Digital media can be a powerful marketing tool. It allows you to create and distribute content to a broad audience, measure what works, and take advantage of trends in buyer behavior. This type of marketing is especially effective for B2C businesses that have less time to devote to customer service and sales.
The best way to do this is to create a media plan and implement it across several channels. Using multiple platforms ensures that your content gets as much exposure as possible. Typically, you can choose from email, social media, video, and mobile to build your strategy. In order to select the right ones, consider your target audience’s demographics. If your business is a brick and mortar store, you may want to focus on local outreach programs. For example, if you’re a clothing brand, you could send photos of styled clothing to your target demographic.
One of the most important aspects of a media plan is the message. Whether your message is to attract visitors to your website, increase sales, or both, it’s essential to understand your audience. What are they looking for? Are they searching for information about your product or services? How much time do they spend on various websites and social media platforms? Do they like the design of your website?
Creating the most compelling content is crucial. To keep your audience engaged, be sure to deliver the most relevant content at the most appropriate times. There are several methods to do this, including paid social, SEO, and paid search. You might also choose to test the waters with an ad campaign. Some digital advertising is more traditional than others, such as television or direct mail. However, in general, the most valuable medium is social media, which allows you to interact with your customers on an individual level.
Despite the hype, a successful media plan is not the only factor in getting the word out. Traditional media still has its place, particularly for companies that are targeting a localized audience or have multiple locations. While not as powerful, it can be a valuable source of traffic to your website.
Depending on your budget and your market, there are many ways to go about creating a stellar digital media campaign. You should experiment with different formats, channels, and techniques until you find the perfect combination to meet your goals. Once you’ve decided on a strategy, it’s important to follow through and track your results. Ultimately, a successful media plan is a collaborative effort, so it’s important to involve all the players.
A media plan should also include a calendar of events. These should be mapped out in a logical sequence and include the most relevant dates and times. Also, ensure that your stakeholders have the tools they need to ask relevant questions. Ideally, your media plan is in sync with your overall marketing plan, ensuring that everything is on the same page.
It’s not a secret that consumers expect to receive information in a digital format. As such, it’s important to understand the nature of the medium, and what the possibilities are.