I read an article the other day claiming that the service of media planning is “up for grabs” in today’s advertising marketplace. The author’s premise was that the comprehensive media planning model must compete with a growing list of alternatives offered to clients who may not know how to differentiate between these options. Publishers and other media companies package media planning and buying into their capabilities and many digital agencies who build websites have started to help their clients promote them, too. Let's not forget the big tech giants that have made self-service advertising appear far easier than it really is.
While all of the threats described in the aforementioned article are real, I wholeheartedly disagree that experienced media planners are at risk of being replaced. I’ve staked my business upon these services and our team continues to find success doing what we love and what we excel at.
It’s not uncommon to talk to a web designer who dabbles in paid search, or a copywriter who offers to build out a rudimentary paid social campaign. Part of this cross-sectional capability stems from the big tech companies’ like Google and Facebook that have successfully convinced users they don’t need to hire a media expert to set up a paid campaign. The sheer number of how-to articles containing all the steps you need to take to get your brand launched into the paid media sphere using self-serve tools is staggering.
I believe people working in advertising today are smart to expand beyond their unique skill sets and become educated across multiple disciplines. Not only is it interesting to master new concepts, it’s absolutely necessary to assure better outcomes for our clients, especially those who are investing heavily in digital media which changes so rapidly. Even though our specialty is in paid media planning, we often evaluate campaign landing pages or websites to be sure they meet the latest search engine standards. We'll edit paid social copy to be sure it adheres to a specific media platform’s content requirements. This added expertise makes us more valuable to our clients who depend on us to bring a higher level of knowledge and awareness to their media campaigns.
Let's look at what we’re doing here at Richardson Media Group that sets us apart from the rest. Here are four reasons why you should choose to work with an experienced planner/buyer:
Working as a media planner/buyer means devoting the extra time to stay ahead of the knowledge curve, digging into the individual nuances of each campaign and optimizing as we go, reporting accurate and relevant data, and learning from what’s gone well in past campaigns to make our future campaigns even better. We do all of these things because experience has shown us it’s the most reliable way to deliver effective outcomes. At the end of the day, I’m confident you won’t get that level of service anywhere else.
Anne Richardson is the owner and media director of Richardson Media Group, an advertising agency specializing in media planning and buying, campaign management, content marketing, and SEO.
In addition to her role as owner and media director here at RMG, Anne authors the majority of our blog posts. Favorite topics include the entrepreneurial journey, media planning and buying, and forming productive agency partnerships.
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Richardson Media Group, Inc.
75 Congress Street, Suite 214
Portsmouth, NH 03801
Phone: (603) 373-8866
Hours: Weekdays 9 to 5