Integrated media planning: what it is and how to adopt it in your marketing strategy

A few months ago, while driving to the airport, I saw a billboard for Kim Kardashian’s company, SKIMS. A week later I saw ads on Instagram and then a SKIMS segment on “Keeping Up With the Kardashians”.

I had one of those moments when I thought “SKIMS are appearing everywhere!” This is because the company has an integrated media planning strategy.

A few months after these events, while I was buying shapewear for my wedding, guess which brand I thought of? (Spoiler alert: it was SKIMS.) That’s why, as a marketer, having an integrated media plan is important for your marketing strategy – below, we’ll dive into what it is and how to do it. to adopt in your marketing strategy.

Already know what you need? Go ahead with this table of contents:

What is embedded media?

Embedded media is a combination of media formats and channels that businesses use to share content with audiences. It can be a combination of traditional media (such as print and billboards), digital media, broadcast media, or product packaging.

Using integrated media essentially ensures that all of a company’s different audience segments can encounter its advertisements, and likely encounter them across different channels. The decision on which specific channels to use is the task of an integrated media planner.

Built-in media planner

An integrated media planner makes all media planning decisions based on buyer personascompetitive analysis, opinion and social listening. From there, the planner learns the best course of action that will help their marketing achieve their business goals.

They choose the most effective channels, types of media (paid, owned, earned, etc.) and consider when and how often content is posted based on the platform.

For example, maybe you’ll be posting Instagram Stories around 5-7pm when your audience is home from work, and you’ll be planning a radio spot for the morning around 6-9am to reach your traveling audience.

Either way, deciding when and how often a piece of content will appear is an important part of an integrated media planner’s job, and it happens during integrated media planning.

Integrated media planning

Integrated media planning is the process you will follow when considering various media platforms you want to use in a marketing campaign.

An integrated media plan answers questions such as “Who is the target audience? » and “Which media will reach this audience? » For example, if you’re targeting millennials, you might consider Instagram and Twitter for your media plan. However, if you’re targeting Gen X, you might think a combination of radio and Facebook might work better.

Integrated marketing plans also ensure that the ads you create across your various channels are cohesive and consistent for what you offer. As in, when you advertise something on one channel, you advertise it the same way on another channel so audiences can see a consistent campaign regardless of how they discover your ad.

Ultimately, an integrated media plan will use a multi-channel approach with a mix of traditional and digital methods, such as radio, television, billboards, social media, streaming ads, search engine marketing research, email marketing, events or partnerships.

Below, we’ve outlined five steps to creating an integrated media plan:

1. Determine your goals.

Before you start planning your integrated media approach, you need to know your goals.

As with any marketing campaign, you should have SMART goals written down so you can develop a strategy.

For example, maybe you want to reach a certain number of people in a certain amount of time. Or maybe you’re just looking to increase brand awareness in a new market.

Whatever it is, write down your goals and objectives so you can track your performance.

2. Decide on your target market.

If your business has a buyer persona, or maybe even a few, then it might be easy for you. Or maybe you decide between which character you are going to target for a certain campaign. Either way, your personas should guide your media plan.

However, if you don’t have a target buyer persona, now is the time to create one. Your buyer persona will include demographic information such as income, education, and gender. But it should also include weak points and goals.

Understanding your target market means knowing what’s important to your audience, what their life is like, and what their pain points are.

Ultimately, you need to know who you want to buy your product from so you can provide personalized content.

Also, your buyer persona can tell you what kind of media your audience likes to consume and what kind of content they like.

To facilitate this process, consider your customer journey. What are the touchpoints? Understanding this information should help you develop your integrated media plan.

3. Choose different media platforms to broadcast your campaign.

This is the bread and butter of integrated media planning, as this is when you will decide where to run your marketing campaign.

Do you want to include social media, TV, radio, organic search and blogging in your strategy?

Ultimately, you should make this decision based on research into your target market. You should have answered questions like “Where does my audience want to consume content?” and “What type of content do they want to consume? »

For example, your audience may prefer short videos over long videos. Or maybe they would rather read a blog than see a photo on Instagram. Either way, you need to strike a balance between traditional and digital methods.

Ultimately, your integrated media plan should be audience-centric.

4. Produce the creation.

Once you know your goals, your target market, and most importantly, the type of content you’ll be creating, it’s time to produce the creative for your campaign.

Write the copy, design the graphics and take the photos. Your creative elements should follow your brand guidelines and tell a story about who you are as a business.

To simplify your workload, you might consider creating adaptable marketing assets that can be used to multiple channels.

5. Run and Analyze.

Now that all is said and done, it’s time to analyze your approach. Answer questions like, “Which channels worked best?” and “Have I found the right balance between the different media platforms? »

Once you are armed with this information, you can incorporate it into your future campaigns.

However, remember to let your strategy play out. Don’t change it so quickly that you don’t know how it will behave over time. Some campaigns include both short-term and long-term strategies and goals, so it’s important to see the impact before changing it.

Examples of integrated media plans

1. Baboon in the Moon

Baboon in the moon sells bags that people can use on their adventures, from quick weekend getaways to intense backpacking trips. It used in-app marketing to advertise one of its limited-run lines that pays homage to CDMX (Mexico City).

He has created marketing assets for three different marketing channels (email, Instagram, and website, respectively) that are consistent in imagery, copywriting, and editing style. No matter which channel audiences are reached on, every ad tells a story about the same thing: the CDMX collection.

2. NPR Small Music Desk

NPR runs a segment on NPR Music called Small office, where artists perform a live acoustic set. He recently launched a Tiny Desk contest for the public, where unknown artists can submit an original song for a chance to win a Tiny Desk gig. To announce the contest, he created an integrated media campaign on Instagram Story and Twitter (pictured below),

And a humorous YouTube video ad.

Video source

3. GrubHub and Seamless

Delivery service GrubHub absorbed delivery service Seamless in 2021 and launched an integrated marketing campaign to notify users of the acquisition. Seamless has created an Instagram post, pictured below, that lets customers know with a unique and catchy tagline that “Seamless is GrubHub.”

Source of images

The companies also announced the new acquisition in New York’s subways, creating an integrated marketing campaign using traditional forms of ads (physical ads) and digital ads (Instagram).

Source of images

To you

The best marketing campaigns almost always include an integrated media plan. You need to strike a balance between digital and traditional marketing tactics. After all, the omnichannel experience is what customers expect and want. Marketing is about delivering the right message, to the right people, at the right time, and that’s what integrated media planning is all about.

Originally posted 13 April 2022 at 07:00:00, updated 13 April 2022

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Cathy W. Howerton