I was just going through the recently published article Rethinking the media plan on afaqs.com, it was kind of a deja-vu for me.
For a brief moment, I was teleported back to my day 1 of marketing class where the professor was talking about the book “Medium is the Massage” – by Marshall McLuhan ( the father of modern media theory ). Interestingly, McLuhan could see the integrated approach towards media (and communication) way before the modern digital world started to dominate our daily lives.
Today, the lives of human race is shrunk within a 4.5 inch smart device which has almost single handedly transformed and re-conditioned our thinking patterns like no other invention in the recent history. It is time for media planners to rethink their approach towards digital planning.
Talking from an Indian perspective, brands are increasingly moving towards more advanced planning methodologies. Where on one side, e-commerce has opened the floodgates for sales driven planning, traditional brand advertisers are taking baby steps to convert their all branding plan to sales focussed campaigns with a clear positive intent to drive more sales.
Legacy FMCG Brands like Dabur (see Dabur Liveveda ), HLL, P&G, Rekitt & Benkiser, Nestle are investing heavily into performance driven SEO & SEM campaigns to drive higher ROI for their brands. Some of them are even building their e-commerce portals (which may be an overkill of the idea at the moment). Incidentally, the idea of running pure brand campaigns is long gone from the market.
Online planners must do their digital media planning using these core marketing hacks before making a sales focussed plan for their clients:
Understanding Integrated Market in Digital
The modern day digital media planning is continuously evolving from the conventional eCPMs & eCPCs. With brands understanding the potential of online & mobile medium, they would push agencies to drive more business. In many cases, media planner might just become an extension of brand’s sales team. Though we always had CPA, CPL & CPS models under affiliate marketing but thats not scalable for all the brands. A brand which has huge presence across mediums like TV, Print, Radio, OOH ( somebody like Flipkart ) can surely hope for driving huge ROI in their online efforts. A digital planner need to really understand how the brand is using their messaging across mediums in order to cross leverage the impact & recall in online media. For instance, if the brand is using a particular type of communication in offline, the planner must contextualise the same in online to match the target audience.
Leveraging Google Search to reach Offline audience
It would not be incorrect to say that online habits are mirrored from offline behaviour patterns. A C-level executive of financial firm would be an avid follower of CNBC shows, at the same time he would have moneycontrol.com, Economic Times, Financial Times bookmarked in his Smartphone browser. This was a very simple example, a complex example would be an adventure travel enthusiast playing a strategy game on his smartphone.
With google, you can open your imagination around a world of possible keywords which your audience may look for. As a digital brand planner, you must pass this intelligence to your media planning team as to what could be various categories of keywords in which your target segments may fall into. This clearly is mapping of one’s offline habits into their possible online behaviour.
Building digital plan to drive in showroom footfalls
It is a tendency of most of the agencies to fall into the trap of offering digital only plan to their clients, which at times may not be the best idea. Especially for the retail which is arguably the largest spender across all ad-mediums, digital only strategy is pointless if it cannot generate sufficient footfalls in their brand outlets.
With smartphones pushing the technology boundaries, it is now possible for the planners to build a online to in-store marketing plan.
Here are some basic fundamentals and digital media planning tips that can help to make sales & ROI driven media plan for their retail client:
- Understand & define the brand audience they would like to drive to the stores. Throwing communication is wide open & hoping for someone to catch it may not be the right strategy in this kind of plan.
- Find the right digital channels where you could possibly reach out to these customers. Email + Social + Mobile Search would be the best combo for such marketing activity.
- Use the map locator as the CTA for all your communication.
- Make sure you put some coupon code everywhere so that you can track the effectiveness of the activity.
- Drive leads and send them SMS alerts along with the google map locator link of the nearby store. This works like a charm for any brand and can drive super quick sales conversions on ground.