The Smart Lab: The Importance of Digital Media Planning

ColumnistsJul 06, 2021

The Smart Lab: The Importance of Digital Media Planning

Emmanuel Raheb breaks down the importance of knowing your audience, setting goals, sticking to a budget and more.

Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at
Every jewelry business operates within a localized market. Typically, your customers come from the area surrounding your physical store. 

In cities, your marketing radius is tight because the population density is higher. With smaller towns, your marketing radius is larger because there are fewer people and they are more spread out.

No matter where your jewelry store is located, you’ll attract more customers through digital marketing than you’ll ever be able to reach through traditional marketing.  You have an enormous audience online and can reach them in an extremely measurable and cost-effective way.

If you want your jewelry store to be seen by your community, digital marketing is the best channel to reach your audience.

What Is Digital Media Planning?
Media planning is what happens after you know who your target audience is. It’s the “where, when and how.”

Your goal is to continuously measure your audience engagement and maximize your return on investment, or ROI. 

Your media plan should be split among various digital channels such as pay-per-click (PPC) search advertising, digital display banner ads, video, native content, and social media.

As a jewelry business, your best content for your advertising is as close as your showcase. 

Jewelry is the perfect content to be shared or promoted online. Do it right and any favorite piece could become your next media star!

The Importance Of Media Planning
The success of any jewelry advertising campaign is dependent on your media planning process.

Make the wrong choice of “where, when, and how” and it will cost you greatly, in both dollars and potential damage to your brand’s image. 

Every advertisement, no matter which channel, should have an immediate and measurable return. A failed media campaign can lead to a failing business. 

The Benefits of Media Planning
When you plan your digital media correctly, you’ll enjoy the following benefits.

-- You’ll learn exactly who your target audience is and understand them better.
-- You’ll reach your audience in the ways via which they prefer to be reached.
-- You can choose which media channels fit your marketing strategy best.
-- Your advertising can be fine-tuned and adjusted to fit the schedule of your target audience.
-- You can plan your budget more effectively ahead of time and avoid overspending with last-minute marketing.
-- Your ROI on digital media can be easily measured.
-- You have a much better chance of making more sales and seeing success.

 Related stories will be right here … 

The Process of Media Planning

Let’s talk about the process of digital media planning. It’s not as hard as it sounds.

You need to:
1. Understand who your target audience is;
2. Define your marketing goals;
3. Determine your ideal digital marketing mix;
4. Stick to a fixed budget that’s been established ahead of time;
5. Execute your media plan with strength and confidence; and
6. Measure your results while improving your marketing.

Marketing Has Changed
According to a recent consumer research study conducted by eMarketer, the average U.S. consumer now spends more than 12 hours a day consuming media in some form. 

It’s not only important, but imperative that your marketing team have an effective digital media plan to reach consumers where they spend most of their time.  

Remember, if your jewelry store isn’t being seen by your audience, it doesn’t matter how much other marketing you do. They won’t even know you exist. Consumer behavior and marketing have changed, but have you? 

Digital media planning is not as hard as it seems when you break it all down.  

Success is a recipe and any jeweler can learn how to succeed online. Follow these steps today and you’ll start seeing new customers walk through your jewelry store’s door tomorrow.

The Latest

Pantone color of the year 2024
TrendsDec 08, 2023
Pantone’s Color of the Year Is Warm and Fuzzy

The peachy hue also marks the program’s 25th anniversary.

Mary Tyler Moore and Elsa Peretti for Tiffany & Co. Bone Cuffs
AuctionsDec 08, 2023
Sotheby’s Sold All Mary Tyler Moore’s Jewelry

The 21 pieces up for auction, including Tiffany & Co. jewels and a Cartier watch, garnered more than $430,000 across two sales.

Inesa Kovalova’s Links pin
CollectionsDec 08, 2023
Piece of the Week: A ‘Strong & Precious’ Brooch

Centered on a sunny heliodor, the “Links” pin was designed by Ukrainian jewelry artist Inesa Kovalova.

De Beers | Diamonds Falling
Brought to you by
The Most Important “C” in Diamonds: Confidence!

Without the ability to instill confidence within the industry and directly to the consumer, a diamond holds very little value.

Lashbrook ring
MajorsDec 07, 2023
Lashbrook Sues Manly Bands for Allegedly Copying Designs

The wedding band company is also accusing its former customer of removing watermarks from Lashbrook images for its own use.

Weekly QuizDec 07, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Rough diamonds from Alrosa
Policies & IssuesDec 07, 2023
The G7’s Long-Awaited Statement on Russian Diamonds Is Here

It provides a timeline for the implementation of new restrictions, but no details.

24 Karat Club of New York new members
MajorsDec 07, 2023
24 Karat Club of New York Welcomes New Members

The organization has elected 12 new additions.

