What makes a good online media planner?
Planning an online PR campaign doesn’t necessarily require the same skills as a paid search one, or developing a social media strategy may not need the same proficiencies as that of an email one.
However, I’m beginning to think that lateralisation is of major importance. Without becoming too technical, this is the concept of the functions between the left and right hemispheres of the brain: The left side is associated with analysis and logic, the right with creativity and context.
Using both sides of the brain is a major element to successful digital planning, especially given that there is a growing importance to understand how best to influence and engage users, whilst simultaneously being calculating and analytical.
That’s not to say either/or doesn’t have a place – I’m conscious that both the objectives and channels used have a bearing on this – but from a general perspective, the best of both will likely be more beneficial.
Below, I’ve dug out some thought-provoking presentations which I think help to support my current wobbly line of thinking around this. They’re also great in helping to isolate and understand any planning or strategic activity, from objective through to execution.
I’m sure this might kick off a decent debate, so I’d love to hear your thoughts and comments, if you have any.
Account Planning in Digital Age
What is media planning?
The brief in the post digital age
Why planners and creatives should become best friends
Planning Needs Some Planning
Seven Deadly Sins
AdAge Digital 2010 6 Foundations of Great Digital Creative
The Birth Of A Grand Strategist By Waqar Riaz
The future of advertising, a conversation
Digital Media Planning 2010
[Image credit: khalid Albaih]
Reader comments (10)
11:29AM on 18th April 2011
Thanks for the list, this is awesome.
4:45PM on 18th April 2011
Thanks for gathering these up. I haven't looked at them, yet, but am going to check them out. I agree with you, however, that social/digital planning requires a set of skills that is perhaps new and non-traditional. Personally, I think user-experience should be involved. As you said, it requires understanding how to engage and motivate users to take action online. I think a UX analysis, looking at the audience, their online goals, and applying some psychological tools has a better chance of succeeding.
MBA - Digital Marketing at Hult International Business School
6:38PM on 18th April 2011
Fantastic compilation
1:41PM on 19th April 2011
And a big helping of common sense helps...
4:55PM on 19th April 2011
Nice mix of presentations there. Do you know of any articles that focus on digital ideas generation / platforms and specifically targeting?
This might be the only addition that you have not already covered.
4:30AM on 21st April 2011
Mike Arauz Desire Paths presentation on SlideShare is excellent. I've referred to it many times.
10:31AM on 25th April 2011
Fantastic article. Some find slideshare finds in there. Thanks!
Founder at McCormack Morrison
3:27PM on 27th April 2011
Okay just finished reading all of these and they are a mixed bag. Firstly some of the presentations need presenting, a deck full of screenshots is no good to anyone.
Anyway the content is mixed, some great stuff about how the briefing process has changed and the movement towards making the account manager redundant in our industry. Still some needs to be read with caution, advertising is not dead, it has not been replaced by social media, they are both equally important channels which need to work together.
Marketing Freelance Consultant at Openface
5:32AM on 10th May 2011
Thank you for putting these together. Fabulous.
8:46AM on 18th May 2011
This is a great collection of information. I agree with Peter. Advertising and social media when working together would get better results.
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