Media strategy in advertising has always needed to fit multiple pieces together, but years ago, there were far fewer channel choices available to planners in South Africa. There were limited numbers of TV and radio stations, and people generally read a handful of magazines and newspapers.
But over the last decade or so, everything has changed dramatically. The introduction of the internet has meant the proliferation of media channels available to advertisers.
And the number of traditional media channels also exploded. Where there were once only four TV stations, today we have hundreds of options, including online streaming channels.
Faced with so many media channels and opportunities, where do you start? How can you get your brand in front of the right audience at the right time?
What is media strategy in advertising?
There are two parts to marketing communications: first, you need to create a message, then you need to disseminate it.
Media strategy and media planning are all about message dissemination. How do you get your marketing message to your audience? Who should see your message, and when?
What does media strategy consulting enable for your brand?
A media strategy is a plan that will ensure your marketing message reaches your target audience.
The first step in a creating a marketing strategy is to define your target audience.
You need to consider the demographics of your target audience, what media they engage with, and how they can most effectively be reached.
You need to determine which media to use to reach your target audience effectively.
Once you have a clear understanding of your audience and the media they consume, you need to take a good look at your budget. There is generally always a trade off between the amount of money you have to spend and the amount of people you would like to reach.
To do this, you should set clear objectives. Setting a measurable goal will help you determine how best to spend your budget, and also to assess whether your media strategy is working. If you’re selling a specific product, your objective could be measured in actual sales, or leads. In some cases, an objective might just be increased brand awareness.
Using your budget and objectives, you will then place advertising across a range of media in order to best reach your target audience.
After running your campaign, you need to analyse your results and gather learnings. What worked and what didn’t? You can use your findings to refine your next campaign.
If you’re looking for a media strategy outline, this would typically be:
• Define your target audience
• Set a budget
• Set campaign objectives
• Book media
• Measure results
• Analyse results and adapt future campaigns
Traditional media versus online media
Traditional media covers TV, radio, billboards and other out of home advertising, and print advertising.
The power of traditional media channels has been diluted of late, because the way we consume media is changing. We used to watch only a handful of TV channels, and didn’t have the option to PVR shows and ‘fast forward’ through the adverts. But these days, the landscape has changed a lot.
Online media changes consistently, and it can be hard to keep up. Traditional banner adverts are not as popular as they once were. These days, online media is dominated by highly target adverts, using remarketing techniques, and keyword advertising.
What to look for in a media strategy agency
If you’re looking for an agency to create and execute your media strategy, here are a few questions to ask about your prospective agency picks:
Are they willing to learn about you? Consider whether the agency wants to get to know your business and understand your business objectives. This is a vital first step in building a strong working relationship. By thoroughly understanding your business, the media strategy team can build campaigns with objectives that align with your overall marketing objectives
Do they have a particular strength or are they an all-rounder? Some media agencies focus strongly on social media. Although this works for some brands, most brands require a well rounded media strategy.
Can they offer more than media? Agencies that combine creative and strategic services together with media offer a complete package that’s hard to beat. Instead of liaising with multiple teams across many agencies, you have one point of contact which offers you a full service.
Contact Ebony+Ivory for media strategy consulting excellence
Ebony+Ivory offers media strategy consulting, media planning and media buying. The team unlocks unique media properties through well established media partnerships. Let’s talk – call us on +27 11 327 6871 or email email@example.com.