It’s an understatement to say that media buying and planning have changed dramatically in the last 20 years. As much as technology has revolutionized the way we purchase, work, and connect with others, it has also impacted this vital part of advertising and marketing strategy.
Even seasoned advertisers question, “What is digital media buying solutions and planning today?”.
What is Digital Media Planning and Buying?
The practice of connecting with prospects and consumers as they travel through the four stages of the buyer journey is known as digital media planning and buying.
Here’s a complete overview of the media buying and planning process:
- Conduct extensive market research to identify target audiences.
- Recognize the preferences of your target audience.
- Find out when your target audiences are most receptive to your communications.
- Deliver engaging content that inspires them to take action.
- Test and retest your ad placements and creativity to determine what’s working and what’s not. Refine and improve your work.
This method adapts to the buyer’s journey at all phases. Digital marketing consultants help clients understand all stages of the buyer’s journey.
Importance of Media Buying
Effective media buying entails much more than simply exchanging money for ad space. Media buying teams may build strong relationships with media owners, resulting in more reach for less money. It allows marketing teams to enhance conversions and show clients and stakeholders a strong return on investment.
Using an experienced media buying team and methodology has many advantages.
- Obtain the Best Offer
- Campaigns should be planned using best practices.
- Get the Best Slot Machines
- A/B testing service
Digital Media Buying Solutions
The purpose of digital media buying solutions is to get the product or service in front of your target audiences at the right time, place, and in the correct context so that they can see and respond to it accordingly.
There are different media buying solutions but for now we are discussing the first 5 here:-
PPC
According to studies, 81% of customers undertake internet research before making a purchase, making search engine marketing efforts extremely efficient at increasing visitors.
You may enhance your chances of generating awareness and acquiring leads by putting ads before consumers searching for intent-based keywords. PPC helps you provide your ideal audiences with what they want in this way.
Paid search campaigns have the highest click-through rates of any paid marketing method, so it’s only natural to incorporate them in your media buying and planning strategy.
SEO
SEO, or search engine optimization, improves the position of a website page on search engine results from carriers such as Google, Bing, and Yahoo. Your landing pages will appear in search results if you implement an SEO strategy into your media buying and planning efforts, allowing you to reach your target audiences.
SEO is a broad term that encompasses the following elements:
- Audit and strategy plan for SEO
- Technical SEO Off-site
- On-page SEO
SEM
One of the most efficient marketing methods for attracting visitors to a website is search engine marketing or SEM.
SEM was initially used as a catch-all phrase for everything related to online search marketing, including SEO. However, marketers have distinguished between SEO and SEM in recent years. Paid advertising within search engines is now widely referred to as SEM.
Some key advantages of SEM as a Digital Media Buying Solution:
- In search engines, it creates instant brand awareness.
- It can generate revenue quickly.
- Expands with your company, reaches the right people at the right time, reinforces brand recognition, and reaches your primary target.
- Cheaper Alternative to Traditional Advertising
Digital display advertising (demographic and behavioral)
When it comes to driving sales of certain items and services, programmatic digital display advertising is a great way to do it. The capacity to target specific audiences based on their stage in the sales funnel is the beauty of digital advertising.
The number of targeting criteria available today is limitless. Building a target audience with first-party data, such as a list of current customers of the product or service you want to market, is often a good idea. Identify commonalities and lookalike audiences who match those consumer profiles using clever data visualization and analytical tools.
Social Media Ads
Social media advertising is an option when you have more money to invest in your social media marketing. You can use ads to reach out to those who don’t already follow you on social media.
Social media advertising technologies have progressed to the point that you can now target specific people with your adverts. You may target people based on their demographics, hobbies, and behaviors, among other things.
Investing In Media Buying is Worth
Unlike traditional media buying, digital media buying allows you to manage your advertising products more efficiently by buying media in real-time based on characteristics like keywords, demographics, publication location, current ratings, and target audience. digital marketing agencies have a complete picture of the digital media buying solutions they’ve gained for their clients and can handle the creation of each ad campaign efficiently.
ALM Digital executed successful media buying strategies for different brands as well as educational and corporate sectors. If you’ve bought in to the idea of media buying for your business or brand and not sure of where to start, reach out to ALM Digital today. Our media buying team is available to help you identify your target goals and strategies a media buying campaign to achieve them.
