An Introduction to Media Planning and Media Buying

Irrespective of how much your business is successful today or no matter the type, size, or industry, it must create and share relevant information/content about its brand, product/service with its target audience.
To create brand awareness, engagements, conversions and generate revenue for your business, you need to communicate with your audience efficiently. As businesses are producing and sharing a large amount of data on a regular basis to maintain brand image and stay connected with their audience, it is becoming difficult to keep the track of plan, organize, distribute and analyse for them. To combat this issue, the best way is to plan your media efforts efficiently. There are some of the best media buying and media planning agencies in Gurgaon which can help you in devising your media plan and media buying strategy.
Yes, you heard it right!! Today, we are going to discuss Media Planning and Media Buying. So, let’s get started.
What is Media Planning?
Media planning is the process of identifying, analysing, comparing and planning how, when, where, and why your business will share its media content with your target audience. The process includes deciding what media will be shared via different channels and platforms to boost reach, engagements, conversions, ROI and more.
Now, let’s understand why planning your media is an investment for your business.
Benefits of Media Planning
Media planning helps you with different parts of content creation and distribution.
  • Get-to-Know your Target Audience
    It helps in getting your audience on a much greater level so you can reach them effectively with your media content.
  • Deciding Sharing Platforms
    It helps in deciding which media channels and platforms you will share your content.
  • Scheduling your Media Posts
    It helps in deciding the timing and frequency of the media and content you publish and share.
  • Stay in with the Latest Trends
    It helps in staying updated with the latest media trends and technologies.
  • Planning your budget efficiently
    It helps in keeping you constrained to your budget as you work to create, publish, and share high-quality and engaging media content.
  • Measuring the performance
    It helps in conducting analyses to measure the success rate of your media planning process.
Media Planning and Media Buying
Media planning and media buying are closely related and are dependent on each other. At The Marcom Avenue, one of the best digital marketing and media buying agencies in Gurgaon, will help you plan your media and handle the media buying process.
Now, let us understand the process of Media Buying.
What is Media Buying?
Media buying is the secondary process which is related to paid media. In this process, the brand or business explores various insights from media planners, begins to find and negotiate to buy ad space across various media channels.
In a world where your business can create and share media on different platforms and successfully reach your audience for free, it’s clear media planning can happen without media buying. However, media buying requires media planning.
As media planning sets the tone and direction for your ad campaign, you need to have a strong and engaging content distribution strategy for getting that media to your audience and customers.
Now let’s review the steps in the media planning process so you can begin developing your business’s strategy.
Media Planning Process
Based on your needs, you will need to enhance the following steps which will help you in garnering more engagements. You can also consult some of the best marketing agencies in Gurgaon to devise a plan that is strategically based on your needs and focuses on garnering profits.
  1. Conduct Market Research: Before developing your media planning process, conducting market research is necessary. Conducting market research will allow you to tailor the content you create and help you implement the same and meet your target audience and customers.It will also help you in determining what type of media will be successful in reaching, resonating with, and converting the greatest number of audience members possible. Additionally, it’ll help you decide which platforms and channels you’ll share your media on and through.
  2. Establish your Media Objectives and Goals: After conducting market research, it is essential for your brand manager to establish the main goals and objectives while developing your media plan or your ad campaign. It will help you to effectively navigate the process. For Example; it can be streamlining the content creation process, it may be to boost your engagement and stay on top of mind.
  3. Set your Budget Appropriately: The brand manager needs to allocate funds and need to submit plan allocating funds for each medium he has prescribed and also take due care that the costs stay within the constraints of the budget.
  4. Implement Your Media Plan and Evaluate the success: Now it’s time to implement your media plan. Ensure all parties who need to be aware of the plan have the necessary details to help you execute it accordingly.Evaluating the performance of your media plan is necessary as it will be directly tied to your business’s specific goals regarding your media and content, the teams who create the media, and the value you hope to derive from the media.
Media Buying Process
Media buying is the act of taking the strategy off of the planning sheet and putting it out into the world. Reach out to some of the best digital marketing in Gurgaon which will help you in media buying processes. Now let’s discuss the steps involved in the Media Buying process.
  1. Creating Relationships: A media buyer is essentially a salesperson; therefore, he should know how to create and nurture lasting business relationships. Nowadays, it is important to maintain relationships as the media industry is all about creating healthy relationships.
  2. Negotiation and Buying: Now it is the time to negotiate for the ad space you need to purchase. Everything from billboards to newspapers to website ads has to be negotiated and bought at the budgeted amount or less than that.
  3. Monitoring the Performance of Ad Campaign: Once ad space has been negotiated and purchased, it’s the media buyer’s job to examine the ads over the course of their campaign cycle and make sure that each of them is being optimized.
Start with your Media Planning Process NOW!!! Media planning is an integral part of your business’s ability to successfully create, publish, and share media content. To build effective media planning and buying processes, you can reach out to media buying agencies in Gurgaon.

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