Media planning has multiple rabbits tangled like a hydra around its necks. These are the most common.
Diving into the universe of media planning is like making your way through an absolutely untamed jungle where dangers await almost at every turn.. It could not be otherwise if we take into account that the media galaxy is increasingly vast and new channels are constantly being added to it (especially of an online nature).
Aware of how complex media planning has become in recent times, Thomas Koch and Zurgams have pulled the book out of their hats Media made easy. A practical work manual (Easy media planning. A practical manual).
In this play, edited by Haufe, Koch and Zurgams provide multiple keys to approach media planning in the most sensible and cost-effective way possible and also to get rid of the most frequent errors in this discipline (which are not few precisely).
According to Koch and Zurgams, these are the kits that most assiduously cling to media planning like barnacles:
1. «We have always done it this way«
It is totally unreasonable to cling to this phrase in a world that is at the expense of constant changes, changes that, to make matters worse, bump consumer behavior and the way in which it unfolds in an increasingly digitized media landscape with particular force.
2. «We only use social networks. They are for free”.
What is free of cost is also useless. Even death is not free and you pay for it with life. And this phrase can also be applied to social networks, where whoever does not invest anything is doomed to be invisible.
3. «For some years we have had good contacts with the environment X«
Having contacts is good, but such contacts do not unfortunately speak of the quality (or lack of quality) of the medium in question as an advertising channel.
4. «I don’t like that medium«
It is the data that helps to decide which means are or are not suitable from the point of view of investment. Personal opinions are, on the contrary, completely useless in this sense.
5. «Our last campaign was successful«
It is useless if the last campaign tasted the honeys of success. Each campaign is different and is governed by completely different standards than the previous ones. No two campaigns are actually the same.
6. «I know what my clients need«
This phrase is sometimes covered with truth, but other times not so much. It is not easy, after all, to understand how people behave and why they take certain actions. That is why it is better not to play at being a «fortune teller» and always check everything before with constant and sound data.
7. «I don’t need that modern channel«
It is quite possible that such a modern channel is necessary after all. The world is advancing by leaps and bounds and whoever does not keep up with it is inevitably off the hook.
8. «Our clients are not totally loyal«
This phrase is very likely to be completely untrue. The client has a lot to deal with, with his own life and probably also with the competition (to whom he will perhaps sneak eyes)
9. “We don’t need a consultant. We know what we do«
Whoever pronounces this phrase may be right, but it never hurts to have a second opinion (which will almost certainly be impregnated with much less glitter).
10. «I think, I think that …«
Success in media planning is not a matter of beliefs and opinions but of experience, transparent data and, in the best of cases, formed conviction.
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