Media planning and buying is a strategic and dynamic process that is essential to the proper execution of an integrated campaign. It is the conduit by which we deliver messages to the consumer. The where, the when and the how of it has as much to say about a campaign as its creative or content. It is strategically important, fully integrated and represented as we do our discovery and strategic planning.
Optimization-based planning means you go into a planning cycle with the intention to test a variety of tactics and only the initial measurable time period for a campaign is planned and purchased. The budget balance is then set aside to reinvest into the most effective tactics or disciplines after the first cycles of reporting. We are constantly evaluating and readjusting strategy based on results. Those that don’t meet specific performance criteria are adjusted or eliminated.
The STIR team knows how to balance bringing bold new ideas to the table while still giving my team what we want and staying true to our brand identity. Thanks to them, our social media following has grown leaps and bounds year-over-year not only in terms of engagement and following, but in revenue as well. They have truly been an invaluable partner for us.
SEM (search engine marketing), paid search or PPC (pay-per-click), are all important tools to generate web traffic, especially in the early stages of an integrated inbound marketing effort. We dive deep into audience profiles and key word sequences to optimize our campaigns on a weekly basis.
Social Ad Buys
Social ad planning and buying is absolutely essential to brand building. The ability to fine tune a targeted buy based on interest and to customize creative is why it consistently generates greater returns. We integrate these buys on all platforms with organic social, PR and other digital paid efforts.
Display Advertising and Retargeting
We utilize all contemporary targeting techniques to push video, display ads and behavior based advertising to audiences. Then, based on customer behaviors retarget with creative and offers designed to increase conversion and engagement.
Email is an important media, particularly for that followup and lead nurturing role. We don’t buy lists, but prefer to cultivate our your owned audiences through content marketing, associations and sponsorship. It’s table stakes for a modern B2B or B2C marketing operation.
No, we haven’t forgotten how to place broadcast media, print or out of home, or how they are best utilized. We have even rediscovered direct mail. We still do it the right way, negotiating low CPM and high promotional added value.
Further Insights From STIR
There is a strategic transition being driven by a divergence between standard planning approaches and emerging best practices. The standard approach suggests plans are set in stone and that every element will perform exactly as anticipated. However, even the best-laid plans can go awry and optimization becomes critical. A typical communications campaign planning process includes […]
A lot of companies are spending money running social ad campaigns and many are making a huge mistake. Social advertising has evolved rapidly over the past decade. From simple image ads to dynamic interactive campaigns with transformative customer experiences, social advertising continues to change every day. Throughout this evolution, many organizations have experienced an increase […]
Building a marketing plan and fully activating a marketing plan are two completely different things, but it can make the difference between moderate and outstanding brand performance and ROI. The difference is what we will call “Marketing Plan Activation.” Marketing Plan Activation requires equal parts effort and imagination. Usually, a small incremental investment will give […]