Struggling to ace your media planning? You’re not alone. The challenges can appear infinite and the times can appear lengthy – particularly whenever you aren’t seeing outcomes. However don’t really feel down.

You’re not doing it mistaken. You’re simply not doing it with GWI. 

If the media planning course of was simple, each model can be a family identify. Nevertheless it’s not; it’s onerous. Regardless of all the guidelines and tips you could find on-line the actual fact is there’s no magic resolution. As an alternative it’s all about methodology. 

That’s why GWI is right here that can assist you with a step-by-step information to navigating a brilliant aggressive international media panorama so you’ll be able to come out on high – even when shoppers’ budgets are tight. 

This weblog is your blueprint for not solely understanding the advantages of media planning utilizing GWI, however how our dependable insights may help you construct a bulletproof advertising and marketing technique, save time, and increase ROI.

1. Challenges of media planning
2. Instance of media planning with GWI
3. Utilizing GWI throughout your media planning course of 
4. GWI in motion: Media planning with Tequila Avión

Let’s speak concerning the challenges of media planning

The way you select to current media content material to your audience is a giant deal. From tv, out of doors, and print media to paid adverts and digital channels, data-led media placement is the important thing to driving engagement, constructing model consciousness, and turning browsers into consumers. 

What are the advantages of media planning with GWI? Merely that we’ve bought a wealth of worthwhile insights and deep knowledge designed that can assist you showcase your model in the best place, on the proper time, so it’s seen by the best folks. 

Let’s get into it. 

Your GWI media planning sport plan

1. Conquer the eye financial system
2. Sustain with fast adjustments in traits
3. Get solutions that make it easier to make selections – quick
4. Perceive what content material drives actual outcomes 

1. Conquer the eye financial system  

Einstein might have stated that point is an phantasm however the consideration financial system may be very actual. Day-after-day shoppers are selecting the place to place their focus and as a media planner, it’s as much as you to know the best way to attain them.  

If you wish to join along with your audience, you want deep shopper knowledge that exhibits you precisely the place to seek out them – whether or not that’s watching TV on their telephones/tablets (one thing that’s grown 54% year-on-year), or enjoying their favourite online game. You’ll be capable of sharpen your media technique and increase outcomes with insights that go beneath the floor to indicate you shoppers’ motivations, buy habits, and extra. 

2. Sustain with fast adjustments in traits

Developments transfer quick – actually quick. For those who blink, you could miss the following large factor like a brand new social media platform that seems out of nowhere (we’re you, Threads), or waste your time on fading fads. 

GWI is your secret weapon for recognizing, monitoring, and staying on high of the newest traits. 

With new questions added, you’ll be capable of stand out from the gang because of immediate entry to recent insights representing 2.8bn shoppers worldwide. 

3. Get solutions that make it easier to make selections – quick 

What’s one thing you’ll be able to waste however can by no means earn? Time. It’s treasured, it’s fleeting, and it may be costly in case your media plan doesn’t hit the mark. When you might not be capable of cease the clock on traits or evolving shopper attitudes and perceptions, you’ll be able to positively keep forward of the competitors in the event you’ve the best viewers insights to take your media plan to the following degree. 

At GWI we’re all about quick, dependable knowledge. With our intuitive platform, you’ll be able to unlock worthwhile insights, construct charts in a flash with our immediate charts characteristic powered by OpenAI’s ChatGPT, and perceive your viewers in seconds with immediate viewers insights. And that’s only the start. 

4. Perceive what content material drives actual outcomes

Tight budgets and looming deadlines can put a damper on the artistic course of however you continue to want to verify your content material will land along with your clients. When {dollars} are concerned, each message must make immediate sense. Are you able to say “stress”?

To make data-led selections you want insights that transcend fundamental demographics. GWI’s market analysis platform is designed that can assist you uncover and perceive your viewers’s values, model expectations (for instance, being dependable), and the problems that matter most to them so you’ll be able to smash the media planning course of. 

Right here’s an instance of media planning with GWI

Let’s say you’re a magnificence model searching for the proper platform to launch an thrilling new promoting marketing campaign. Your marketing campaign goal as a media planner is to spice up viewers interplay, acquire followers, and enhance views – however this time you wish to assume exterior of the field. Because you’re already on each platform, you want recent insights to present you a brand new perspective.

