Our approach to an online media strategy consists of five key core components which are considered before reaching an online media proposal.
- Outcome Requirements
Campaign objectives are considered and evaluated, secondary messages and alternative objectives are established, and the return of investment expectations are defined and set as targets.
- Analysis of Online Media Environments
The online media landscape offers a plethora of placement opportunities. The ability of the web environment to support the brand by relevancy of the campaign message to the target audience is assessed.
- Online Media Research
Investigation and collection of information in the relevant media environment; and previous campaign success are considered against published supplied research and independent online reports.
- Market Analysis
The suitability of the client's product, as well as message and product strengths are assessed and benchmarked against competitor activity and strategy; this is followed by research and review of online campaign case studies relevant to the same industry.
- Offline Media Integration
Cross media integration is an important aspect to consider for advertisers utilising more than one medium at the same campaign period; hence opportunities for synergy with offline media strategies are considered in the online media plan.
