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.
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.
The Latest
Aimed at a generation that emphasizes self-care and mental health, “Worth the Wait” breaks new ground in the world of diamond advertising.
Editor Lauren McLemore immersed herself in New York Bridal Fashion Week to better understand the role fine jewelry plays on the big day.
The jeweler shared her change of heart on lab-grown diamonds and why she keeps them separate from natural diamonds in her business ventures.
From protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
The New York-based brand is expanding outside of the U.S., with a pop-up shop in London and plans to distribute internationally.
They’re available through a retailer that sells luxury products inspired by the lifestyle of Batman’s billionaire civilian persona.
The watchmaker is selling 1,000 “Waterbury” watches for $1 each in celebration of its 170th anniversary.
This fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
Launched by De Beers in 2018, the program aims to develop a responsible sourcing model for the artisanal/small-scale diamond mining sector.
The new “Ouche” collection brings sculptural designs to the brand, while the expanded “Daystar” collection brings a rainbow of colors.
The auction house said the gemstone could fetch up to $5.5 million at next month’s sale.
Journalist Priya Raj plans to use the scholarship funds to further her media qualifications and amplify marginalized communities.
It marks the first championship win in the team’s 28-year history.
The Arkansas-based jeweler’s first store in the state’s northwest region is set to open next year.
It will start with rough diamonds that are larger than 1.25 carats and later expand to rough diamonds that are above 1 carat.
The capsule collection is inspired by friendship and connection, with a nod to ‘80s fashion.
The New York socialite’s elegant, transformable piece from the 1960s is headed to auction later this month.
Texas jeweler Susan Eisen and NAJA’s Gail Brett Levine discuss how lab-grown diamonds have altered the landscape for jewelry appraisers.
On the verge of retirement, Kennedy recounts the most stressful stretch of his time at JSA and reveals what he’ll miss about the industry.
Signet Jewelers CEO Gina Drosos’ secrets to success are listening to her team and leaning on data to make decisions.
Part of the Welsh singer’s extensive jewelry collection, the bathtub-shaped Cartier watch went for nearly $72,000 at Sotheby’s Paris.
He dedicated his life to researching, writing, and speaking about gemstones in the hope he could inspire others to share his passion.
The event is slated for Oct. 17-19.
12 spots are available for travelers to visit Northern Tanzania and Southern Kenya from July 25 to Aug. 4.
Though they didn’t grow up together, siblings Ronald Leitzel and Tonia Leitzel Ulsh have grown together as co-owners of Mountz Jewelers.
The men allegedly posed as employees of a local energy company to gain entry to Hussein Murray’s home and then killed him in the basement.
Sales slipped 4 percent in the third quarter in an environment the company described as economically and politically uncertain.