Media
strategy

Helps build brand communication online in a systematic way Write to us

Media strategy is needed

To build long-term relationships with the target audience
To attract recommendations from other web resources
To improve the quality and relevance of content
To improve user experience on the website

Stages in preparing a media strategy

01 Goals and objectives

Define business expectations for online promotion. Fix goals and objectives for investing in advertising

02 Market and category analysis

Research where the client's company is in relation to competitors in the media space, what is happening with the category, what is the brand awareness. Looking for insights for future media presence

03 Review of competitors and target audience

Study competitors' media mix, their sources and structure of traffic, investments in the segment. Analyse the online behaviour of your target audience

04 Overview of solutions in the international dentsu network

Research existing experience of colleagues from other countries in the dentsu network in promoting companies and brands in similar niches. From the dentsu Ukraine databases we analyse the media results of past launches and activities relevant to the client's business

05 Strategic approach

Create a business-specific media ecosystem based on insights from the previous steps. Synchronise brand activity online with manifestations in other classic media and consumer touchpoints

06 Choosing relevant KPIs

Define KPIs against which we can measure the effectiveness of the advertising budget in relation to the objectives set by the business

07 Tactics for promotion tools and channels

A step-by-step description of actions to implement the strategy. Details on promotion channels, platforms, formats and tools. Recommendations for content, etc.

08 Media planning and budgeting

Preparation of a detailed media plan with budget, media and business indicators

09 Extra

Auditing of advertising offices and making recommendations for setting up web analytics and online reporting (to be discussed individually)

RESULTS

The agency presents its vision and provides detailed media plans

Greater user engagement with website content

Improved user experience (repeat website visits, increased repeat sales and LTV)

Increase the conversion rate of website pages

Frequently asked questions

What does the strategy cost depend on?

The cost of the strategy is calculated after a kick-off meeting with the client, at which the scope and scale of the task, the required timeframe for implementation, the quality and quantity of input information (on target audiences, sales, competitors, etc.) are determined.

What will a promotion strategy do for my business?

The strategy enables a systematic approach to communication with target audiences and consumers. The strategy allows for a systematic approach to communicating with target audiences and consumers.

How long does it take to develop a strategy?

The timeframe for strategy preparation is 14 to 25 calendar days. A more precise period can be determined based on client objectives, incoming data and the current workload of the strategy department.

What do you need from the customer to prepare a strategy?

In order for the strategy to be as realistic as possible on the client side, it is recommended:
1. Fill in the brief (alone or with the agency team)
2. Clearly define the marketing objective and choose the indicators in which it will be measured.
3. Provide guest access to Google Search Console and Google Analytics (or other similar accounting systems)
4. If possible, share seasonality and sales data, access to advertising accounts (for a clearer understanding of current advertising spend and rates and a more accurate assessment of opportunities for improvement). Share information about existing brand and or company communications with the consumer
5. It will also be a great advantage to provide a communication strategy from which media planners can calculate more accurate figures for conversion rates.

Who can be responsible for implementing the strategy?

We recommend to give the implementation of the media strategy to the person who did it, because then you can demand results relative to the stated plans and projections. Also, agencies have more in-depth experience in dealing with venues and cost advantages. However, step-by-step execution can also be undertaken by the team on the business side. By arrangement, an external expert from the agency side can be brought in for teamwork and supervision.

When does a strategy cost money and when is it part of the promotion agency's offer?

If you are considering an agency as a partner for media strategy and online promotion, the preparation of a media strategy is in most cases included in the agency’s fee. The decision is based on the amount of advertising budget in the agency’s management and the planned period of cooperation.

What sources does the agency use in preparing the strategy?

Among the most frequently used tools are: Arianna, Nielsen Ukraine, Gemius Adreal, Gemius Audience, cMeter, MMI Kantar, SimilarWeb Pro, Serpstat, Ahrefs, Thinkwithgoogle, Google Trends, Netpeak Spider, Amplifi media calculator, internal research and dentsu group expertise.

Can I just order promotion without a strategy?

You can if you have a clear understanding of the KPIs and media objectives for the agency.

How can dentsu's international experience be useful to the Ukrainian market?

dentsu is experienced in 143 markets worldwide for over 11,000 customers. Many trends come to Ukraine from other countries. By cooperating with colleagues from abroad, we are among the first to have access to new technologies and best practices.

How do you evaluate the strategy?

We recommend assessing the strategy by the extent to which the outlined plan can help achieve the business objectives, the extent to which it is supported by facts and data, and the agency’s experience.