What to evaluate when starting an online media campaign?

[muskanislam44]

No matter how good the campaign idea is, if the media plan is not well designed and executed, it will hardly work in the online environment. More than appearing on all platforms, the key to success lies in strategic planning.

Before starting the project, the radar must already be turned on to answer some questions:

What is your market?

Fully understanding your position in relation to your competitors whatsapp number usa the full scope of your company's operations is the first step towards making any good decision, including when talking about online media.

With a good benchmarking analysis and a clearer vision of what already is, or could/should be done, it becomes much easier to focus on the main characters in this story: potential customers.

And your audience?

It may seem obvious, but the number of people who come to us asking for a campaign and a marketing plan without knowing exactly who they want to sell their product or service to is much greater than you imagine.

This is another basic premise. Investing a good amount of time developing your audience's personas, understanding their consumption habits and where they usually hang out in the digital world, avoids waste, increases the chances of conversion of advertising pieces and helps a lot to guide all the following steps of the media plan. Want an example? The channels where your message will reach your future customers.

Do you find it difficult, or do you not have time to do this audience analysis and persona definition? Bring your project, and we will do it for you in a timely manner!

Where will you approach him?

Shooting in all directions is usually not a wise decision, especially when we have a more restricted budget as in 99% of the cases (oh that 1%??).

Now that you know your audience very well and which networks and websites they use the most, you can be very precise in how you spend your hard-earned money. Should we focus on YouTube, split it between Instagram and Facebook, or invest in sponsored posts on specialized blogs? In addition to audience presence, the answers will also depend on your goals.

Where do you want to go?

Without well-defined goals, it is impossible to measure results. Have short, medium and long-term goals for each communication channel. This gives you a broad view of the entire scenario and also helps with future campaigns.

Along the same lines, if you already have some campaign history, analyzing it can be a great starting point and, even if the audiences and objectives are different, it is a good source of insights for the new media plan.

What is your position?

Positioning is not usually the focus of a media plan. Although it is a major concern for the campaign's creative team, who seek to convey the message in a clear and attractive way, paying attention to it can make a difference.

Having this strategic vision in mind is another good source of insight when it comes to directing budget and frequency of exposure to each channel. If it is not the main one, it is at least a welcome refinement.

Don't wait for the campaign to end

A very common mistake is to wait to measure the results of a campaign until it has ended. This prevents important adjustments for overall success.

Since we are talking about the dynamic digital environment, the ideal is to measure results frequently, even daily if possible. If we do not closely monitor the variations of each channel, the chances of wasting money are huge.