make sure they are in budget and in-line with plan.
27% of companies are now moving marketing in-house. But why?
- Agencies are too slow. Moving in house makes responses to consumer faster.
- Agencies are stuck on advertising. They aren't making the changes companies want, which is company relationships. Not expensive ads.
- Keeping a consistent message is more important than campaigns.
- Companies want to keep their customer relationships inside
- Companies want to own data
- Their media strategies become cookie cutter, it's not authentic to the company.
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