Every year, wave upon wave of developments have raised the game, with new technologies and processes expanding the scope of what’s possible. Thousands of media planners have crossed over from traditional media channels, and everyone has had to learn the new techniques. The wider world of marketing continues to change and learning should be constant - this digital media planning training course gives you the latest thinking.
This online media planning training course shows you how to
- Cut through the online media planning jargon
- Develop customer insights that can be applied in your media planning
- Review the classic approach to segmentation
- Navigate the choice of online graphical advertising formats available to you
- Explore the relationship between format selection and creative development
- Understand the variety of search engine formats available
- Appreciate the benefits and constraints of different formats
- Build longlists and shortlists of sites for your media plan
- Experience how one of the audience research tools can help you in site selection
- Explore the targeting potential of web media, including: - Contextual relevance and niche targeting within editorial environments
- Understand basic principles of campaign management and workflow, including: - The principles of campaign scheduling
- Outline the types of campaign data you’ll come across, including: - The role of click-through and impression reports
- Explore some of the more advanced issues, including: - Taking campaign integration beyond ‘matching luggage’
- Daypart targeting to reach audiences at different times of the day
- Geographic targeting becoming available through IP addresses
- Cookies and frequency capping in sequential targeting
- New potential being created by behavioural targeting techniques
- The typical features of scheduling software
- Common pitfalls to look out for
- What campaign and website audits really mean
- Why you’ll often find discrepancies in the reports from different systems
- More impactful ways to stand out from the crowd
- What makes for great online creative
- Longer term trends emerging in online media planning
Benefits to you and your organisation
Once you’ve got a more rounded view of online media planning, you’ll be better placed to:
- Deliver bigger results for your clients within the same budget
- Devise campaign plans that target the customer more effectively
- Be better placed to retain the media business of your clients
- Make a more effective contribution to the rest of your agency team