Media plan
When a product or service is to be marketed, there are many choices to be made. Which channel(s), target group and marketing method should be used? This can quickly become chaotic and a lot of information to keep track of. With a media plan, you get a tidy and clear process. But what exactly is it?
What is a media plan?
A media plan is a detailed outline that describes how to deliver on the overall strategy and defined objectives, known as KPIs. The media plan provides insight into target group, channels, method, time perspective and frequency.
Why use a media plan?
A successful media plan gives you control, the ability to optimize and report across different channels. It helps to define customer journeys and looks at how the different channels complement each other. The media plan should be a resource and support to make the marketing process more transparent.
Example of media plan
There are several good examples of media plans, but the most important thing is to adapt it to the purpose. The media plan should include both digital and analog, purchased, owned and earned channels. Other important elements such as communication goals, marketing budget, period, materials and technical formats should also be included.
In summary
A media plan helps bring structure to the marketing process. A well-designed media plan includes channels, target groups and methods to ensure success across various marketing channels.
