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

CollectionsOct 25, 2021
Charles & Colvard Has a New Zodiac Collection

The celestial pendants are set with the company’s lab-grown “Caydia” diamonds.

SourcingOct 25, 2021
The Big Picture

Today, large companies mine some of the most popular colored gemstones, making it vital to examine their impact on local communities.

CollectionsOct 25, 2021
Ashley Zhang Is Making Mourning Jewelry for the Modern Woman

It’s inspired by antique jewelry from the Georgian and Victorian eras.

Brought to you by
Your Store Could Win a $5,000 Award from IGI

The Institute’s “Jewelers on a Mission” campaign is working to unite the industry.

Events & AwardsOct 25, 2021
Marcus Lemonis to Open AGS Conclave 2022

He starred in CNBC’s “The Profit” and is set to appear in a new HGTV series next year.

Weekly QuizOct 22, 2021
This Week's Quiz
Test your knowledge of jewelry news from the week of Oct. 18-22, 2021.
Take the Quiz
MajorsOct 22, 2021
These Jewelry Companies Are Among the World’s Most Valuable Brands

That’s according to Interbrand, which just released its 2021 list of 100 Best Global Brands.

WatchesOct 22, 2021
New Citizen Campaign Shines Light on Solar Power

The “Purposeful Power” campaign will raise money for Everybody Solar, which provides solar power to nonprofits.

Brought to you by
Buying a Diamond is More Than Knowing the 4C’s

Buyers may be excited about online diamond deals, but there are uncertainties surrounding the authenticity and clarity of the diamonds.

CollectionsOct 22, 2021
The Artistry 2022 Catalog Is Out

It’s full of bestsellers to stock up on.