Anyone who has worked in consumer marketing has evaluated a digital media plan. We have been taught to assess the plan. You need to target your consumer belt properly. The reach of your advertisement would increase as a direct result of the engagement of the target audience and their reaction towards your advertisements. You need to set the frequency of the visibility of your advertisement to every probable customer. If you have plans to target the traditional customer base, then the digital media might not be the most accurate of all means. Hence with the help of a methodology, we can compare one media plan with others.
The question is, how do you look at a typical consumer? What reaction do you want? What is your target? Do you want your target audience to rush to the nearby store on seeing the Ad? Well, that might be a little impractical. The main target should be to have a lingering effect. An effect that will ultimately lead to the audience choosing your product when the time comes.
Know More About Digital Media:
The digital media works in a different way. Let’s use the example of display ads or banner ads. If you want to get the brand awareness you need to mix up the current trend with your advertisement. If you compare the banners with similar media forms then these are more like the direct mail pieces. When we think about the testing and response rate then the direct marketing analogy can be useful. Since direct marketing has a simple display ad with a range of 0.08 to 0.10%, it depends on the partner’s platform as well. YOu need to target your audience with the proper range of age and requirements in order to convey your message to them. You can also use the A/B testing to know which portion of the message receives the best response. There are considerable differences between display advertising and direct marketing. It is the data that you use to target the audience, and it depends on your speed to convey the information to them.
How Does It Encourage The Action:
You happen to see an ad for the new brand of baby wipes while watching the TV. In case you require the baby wipes, you would probably go to the nearby store and bring home the diaper of that brand you had seen. But let’s assume that you have been given baby wipes subscription and that too at a discount with free shipping. Will you buy that diaper? Then you will obviously buy the other one as it is just a click away. Also, you would not need to go to stores in order to buy it. Thus, your energy can be saved as well. What else would you want as a consumer? You are getting the diaper with free shipping and at a discount rate.
Optimize The Overall Digital Media Mix:
We have seen that the early purchases of products give low click-through or engagement rates. But it can involve a high engagement rate when you like the diaper brand on social media and buy the same. With the help of an algorithm, you can target the consumers with the target layers whose profile matches with those who have clicked.
The algorithm can inform you about the real humans that are monitoring this campaign. The pieces of information gathered from the consumer help to optimize the overall digital media mix. The algorithm adjusts to get the best engagement rates. The creative testing advertisements can give a fine touch to the plan.