Digital media buying is more than buying media. In episode 3 of Within Digital, Nick Livermore chats to Client Planners Grace Bethell and Harry Martin about SearchStar's planning process and, more specifically, the "Planning Cycle".
As Harry and Grace explain, the Planning Cycle is a process of creating media buying plans or strategies. Starting, most importantly, with a brief, the Planning Cycle then moves through audience planning - the foundation of any strategy - channel planning, targeting options, asset creation and, finally, optimisation.
It is this final iterative step that brings the Planning Cycle full circle, as we use the data built up quarterly to inform the audience planning, channel selection, targeting options and asset creation next time round. Only by doing this time and again will we continue to refine client strategies and deliver better results and growth over time.