Managing Champagne Taste on a Beer Budget: How to Build a Sound Media Plan When Money is Tight

The issue of big dreams, little budget is a timeless tale in the media industry (ok, maybe all industries). Often times brands think they need huge budgets to be able to advertise but that is not the case. The truth is that a little scrappiness and creative thinking, pretty much any budget can work. See below for a few tips and tricks…

1. Clearly define your objectives. Is your goal to drive awareness of your brand? Traffic to site? Sales? Being very specific will help you to hone in on the media types and tactics that are most suited to achieve this goal.

2. Focus, focus, focus! You do not need to be present on all media channels al all times, so revisit your objective and consider the top one or two channels that will help you reach your goal and won’t break the bank. Paid social, search and programmatic are usually going to be the channels with lowest barriers to entry, so start there. There are lots of tactics and targeting options within those vehicles that will allow you to reach objectives across the funnel.

3. Decide whether it is more important for you to be on all the time at lower levels or on iteratively at higher levels. For example, if you are launching a new product, it might make more sense for you to focus for investment a few weeks leading up to during, and after launch rather than thinly spreading your dollars over several months. In doing this, you will make a bigger splash in the marketplace when you are “on.”

4. Don’t try to do it all on your own. When your day job is running a company, you have enough on your plate without adding on “Media Planner” to your list. It can be tempting to cut costs by taking on the media responsibilities, but you are going to save money and be better off in the long run if you enlist a professional to do it right the first time. There are different payment structures to allow you to get the service you want with a payment option that you are comfortable with.

5. Be patient. While you may see some immediate results in sales or traffic, you want to make sure that you are always keeping the long game in mind. Make sure you are not just putting out a message and then forgetting about it. For best results you should continue to foster than conversation between your brand and potential customers.

Facebook Rolls Out Optimized Shopping Solutions for Mobile Holiday Shopping

According to Facebook research, nearly four-in-five (78%) of online purchases already are happening on its mobile interfaces. I am sure this stat is not shocking to anyone as most of us have fallen prey to Insta-commerce at least once. Despite the fact that as a long time agency vet with the “insider knowledge” on how targeting works, I am still weak against the charms of my favorite influencers peddling products (as evidenced by my Goli gummies, Prose shampoo, Marine layer pants, etc.). To capitalize on this ever-growing trend, Facebook this morning is unveiling a series of commerce-driven ads and features on both Facebook, and Instagram.

Beginning with the start of the holiday shopping season, Facebook will rollout “Ads With Product Tags On Instagram,” which will it easier for advertisers and small businesses to tag products so consumers can discover products and shop for them by driving traffic to product detail pages embedded on Instagram.

Facebook says the new features are based on beta testing by a group of advertisers who have been using it for about a year, and effective today it’s available to all advertisers via Instagram’s "Ad Manager." Another new feature being rolled out today, “Shopping Engagement Custom Audiences,” enables advertisers to create custom audience profiles to target users who have already demonstrated an interest in their product or brand by taking specific actions such as “saving a product,” viewing a shop or initiating, but not completing a purchase.

Instagram also is enabling advertisers to extend the reach of those explicit purchase intent users by offering “Shopping Lookalike Audiences” that matches them with others with similar profiles in its user base. Meanwhile, Facebook’s main platform will introduce a “Discount Feature for Facebook Shops,” which create traffic among users looking for deals, discounts and other price-based sales promotions.

Top Trends to Watch in 2019

1. Marketing Funnel continues to shift away from from one to many to one to one

2. Content is king and consumers are demanding that brands are providing value

3. Chatbots are on the rise and providing a way for customers to interact with advertisers without the hassle of speaking with an actual human

4. AI is becoming more pervasive and is helping to sharpen targeting and the consumer experience

5. Security and privacy are top of mind

6. Voice search is on the up and up with voice-based sales projected to reach $40B in 2022!

7. Video is being optimized to user preference, so vertical video formats are on the rise (because who wants to constantly flip their phone sideways just to watch their cute puppy videos)

8. Visual search is increasing making the consumer experience as easy as taking a picture of an objective in order to find information about it

9. Shift from celebrity influencer to micro-influencers as consumers are growing increasingly skeptical of celebrity advertising