Sarah Zielie - Senior Digital Media Specialist
Thanks to Sarah Zielie for being our second guest blogger! Sarah is one of the top Digital Media Strategists and Planners in the Twin Cities. I have worked with her on numerous campaigns, and she always impresses AE's with her creativity and attention to detail. I asked her to put together some tips for traditional media buyers/planners who are now in charge of planning digital campaigns. Please contact me if you are interested in being a guest blogger on the WCCO AdBlog. - Dan
Five musts when planning an online campaign
Anyone who has ever planned, implemented, and reported an online campaign knows how different it can be from some of the traditional media channels.
It’s no secret that online usage and time spent continues to grow, and media spend is following, albeit slowly. So how does one start thinking about online media? What are some basics to keep in mind?
1. Define clear objectives and success measures.
Many advertisers love the measurability of online advertising such as CTR, post click and view through conversion tracking, interaction rate/time with rich media, etc. The tough part is determining what success looks like in this sea of numbers! You should set clear goals in the upfront, plan accordingly, set the necessary benchmarks and implement tracking mechanisms. With these in place you can optimize against the goal and there will no surprises when the campaign is complete.
Also keep in mind that the goal may be something that can’t be measured by traditional online metrics, such as lift in purchase intent or increased brand awareness. It’s important to address this and perhaps entertain using a third party research company such as Dynamic Logic to help you out.
2. Consider the opportunities.
There are thousands of ad-supported sites, hundreds of ad networks, portals, sponsored search and more. New behavioral and contextual targeting technologies are continually emerging. The best way to keep on top of trends is immerse yourself in them, read the trades (I like Clickz and iMediaConnection), talk to your fellow industry professionals, and engage in online and in-person forums such as MIMA or i612 LinkedIn media group. Online marketing is never boring or stagnant!
You know your product and target audience best and can align objectives with strategies and tactics once you have your finger firmly on the pulse.
3. Plan for creative.
Creative opportunities aren’t limited to static banners anymore. The possibilities have exploded with pre/mid-roll video, video overlays, podcasts, rich media banners and widgets. Work closely with your online creative team to align strategies. Budget for any additional serving fees that may be related to rich media. Build additional trafficking days into your timeframe to allow for resolving technical issues. At my place of employment, our Digital Media team is immersed with overall Digital. The conversation never ends because in online, media and creative have to be so closely synched.
4. Roll with the punches.
The flexibility of online buys can be a blessing and a curse. The rapidly-changing marketplace may make you rethink plans/buys you made months earlier. The current state of the economy may be shifting your objectives or budgets. Be prepared for changes and plan accordingly. Maybe buy a quarter at a time, or talk about goals and the need for flexibility in the placements, and be sure to double check your insertion order’s cancellation clause.
5. Use your sales reps as resources.
A sales representative can be a planner’s best friend. Often, they have been on the agency side and know where you are coming from and what clients expect from you. Regularly, they have case studies and resources to help you do your job better. They can help on new business pitches and come up with great “beyond the banner” ideas for your brand. You have to rely on your sales reps to execute your campaign so it’s important to work with those you trust. The combination of a great media product and a savvy and helpful support staff is a must.
Sarah can be reached via email at: szielie @ gmail.com
