Digital media buying is rapidly shaping the digital marketing industry. It's no longer about just digital ads on websites, but digital ads everywhere across various channels and mediums. To position your business or your digital ad agency ahead of the competition, it’s important to understand what digital media buying is all about.
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What is digital media planning? Today seems like as good of a day as any to open up a discussion about digital media planning for online advertising campaigns. Have you ever found yourself traveling in a new city, right after it has gotten dark, without a map, no money, hungry, thirsty, and no place to sleep for the night? Well, if you have had such an experience, it’s not very fun, and you probably developed a pretty skewed view of the city and your related experiences. This is because you visited the city without a proper plan and limited information and as a result, you most likely had a stressful and negative experience. You could have been visiting a great city, full of wonderful potential, but without proper planning ahead of time, you had a very difficult time experiencing the full potential of your environment.
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“In a year unlike any other, the Steel Advertising campaign for Texas A&M San Antonio broke new ground in the digital advertising market. While we expect things to change and evolve in 2021, we believe that the digital advertising program developed by Steel will serve as a model for Higher Education online campaigns in the future.” - Eric Greener, Founding Partner, ExactDrive Inc.
Texas A&M University-San Antonio has been one of the fastest-growing Universities in the Texas A&M System in recent years. The University is dedicated to an experiential learning curriculum that allows students to get ahead in their career while still in college. The University needed a digital campaign that would align A&M-San Antonio’s messaging with prospective students’ immediate needs. Right in the middle of the campaign, COVID-19 hit and stakes got higher.
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Today, marketers have access to an avenue for accessing new potential customers unlike anything we've ever seen before. The Internet is an incredible way to establish brand presence, reach out to your target market, and create a relationship with consumers that develops brand loyalty, and could potentially turn your company into a household name. Faster than ever before, the online world can help a business to determine whether their new services, products, or ideas will be a phenomenon, or a flop.
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If you’re a small or medium-sized business, growing your online presence can seem like a minefield – particularly if you don’t have the resources for a dedicated digital team within your organization. Whether we’re talking Facebook and Twitter, email marketing, mobile web, or YouTube and the latest industry apps – there’s a lot to keep up with, and it can feel overwhelming.
But the truth is, if you use digital media and employ digital marketing techniques, the rewards are endless. And if you don’t have a business that exists in the digital arena, you don’t really have a sustainable business at all.
For many digital marketers, the Autumn/Winter season represents a time to start thinking about something crucial to their advertising efforts: media planning. You'll need to ask your team some essential questions about how you're going to reach out to your target audience, but the chances are that at least some of your budget spend will be directed towards online video advertising.
According to studies, over fifty percent of the marketing professionals in the mix today are planning to increase the amount of money they spend on mobile and desktop video in the coming year.
Part of what's driving this turn to online video advertising is a generation of consumers who want instant information, entertainment, and engagement. Thanks to a browsing strategy that is based largely on mobile viewing, people can watch videos, catch up with podcasts, and learn more about a company regardless of where they are - so long as they have an internet connection.
As we move further into the age of Internet advertising, changes in the way that people utilize the Internet, and innovations in business tools have begun to influence the way that we attempt to communicate with our target market. While planning a unique and creative marketing scheme using interesting media can be an exciting experience, it's important that companies don't allow their enthusiasm to override their common sense. Sometimes, when this happens, a marketing campaign that seemed promising at first can turn out to be a complete disaster.
Failing to plan your media marketing campaigns properly, or dedicating little time to planning them in the first place could mean that you lose crucial customers, profits, and brand authority. The more that your customers come to associate your company with bad media, the more they're likely to avoid your business in favor of your competitors.
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