Platinum  Guild International Diamond Rings
Brought to you by
If It’s Custom, Make It Platinum

With holiday proposals right around the corner, encourage your customers to go for platinum when making the big purchase.

133 carat yellow diamond
AuctionsDec 06, 2023
A Yellow Diamond, Hollywood Jewels Stand Out at Sotheby’s

Additional lots will be offered in the Fine Jewels online sale through Dec. 7.

GIA logo
GradingDec 06, 2023
GIA Debuts Revamped Graduate Jeweler Program

By mixing creative and practical skills, the new course hopes to fill the industry’s bench jeweler gap.

A 1930s gem-set and enamel ‘Maltese cross’ cuff attributed to Verdura for Chanel (left) and a loose cushion-cut Burmese sapphire weighing 11.87 carats (right) were the top lots in Bonhams New York Jewels auction this week.
AuctionsDec 06, 2023
Verdura Cuff, Burmese Sapphire Shine at Bonhams

Several other colored gemstones joined the pieces in the top 10 list.

Neil Lane lab-grown diamond engagement ring
FinancialsDec 05, 2023
Signet Jewelers’ Q3 Sales Down 12%

The retailer is still expecting a strong holiday season with improving demand for natural diamonds.

Memorial for slain jeweler Peter Damian Arguello in Wheat Ridge, Colorado
CrimeDec 05, 2023
Police Continue to Investigate Murder of Colorado Jeweler

Peter Damian Arguello, the owner of Peter Damian Fine Jewelry & Antiques, was shot and killed in an apparent robbery last week.

Tanishq store
MajorsDec 05, 2023
Tanishq Continues U.S. Expansion With 2 New Stores

The Indian jewelry giant has opened locations in Houston and Frisco, Texas.

Grandview Klein Diamonds Namibia scholarship winners
SourcingDec 05, 2023
Grandview Klein Awards Two Scholarships in Namibia

Each student was provided with the full amount of tuition for the Namibia University of Science & Technology.

De Beers Ryan Perry and David Prager
SourcingDec 04, 2023
David Prager To Leave De Beers in 2024

Ryan Perry, who has been with De Beers since 2002, also will be leaving the company next year.

Chrono24 ChronoPulse
WatchesDec 04, 2023
Chrono24 Debuts the ‘Dow Jones’ for Luxury Watches

The watch seller’s new index tracks sales data from 14 brands, including Rolex and Patek Philippe.

David Bouffard Signet Jewelers
MajorsDec 04, 2023
David Bouffard to Leave Signet, RJC

The industry veteran will step down from both roles in April 2024.

David Webb turquoise and lapis ring
TrendsDec 04, 2023
Amanda’s Style File: Decadent December

Tanzanite, turquoise, and zircon are all options for December babies, who sometimes “get the birthday shaft,” Amanda Gizzi writes.

Lightbox x Roséate Light Wand pendants
Lab-GrownDec 01, 2023
Lightbox Teams Up With Brand Founded by Former Tiffany Exec

The lab-grown diamond brand also collaborated with the website The Future Rocks on a collection launching today.

Lila Moss Calvin Klein campaign
FinancialsDec 01, 2023
Movado Lowers Guidance Again After Q3 Sales Dip

The company said it is facing a “challenging retail environment” but is prepared for the holiday season.

Muzo emerald and argyle pink diamond necklace
CollectionsDec 01, 2023
Piece of the Week: Muzo’s Emerald and Argyle Pink Diamond Necklace

It’s the hero piece of the newest "Green Jewel" collection, a collaborative offering from the two mines.

Pink Supreme Diamond
AuctionsNov 30, 2023
This Pink Diamond Reigned Supreme in Hong Kong

The 15.48-carat fancy intense “Pink Supreme” topped Christie’s fall jewelry auction in Asia, while a Patek Philippe led the watch sale.

Claire’s CFO COO Chris Cramer
MajorsNov 30, 2023
Claire’s Hires Former Bath & Body Works Exec as CFO, COO

Chris Cramer, who also spent time at Gen Z intimates brand Parade, will take on the dual role.

133 carat yellow diamond
AuctionsNov 30, 2023
Sotheby’s To Auction 133-Carat Yellow Diamond

The stone headlining the upcoming sale could fetch up to $5 million.

Kwiat diamonds
IndependentsNov 30, 2023
Frank Adams Rolls Out Kwiat’s ‘Mine to Shine’ Program

The retail offering lets customers track their diamond’s journey.

Diamond development hub in Angola
SourcingNov 29, 2023
Largest New Diamond Mine of the Decade Coming Online in Angola

The Luele mine is expected to eventually make the country the world’s third-largest diamond producer.


This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy