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Content mktg: Re-defining the digital media planning approach

In the last three years, the entire mechanics of digital media planning has drastically changed. Earlier, media planning used to comprise significant share for awareness and performance driven objectives that were spread across Google search, display and re-marketing, Facebook fan acquisition and stamp ads, mobile ads and affiliates led CPL and CPA campaigns. Another major allotment was meant for road blocks and innovation banners across top portals.

Today, the spread of budgets have changed with content marketing becoming the core. Consumers are choosing to engage with content that is personally relevant to them, their purpose and their passions. This new consumer mind-set has implications on their purchasing behaviour—consumers shop with the same purpose that they consume content. Overall, the traditional ‘The Path to Purchase’ has now evolved to ‘The Path to Purpose’ and is defining the new digital media planning landscape.

Today, the context goes beyond the product to help connect the target audience with any given brand. A meaningful and purposeful connection between brand and consumer depends on relevant content. And effective and relevant content marketing channels are defining the new matrix of digital media planning.

New channels on the block

  • Content marketing, paid or organic, commands an important share. Influencer-led promotion (trending on twitter), niche-blogger led content generation are two most widely used initiatives
  • Creation of digital and mobile assets to drive engagement – while extending it with an omnichannel approach using phygital (physical + digital) initiatives
  • Creation of long format videos for digital platforms and bringing in celebrities to build a mass appeal and reach.

Evolution of traditional formats

  • Facebook is being used as a reach medium (thanks to auto play feature for videos and its emergence as a competitor of YouTube)
  • Google search and display still holding an important share but it is evolving due to programmatic buying, double click and mobile platforms like Affiperf. For niche performance led campaigns, search still drives the game; and for contextual targeting, display equipped with rich media banner formats are being effectively used to drive awareness as well as the desired CTAs.
  • Innovation and roadblocks are mainly being used to do a big bang launch and to drive instant leads (thanks to ecommerce and new-age app based congregators).

What 2016 looks like for digital media planning?

Digital media planning will now be driven with objectives around creating awareness and engagement using content marketing effectively.

Performance led planning will always be there, but using paid and organic mediums to create and co-create engaging content will start gaining prominence.

Reach medium based platforms will be strategically selected to take this content and ensure it reaches the right audience at the right time and in the most contextual way possible.

Nishith Srivastava

Nishith is an integrated marketing strategy professional with more than 16 years of experience in globally renowned advertising agencies like Digitas, Leo Burnett and J Walter Thompson. He was recently awarded as Top Digital Planner for 2015 by Digital Market Asia & Business World. Presently Nishith is working as Director for Digital Strategy and Planning for J Walter Thomson India in Mumbai.