You already know that to actually unlock new alternatives, you’ll want digital media plans that resonate along with your audience, however first you have to know the place to seek out them. 

Out of your market analysis with GWI, you uncover a barely shocking statistic: magnificence consumers are 35% extra doubtless than common to desire parenting and household podcasts. To attach with this viewers you could possibly pull off the proper social media collaboration with a parenting podcast – however which one? 

Utilizing our knowledge, you’re capable of finding the small print more likely to make the most important distinction to your media plan.

You uncover magnificence consumers are 33% extra doubtless than common to need manufacturers to be cool and classy – so that you attain out to the most popular parenting/household podcast with probably the most listeners. 

To place a cherry on high – and supercharge your media planning technique – you’ll be able to even add in customized analysis to fine-tune your concentrating on and attain even probably the most area of interest shoppers. 

The right way to use GWI throughout your media planning course of

1. Construct your viewers

First, you’ll begin by constructing your viewers. Decide from over 250k attributes overlaying issues like who they’re, the place they stay, what they do right this moment (and plan to do tomorrow), and even private attitudes, values, and behaviors like how usually they drink espresso.

The result’s an image of your shoppers, as broad or as detailed as you want it to be.

On this instance, we’ve used Gen Z however you’ll be able to customise your individual viewers or select a prebuilt viewers.  

2. Add segmentation

Now that you’ve your viewers, it’s about making use of a media lens to know their consumption habits.

You may uncover particulars like how a lot time they spend streaming music, scrolling social media, or listening to podcasts. With insights like these you’ll be capable of dig deeper into the viewers to see what kind of content material must be in your media plan.

3. Apply filters

After which you could apply filters like location.

These make it easier to put your knowledge into context and slender the scope of what you’re analyzing so that you don’t get caught within the muck. 

4. Spot patterns and alternatives

Now you’ll be able to see what’s sizzling – and what’s not – on your viewers. For instance, you’ll be able to simply gauge the chance of Gen Z consuming varied media varieties in comparison with different generations simply by wanting on the index determine for every media kind. An index determine above 100 means they’re extra more likely to eat that media kind (generally known as “over-indexing”), whereas an index determine under 100 means they’re much less more likely to eat (generally known as – you guessed it – “beneath indexing”). 

This easy however highly effective view of viewers attitudes is the important thing to unlocking campaign-defining insights, displaying you the place and the best way to attain shoppers.

5. Zero in

As soon as you understand what to deal with, you’ll be able to zero in with laser-like precision on precisely the shoppers you wish to join with.  

GWI in motion: Media planning with Tequila Avión 

When award-winning spirits model Tequila Avión wished to drive consciousness utilizing conventional media, their company – Fullsix – turned to GWI. With our assist, they have been capable of shine in an oversaturated market regardless of finances constraints, viewers complexity, and cutthroat competitors. 

Right here’s how they did it: 

Step 1. Fullsix analyzed a mixture of on-line and offline knowledge to know precisely who was shopping for and interesting with the model

Step 2. Subsequent they mixed the totally different profiling factors to construct strong viewers segments

Step 3. They carried out an intensive goal evaluation to know shoppers’  existence, pursuits, behaviors, and touchpoint affinities

Step 4. Lastly they clustered the viewers by key pursuits and behaviors   

The consequence? Not solely did on-line clustering and optimization ship 8% extra environment friendly attain, however the offline outcomes have been 30% extra environment friendly than conventional campaigns. Due to a data-driven marketing campaign enabled by GWI, Tequila Avión’s digital advertising and marketing efforts achieved unbelievable model elevate throughout all their benchmarks.  

Overcoming the challenges of media planning with GWI

Our platform is designed to streamline your media planning course of by providing shopper insights that make it easier to perceive your viewers like by no means earlier than. You’ll be capable of expertly navigate the unpredictable world of fixing traits, unsure budgets, and waning shopper consideration, utilizing dependable knowledge and insights to make sooner, higher selections.  

Media planning isn’t easy, however GWI makes it simpler. 

To see our platform in motion and perceive precisely the way it may help you, simply attain out to our crew to schedule time to talk.