ColumnistsJun 22, 2021
Creative Connecting: Tips for Building Your Email Subscriber DatabaseColumnistsJul 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 eraheb@smartagesolutions.com.
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 …
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.
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.
Editors' Picks
Sponsored by
More on Columnists
The Latest
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
