With all of the focus and the corresponding growth in the digital area, it is no wonder we find marketers questioning their current strategies and processes for leveraging this increasingly important communications channel.
In this edition of the P3 e-news, Russell Easther reflects on his personal experience and the issues facing marketers and their agencies in this digital space and provides advice on how to better ensure you are getting maximum value for your digital budget.
maximise your digital planning process
Drawing from experience with both small and large brands spanning this market and overseas, and running online media departments in media and full service digital agencies, I’ve noticed that larger brands generally have a reasonably lengthy media planning cycle.
In fact, a few years ago, we were planning online media activity for a client one year before the activity was to launch in the market. I was asked to produce the online media component of the media schedule and had to give serious consideration as to what online properties would be popular in one year’s time.
As the online media landscape changes so fast I truly believe we did not plan the best media campaign for the client as it was simply impossible to pull out the crystal ball to determine what would be the best strategy option in a year’s time.
I’m sure this long media planning process may be evident to satisfy several stakeholders and many other internal challenges, but at what cost should it compromise your online strategy? As these pressures are not likely to change, how can we work best around them?
1. Watch the trends from overseas
Just as you would on the stockmarket, keep an eye on the USA. They are at least 1 – 2 years ahead of us and let’s face it, our two largest portals, ninemsn and Yahoo7!, global head quarters are based there. Keep an eye on several online media industy websites such as www.imediaconnection.com, www.clickz.com and www.IAB.com.
2. Listen to your agency
Your digital agency or interactive media department of your media agency is your best source for advising appropriate planning times. They usually have their finger on the pulse of the best options and strategy available. Ask for quarterly online media landscape updates so that you keep abreast of online media. Don’t forget, online media attracts the 3rd highest volume of media $’s expenditure in Australia.
3. Be flexible
As the rapid growth of online media continues in comparison to other more established media opportunities, allow some flexibility on this section of your media schedule. Where possible try to delay locking in online media activity too early.
4. Call P3Digital. Are you sure you are getting the best digital strategy available? Can you evaluate your online media strategy? If not, P3Digital provides a “Digital Strategy Reality Check” to clients who want clarification they are getting the most value from their online expenditure. For more information please download our latest brochure on digital services or contact Russell Easther at P3 in Melbourne 03 9682 6800 or in Sydney 02 8399 0922 or email email@example.com
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P3 passes comment
Looking for speakers to present at your next company conference or event?
P3 provides speakers to talk on a range of marketing and advertising topics, from formal conference style presentations to post dinner discussions. This year alone, Darren Woolley has spoken at:
• Advertising, Marketing & Media Summit, Melbourne, July 2007
Creating collaboration through remuneration and contracts,
• 6th Annual Advertising and Marketing Summit, Sydney, June 2007
Accessing the new consumer – changing communication models,
• Premier Global Webinar, Worldwide Distribution, May 2007
The death of ATL, BTL and TTL,
• The Faculty Breakfast Series, Melbourne, April 2007
Indirects – achieve a direct hit on profitability,
• AFA, Sydney, January 2007 Digital Remuneration
Download P3’s speaker profiles here.
last seats on sale
LAST MELBOURNE SEATS ON SALE
P3TV Production Workshops for Advertisers,
run in conjunction with the Nine Network.
Sydney – Wednesday 28th Nov, 9-1pm SOLD OUT
Melbourne – Friday 30th Nov, 9-1pm
This half day workshop run by Darren Woolley will give you a better understanding of the tv commercial production process, help you make more informed decisions and participate more effectively.
Booking forms can be downloaded from our website or email firstname.lastname@example.org