MEDIA PLANNING AND STRATEGY
Types of media strategies
When choosing which media strategy to use to achieve your desired outcome, it is essential to understand the various types of media strategy. The following are the primary types of media strategies:
Media concentration strategy
A media concentration strategy is a method for reaching a specific target audience by concentrating only on a small number of media types. While some other media strategies make use of a variety of media, a media concentration approach reduces the types of media used in accordance with a particular target audience’s trends. For instance, a business may decide to limit its marketing or advertising to a single social media platform rather than allocating its resources to market across a number of social media platforms.
This kind of approach is ideal for businesses that want to target a specific audience rather than a larger clientele. For instance, a manufacturer of pool tables probably doesn’t want to market to a large audience because many people aren’t looking to buy a pool table. Therefore, the business is more likely to employ a media concentration strategy to target a specific group of customers it is aware are interested in this kind of product.
Media dispersion strategy
A media dispersion strategy is a method for reaching a wide audience by utilizing a wide range of media types. When a company’s target audience can’t be reached by marketing on just a few media platforms, this strategy is most frequently used. A business that employs a media dispersion strategy may run advertisements across a variety of media, including radio, social media, television, and search engines. Through the use of this technique, a company can reach a large audience that may or may not be interested in its products or services.
Earned media strategy
A marketing and advertising strategy known as “earned media strategy” aims to gain media attention or publicity naturally. Because it is generated by a third party and doesn’t require payment or commission, this is regarded as one of the best types of media strategies. Earned media strategies are effective because they raise consumer trust in a brand or business by having others promote it or by giving it credibility from a third party. Customers are more likely to buy a product they see their favorite social media influencer using than they are to buy a product they see in a paid advertisement, for instance.
Examples of earned media include:
Paid media strategy
A paid media strategy is a media approach in which a business advertises its content, services, or products for a fee. These paid advertisements can be seen on a variety of media, including social media, television, and radio. For instance, pay-per-click advertising is a form of compensated media in which the business is charged a small fee each time a user clicks on its advertisement.
Other examples of paid media include:
Paid media frequently performs best when used in conjunction with other media tactics, such as earned media. Although it works well for luring potential customers, it isn’t usually the only media strategy employed. Target consumers may react negatively to too much paid media because it may appear intrusive or forced, which may have a greater negative impact than positive.
Owned media strategy
A company using its own media to market or advertise its goods or services is said to be using an owned media strategy. One type of owned media strategy is publishing details about a forthcoming product launch on your company’s blog. Owned media is any online content that a business or brand owns. Websites, blogs, and social media platforms are examples of owned media. An organization can expand its digital footprint and reach more potential customers by having more owned media channels.
What are media strategies?
A media strategy is a type of plan that entails using a specific medium to accomplish marketing or advertising objectives. In order to raise interest in a company’s goods or services and brand awareness, media strategies are frequently used in advertising campaigns. However, media strategies frequently aim to get the right message in front of the right people in order to increase a company’s target audience both in the short and long term. Instead of focusing solely on promoting a good or service
Nowadays, businesses use social media platforms to implement many of their media strategies. This is due to the fact that most people spend a lot of time on social media and even conduct shopping and financial transactions there.
Tips for marketing with media strategies
When developing a media strategy for your business, keep the following in mind:
FAQ
What are the five major components of media strategy?
- #1: Aligned Marketing and Business Objectives. …
- #2: Audience Assessment. …
- #3: Coordinated Channels and Tactics. …
- #4: Budget and Campaign Timetables. …
- #5: Measurement Criteria. …
- The Take-Away.
What does a media strategy include?
It entails determining the target audience’s or market’s characteristics, who should receive messages, and the characteristics of the media that will be used to deliver the messages with the aim of influencing the target audience’s or market’s behavior relevant to the initial brief.
What makes a good media strategy?
In order to accomplish a company’s goal, a social media strategy outlines how to maximize engagement and interactions on social media. These goals might be to increase brand recognition, produce a viral effect, or generate leads.
