Media buying is the process of appraising and procuring promotional channels of communication to share a brand’s message to its target audience. The past two decades has witnessed a growth explosion in the realm of media due to an expansion in available ranges and diversity of options.
According to media agency www.promo-media.co.uk a savvy media buyer begins his search with a strong understanding of the objective of the campaign in question. Of course, he operates within the assigned budget parameters and strives for maximum exposure within those limits.
Traditional media such as print, radio, outdoor and television has served as the backdrop for advertising content since many years.
The advent of information technology and communication opened up a whole new world of media for marketers and brand managers. The scope of accessible media widened with the arrival of media options such as email marketing, social media, digital media advertisements and pay per click options.
Media buying is an exhilarating field that serves to facilitate sales and build marketing efforts from the bottom up. Of course, we believe that sharing is caring-hence, read on to learn some of our recommended top media buying tips for effective marketing campaigns.
Know Your Target Audience
Before you start placing media bids, you need to get to know your customer and have a strong understanding of his profile. No matter what your goal is, for instance if you are trying to increase your brand’s awareness or increasing your social media following, knowing your client’s persona will help you understand where to reach them and when.
The benefit of allocating your marketing dollars to digital media is that you will have instant access to market real time insights.
Start Buying Media Slowly
When starting out your journey as a media buyer, you will feel overwhelmed at the incredible number of options available! You may feel obliged to invest everywhere.
Trust us, this will not be a smart move! Join a program and begin networking with leading industrial experts. You can discuss the characteristics of each channel with them individually and get their recommendations.
Create a Budget
One tip we find very useful is to treat the client’s money with the same care as we would treat our own! You could be procuring media options for an agency, your own company or as an independent consultant.
When aware of your financial capability ahead of time, you will be able to ascertain which methodologies are the most suitable to attain your goal. You can procure advertisements on an hourly, weekly or monthly basis.
Media purchase is a complicated process that requires you to develop patience. It is a virtue after all! The initial performance of your campaign may make you question certain choices and encourage you to fiddle with its details (easy to do if it is a digital campaign).
Do not fall into this trap and remain rational. The campaign will require time to run its course so it can accumulate relevant data for you and generate relevant statistics. Remember to breathe, stay calm and wait for the magic to happen!
Make Strong Decisions
Apart from aspiring to maintain a Zen-like placidity as a media buyer, you should also avoid making hasty decisions. Feel free to sleep over a media option that you are contemplating and take your time considering different possible outcomes.
If you have access to previous data, dive into it and analyse it thoroughly in order to make a timely, well-informed choice. However, if you do not, then you need to refer to the previous tip about staying patient and wait till a sufficient level of data is produced. Plus, you may have to give the campaign in question some time to pick up in terms of performance and efficacy.
Get your creative juices flowing! Do not let your process of innovation and creation get hampered by budget restrictions or other interfering variables. The fact of the matter is that you need to know what your marketing message is before dishing out marketing dollars on media spend. After all, you have to get the right message to the right person at the right place at the right time.
Research Your Placement
When you start to look for the ideal place to insert your advertisement, feel free to shop around. There is no harm in doing your homework and comparing prices amidst the different advertising platforms available to you.
Shortlist a group of similar media outlets that appeal to your taste and match your preferences. Compare the rates against each other and see what the most optimal solution for your campaign is. Do get estimations for incoming traffic and evaluate which medium would promote lead generation and greater sales.
The quality, look and feel of the website you are considering placing your advertisement on will exert an influence on your prospect’s decision to continue researching your product or not. A higher cost website may be more effective for your campaign in the end.
Monitor the Market
You do need to stay on top of your competition! Keep a constant check on your rivals and their marketing strategies. Scrutinizing their practices will help you understand industrial benchmarks and strive to exceed them.
Plan Your Advertisement’s Aesthetics
The saying “the first impression is the last impression” is very true. Planning is an essential component of media procurement. Plan, plan and plan! Make sure that your campaign’s look and feel will captivate your target audience’s attention in a favourable manner.
We live in a multiverse of devices and have access to information at our mere fingertips. See how the advertisement will appear on a tablet, a mobile phone, and on a desktop. We advise that your campaign implement the principles of responsive design as it will allow your ad to be optimized for diverse channels.
This will not only help generate maximum traffic and exposure for your brand, it will also ensure that your company is following an integrated marketing communication plan.