Media planning and buying

Consequently, it is the organizations’ mandate to make sure they find out the customers’ preferences, which has a ripple effect on the decisions the firm makes on choice and quality of goods and services sold to the consumer. It demands the need for expertise in handling the media and particularly online media. Online advertisements have to be well thought out to be effective. Boss Digital Asia defines online media planning as evaluating and implementing advertisement plans that are both paid and non-paid in nature via media channels. Notable networks that facilitate it are YouTube, Google, and Facebook among others. Consumer insight indirectly allows a company to involve the consumer in the decision making process. Whereas traditional marketing relied on the compilation of facts and statistics to develop identify trends, consumer insight goes deeper and understands the thought process motivating a consumer to make a specific purchase.

Through understanding ‘why’ the consumer makes a purchase, this knowledge can be simulated to predict the future. The information gathering process has to be effective for a firm to acquire the desired data. This is achieved through the use of different information gathering techniques and after that analysis to offer texture and meaning. The model applies to its other consumers too. Successful consumer insight relies on the interpretation and execution of this information. Market Research Focused Approach in Media Planning and Buying A market research-focused approach in media planning is critical. It involves the study of the market and understanding it to ensure the firm makes the correct decisions. In online media marketing, market research focused approach may mean different in comparison to traditional marketing.

This concept of market research focused approach that narrows down to a customer can assume both offline and online personalization. The possibilities of growth surrounding this personalized marketing only lie within the marketers’ range of imagination. Smart Furniture is a company that sells furniture online and delivers its products to clients globally. The firm devised unique market research focused online tool that was able to recognize and classify the furniture styles of each who visited their platform. Using this knowledge, the retailer uses the tool to suggest products to every shopper. The Domino system is set such that this information is available based on the provided registered number. Interestingly, for home delivery, the customer does not need to provide their address every time they call (Deivanai, 2013, 51).

This means the consumer can repeat their last order since it is perfectly captured within the system. This is a different form of personalized marketing compared to that used by Stitch Fix and Le Tote. However, they both achieve the same objective of offering customer personalized marketing. The first step is for the consumer to receive the message, interpret it, retain it and lastly transfer the processed information to their long-term memory. The third stage is the decision making stage that has five distinct categories. The first is problem recognition, which is followed by a search for suitable alternatives to that problem. The third stage is evaluating the identified alternatives. Here, the consumer is likely to form specific attitudes for different available products that may heavily influence his or her choice of purchase (Engel, Kollat and Blackwell, 1973, 224).