Evolution of Media Planning with Digital Marketing
June 14, 2021
Evolution of Media Planning with Digital Marketing

Media planning has always been a meticulous process. For those who don’t know, it can be understood as organising and, well, planning the marketing strategies (advertisements, for instance) that you have ideated and intend to execute. Your media planning strategy takes into account aspects like predetermined, objective business goals, practical constraints like budgeting and available platforms, and of course, the target demographic. Information about the audience is critical here. Defining success in executing your strategies is also an essential aspect of the media planning and buying process. It must be addressed quite early on. If it isn't clear already, media planning is an insight-heavy process that relies on extensive data/figures and a careful assessment of analytics.

The golden touch of digitisation is changing existing industrial landscapes drastically- for better or for worse. The digital evolution is not stopping any time soon; it will only gain momentum in the years to come. As is the case with each industry, our interaction with the internet has transformed marketing and the prevalent norms. Traditional media planning is forming a new face today. Let’s look at how media planning has changed in the age of digital marketing.

More Data. Rich data.

The digitisation of marketing has enabled access to enormous real-time data. The worldwide web allows us to monitor consumer behaviour better. The insights provided are also more intricate, ranging from the consumer’s physical movement to their online activity. Using this ocean of precise data points, businesses can envision more detailed consumer profiles. Media planning and buying have become subject to newer variables.

More Channels. More Opportunities.

Digitisation has also created newer and ever-growing marketing channels and platforms. Monitoring consumer behaviour across channels has become complex. Your media planning strategy now faces the challenge of analysing and integrating almost unlimited data to produce comprehensive analytics.

More Innovation. More Evolution. More Risk.

Digitisation has created an atmosphere conducive to continuous inflow and up-gradation in the data-providing segment. Technological support is often required to cope with these changes. Still, keeping up to date with developments often becomes challenging. It has become vital to stay informed and keep evolving to optimise for a comprehensive media planning strategy.

Compiling is Difficult Now.

Media planners may still face impediments in creating a singular picture of the consumer. The data available is not only huge but also fragmented. Consolidating it can be quite a task.

As a digital marketing agency in India, it is vital to trace trends in the industry based on technological advancement. This kind of advancement has made it easier for businesses to collect and observe key metrics and consumer data. A decrease in manual labour almost always entails a decrease in operational cost and an accuracy increase. With the advent of digital marketing, media planning has become more foolproof and effective. Though it poses challenges of its own, the data received is confirmed and unfiltered, adding precision to your media planning strategy.

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