Digital Media Planner Job Description
Digital media planners research different forms of media to find out which types of content consumers and businesses use and then use this data to develop effective marketing strategies. They evaluate the needs and interests of target demographics, researching online trends, and working with digital teams to create campaigns. Digital media planners typically work full-time in an office environment and may be required to work extra hours if a tight deadline or urgent task comes up. This role is well suited to people with strong analytical skills, the ability to communicate well with a range of personalities, and who enjoy working as part of a team on different projects.
Digital Media Planner Duties and Responsibilities
The organization a digital media planner works for will determine the exact duties and responsibilities they carry out. Based on job listings we analyzed, a digital media planner’s duties typically include:
Collect Market Data
Digital media planners observe the market regularly to maintain their knowledge of audience trends and consumer behavior, as well as performing competitor research to stay abreast of what marketing channels the competition is utilizing.
Develop Audience Personas
From campaign insights and data mining, digital media planners create personas, evaluating their target demographic through the media audiences use, the times and places they consume it, and how long they view different pieces of content.
Digital media planners gather data and information using different methods, such as questionnaires, focus groups, or market analysis surveys, which can then be used to optimize campaigns to target specific audiences. A good knowledge of search engine optimization (SEO) is useful in targeting specific keywords and search habits for optimum results.
Digital media planners manage campaign budgets for clients, negotiating costs for elements such as advertising spaces or social media campaigns to ensure they’re within the budget allocated to each channel.
Report on the Success of Campaigns
Once a campaign is finished running, digital media planners analyze the data that’s been collected and create reports based on the findings. They assess the impact of different types of media when targeting audiences and the suitability of media channels for different target markets.
Digital Media Planner Skills and Qualifications
Digital media planners should have excellent communication skills, a broad knowledge of media channels and trends, and analytical skills. Typically, employers require a bachelor’s degree in business administration, marketing, or a related field, as well as the following abilities:
- Analytical skills –analyzing data and campaign results requires an ability to observe patterns or anomalies in information
- Teamwork – an ability to maintain a professional and polite manner and be approachable are helpful when working closely with other members of the digital team, different departments, and with external contacts
- Numerical abilities – digital media planners should have great numeracy skills as they manage budgets, negotiate prices, and analyze data
- Decision-making skills – digital media planners design campaigns and create media strategies to increase brand awareness; they also negotiate with external companies and agencies.
- Computer skills – much of a digital media planner’s day is spent using a computer, from monitoring digital trends and channels to analyzing statistics and creating campaigns.
Digital Media Planner Tools of the Trade
Digital media planners use these tools regularly and should have a working knowledge of them:
- Analytics tools (GfK MRI, MOAT, Nielsen IMS)
- Social media (Facebook, Twitter, Instagram)
Digital Media Planner Education and Training
The minimum requirement to become a digital media planner is a bachelor’s degree in market research, marketing, business administration, or a similar subject. Some companies may also require a master’s degree in a relevant field. Some schools offer internships as part of the course to help students gain practical skills they can take to the workplace.
Digital Media Planner Salary and Outlook
The median annual salary for digital media planners is over $46,000. Digital media planners in the 10th percentile earn around $35,000 a year, while the highest paid earn over $60,000 annually. Depending on the organization, bonus packages and profit sharing schemes are sometimes available and can provide an additional earning potential of up to $7,000 in some companies.
Location and level of experience impact the pay level; most companies provide health benefits. The Bureau of Statistics predicts that the growth rate for market research analysts will grow by 23 percent through 2026.
Digital Media Planner Helpful Resources
We’ve collected some of the best resources on how to develop a successful career in digital media planning:
Brand Media Strategy: Integrated Communications Planning in the Digital Era – A guide to the best tools and platforms marketers should be using today, this book is written by media and brand expert Antony Young. The book aims to show readers how to use the latest media techniques to get excellent results for their company.
Media Planning & Buying in the 21st Century – A leading textbook for students hoping to break into the media industry, this covers media planning, buying, and sales in the 21st century. It explains the basics of media and how to get the most out of media communications.
MediaPost – This website covers a range of different media types, from traditional media to marketing and digital trends. It’s an easy and comprehensive way to keep on top of the latest news, an integral part of any digital media planner’s job.
Capitol Media Solutions – This blog provides great insights on the latest media trends and offers useful tips to consider. There’s a broad selection of categories to choose from, too, to help readers stay ahead of the curve in all aspects of the industry.
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