In this Internet Summit 2014 session, we dug into creative ways to approach digital media planning and dove into the critical questions to ask when customizing a balanced digital media strategy built for success in 2015 and beyond. What should I spend on mobile? How much should I invest in paid social? When do I stop throwing money at search and shift to display? Should I move some TV budget to YouTube? The audience learned the right questions to ask before formulating their plan. We helped them take an “etch-a-sketch” to the “let’s just continue doing everything we did last year” media planning methodology.
Team Members” average 7 years digital marketing experience (seasoned)
“Big Chops Agency Shops”: Performics, iProspect, Netconcepts, Position Tech
“Big Brand Experience”: Staples, Cabela’s, Toyota, Kmart, The Home Depot
Digital is More Eficient, can cover sometimes with less budget.
High Consideration – like Automotive – it’s a lot higher.
Low/Immediate Consideration – it’s a lot lower (Restaurants, Local Purchases)
Don’t need pictures or graphs… “Show of hands, who believes mobile is getting bigger and more important?”
Keep in Mind….
- cost of mobile traffic is cheaper, budgets done’st have to match visits
What % of my budget should go to search, remarketing?
Know volume targets, cost of traffic and your conversion rates?
Show a few attribution tools (Google Analytics, Marin Software)
First Click/ Last Click/ Time Decay
Crossover – Search can drive both awareness on non-brand and category keywords as well as capture demand
Display – Retargeted display and highly targeted placements can be lower in the funnel vs network “Awareness” buys against larger audiences.
Tweetable Soundbyte #1
I’ve gotten the question from a lot of clients?
What percentage should I spend on search?
What percentage should I spend on Brand Campaigns?
Be adaptive. Don’t plan the year in January. Always adapt your media mix.
Auction based media allows for this vs. an upfront TV buy.
Product Listing Ads?
You’re media budget isn’t just what you spend on Google!
Crossover – Search can drive both awareness on non-brand and category keywords as well as capture demand
Display – Retargeted display and highly targeted placements can be lower in the funnel vs network “Awareness” buys against larger audiences.