Some corporations have media buyers or planners that do it all, due to a lack of need for separate people to handle each step of the execution.
Media buyers and planners are in similar roles, but they may not be responsible for the activation part of the strategy. Someone in this position offers strong knowledge of platforms and relationships to deliver and execute all media plans, optimize campaigns, and analyze results. Some companies will manage this in-house, but many choose to outsource marketing efforts to a company dedicated to delivering the best solutions with their expertise and team of specialists.Ī media activation manager is responsible for the day-to-day execution of all marketing efforts and activities. This process usually comes after the planning and buying stages, when all the plans and purchased media is put into place. Some consider media activation to be any part of the process that engages directly with consumers through various marketing efforts.Īs a result, a unique experience for the consumer is designed to build brand notoriety and ensure the results of the marketing campaigns are effective in their reach. Although some companies use the terms media buying and media activation interchangeably (or with little discernment of their differences), media activation is its own part of the marketing process. The people managing this part of the campaign may also be accountable for optimization and reporting on their efforts, but most of today’s marketing efforts have reporting and optimization features to assist with this step in the process. Media activation refers specifically to the preparing and launching of various media campaigns, including social media ads and PPC campaigns. Understanding these practices will allow for a better understanding of what media activation is and its role in the digital marketing funnel. Brand activation, in-house (versus outsourced work), and the best practices for getting solid vendor contracts, are all valuable parts of the process. In this guide, we’ll look at what media activation is and how it differs from media buying. Media-related roles are quickly becoming exceptionally critical among organizations that need help executing their media buying and marketing strategies. The digital space has changed the way businesses grow and gain exposure.
By Eran Goren Your Guide to Media Activation: Everything You Need to Know
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