The Digital Planning Process

I am beginning to learn more and more about digital. Here is a little list of what I have soaked up about the process of digital media planning:

Process of Digital Media Planning
1. Define Client goals and budget
• Entire team (not just digital) works with client
• How will you define success
2. Develop the campaign’s objectives and strategy
3. Develop target audience
• Use syndicated research: media consumption
4. Media mix
5. Research behavior and decide sites
• Site Choice:
• How well and effectively and efficiently reach target audience
• Cost efficiency (eCPM)
• Targeting capabilities
• Added Value offerings
• Contextual Relevance
• Ad Size
o 300X250 performs the best in terms of Click Through Rate (CTR)
o Awareness Campaigns: High-impact placements: homepage, roadblocks, video, sponsorship, advertorials, rich media opportunities
 reach and frequency most important
o Direct Response Campaign
 Most efficient way to reach users (CPC, CPA) who are already aware of product
6. Send Request for Proposal (RFP) to sites
7. Begin media plan through evaluation and negotiations
8. Buy media and begin the execution process
• Renegotiations of rates occur
9. Analysis and analytics
• Awareness Campaign: achieved reach and frequency goals, brand lift study
• Direct Response: engagement metrics, end actions and efficiencies