Once a business decides to invest in a paid media advertising campaign, the next question is usually, “Now what do we do?” Especially if a company has never advertised before, the sheer number of media outlets can be overwhelming. Because we’re all media consumers in our daily lives it’s natural to fall back on the types of media delivery that resonate with us personally.
But that is not always the best way to develop a comprehensive media strategy.
Nine times out of 10, before I even walk into the room, my client or agency partner has already prepared a list of media outlets they’d like me to explain to them. One has heard that PPC is really effective and another wants me to discuss the ins and outs of Facebook advertising; a third person wants to run some terrestrial radio so he can hear his ads while he drives to work.
These types of early conversations are natural. After all, in our information-heavy world, you can’t take a breath without being exposed to opinions as to which advertising tactics promise the least waste, highest conversion rates and lowest cost. Today’s advertising options tantalize marketers, and it’s not uncommon to feel like a fish out of water if you haven’t dipped into the advertising pool before.
Seasoned media planners have first-hand, practical knowledge of all the ways different advertising vehicles perform, how audiences interact with the ads they place, and what to expect from a campaign that combines more than one type of media vehicle. Media professionals bring a unique understanding of audience behavior to the planning process based on their observations of how multiple media campaigns have performed over time. The best media planners prioritize their own professional development, voraciously consuming information on media advertising trends and relying heavily on data to back up their recommendations.
Here are three reasons good planners suggest combining traditional and digital media tactics to achieve higher audience engagement and stronger campaign outcomes:
Advertising campaigns always perform more effectively if they’re comprised of a combination of strategically-chosen media platforms. and increases the likelihood that your ads will reach the right target audiences more often leading them to take a desired action. Partnering with a seasoned media planner who is familiar with the inner workings of both traditional and digital media advertising guarantees the development of a more successful media plan.