What is the best way to balance traditional and digital media in your campaign?

The best way to balance traditional and digital media in your campaign is to use a mix of both. Here are some tips for balancing traditional and digital media in your campaign: 1. Use traditional media to reach a broad audience. 2. Use digital media to target a specific audience. 3. Track the results of your campaigns to see what is working best. 4. Optimize your campaigns based on the results. 5. Be creative and experiment with different types of media. 6. Don't be afraid to change your strategy if it's not working. 7. The most important thing is to use a mix of media that will reach your target audience and achieve your campaign goals.

Blending traditional and digital media requires balance like a gymnast sticking their landing. Define objectives then select formats that best reach audiences. Look for opportunities to amplify and coordinate efforts across channels. Allocate budgets based on capabilities and results. Apply learning from tests to continually optimize mix. With seamless integration, your omni-channel routine scores big. Now get out there, find that equilibrium and nail your media choreography! 🤸♀️

Defining the objectives and also aligning expectations with all stakeholders involved in the process is the best way to go here. I've seen numerous times in my career professionals loosing their way when analyzing campaign results. And this happens most of the times because the objectives were not clear or previous aligned. If you want brand awareness, don't go for formats and channels that delivers clicks and traffic. If you want conversions: your way to go is to plan for that, with a focus on the acquisiton costs. Always spend some time manarating what you want from your media plan: this will save you precious time when optimizing and analyzing the results.

Considero en primer lugar el objetivo del cliente y de la campaña. Que tipos de medios son los acordes a lo que vamos a comunicar y al target. A A esto se suma la variable de la inversión disponible, lo cual influye directamente a la hora de establecer la estrategia en la elección del mix.

When it comes to audience planning media planners are the best ones to put into practive consumer insights and behavioural knowledge. Today the platforms offers a wide array of options to segment and reach your desired target audience. We know media involves a lot of numbers and calculations but the qualitative understanding of your target audience is key to deliver outstanding results. Use everything you have at your disposal: softwares, research data, even a quick and smart talk with your client or marketing team can amplify your audience understanding and therefore your media results.

We often saw advertising agencies putting the media for last: but that's not a wise decision anymore. The platforms are ever changing and to adapt the message to each channel has become a challenge for every single brand. You - as the media planner - must provide to your creative and design team a full understanding of the space and platform your media is going to show. Always provide constant feedback on messaging - on planning, optimization and post-mortem.

Small budget? Focus on one channel. Big budget? Plan for a strategic mix. How much is the ideal budget is alway the question that will be asked. But that question is often trick to answer. Use the data you have (both 1st and 3rd party) from past media plans, market benchmarks and - of course - your own experience. Try to reduce the risks as much as possible by providing comprehensive base KPI's and metrics.

This is the new deal: if growth marketing has brought something to the media planning activity it is testing. But don't test a lot of things at the same time: test one variable at a time (if you're focusing on tactical). Always make room in your schedule to listen to marketing innovations.

There is no one fits all approach. Ill say it all depends on where your audiences are but that not does take out other key aspects of proper campaign planning like the objectives of the campaign and budget limitation. Traditional media is expensive in most cases and digital media seems like a safe passage but in the end may not be as effective.

Dont start with channel start with your objective. Reach changes based on target audience and consumption habits. TV is not always wrong, it is not always right. Tiktok is same. Are you trying to grow you brand - or are you speaking to current customers. If you want to do both recognize that your change mix will be different. One size fits all? in today's media landscape this does not work!