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Integration, Amazon and Video Should Be Part of Your Digital Media Planning in 2018


A media strategist creates a pathway to success, whether you want to grow awareness, increase revenue, take on new markets or outdistance the competition.

Tailoring advertisements to the client’s goals is the one of the most important aspects of media buying and as we enter 2018, we now have some new and unique avenues to reach target audiences.

The year 2017 was all about micro-influencers, but 2018 will focus on integration.

The upcoming year will see brands combining different types of influencers to achieve their marketing goals.

Instagram is predicted to surpass the one-billion-user milestone soon. Already one of the most popular networks for influencer marketing efforts, Instagram will only raise its social media status even more.

As it stands, Influencer marketing on this social media app is worth about $1 billion, and it could reach $2 billion by 2019.

Instagram offers a number of opportunities for both brands and influencers, helps you reach more people and presents visual content in forms of photos and videos, which users appreciate.

While it will pay off to be a part of this large industry, focus on establishing meaningful relationships with influencers to stand out in the crowd.

Amazon search is another far-reaching source of brand discovery and community engagement.

Amazon’s ad business does more than just help shoppers find and buy your individual products. You can use search to establish a visible and consistent presence to not only help drive sales but also grow awareness and stay top of mind.

Headline search ads are high-impact pay-per-click ads that appear at the top of search results on amazon.com. Ads are targeted to shoppers based on their search terms, ensuring your brand connects with a relevant audience. After all, that is my main objective.

We identify the groups that your organization should target to refine them to the most relevant audience possible, drive conversion and decrease expense.

By integrating the power of this shopping colossus, we can now hyper-focus on the clients’ needs by utilizing a parallel force to home in on the target audience.

And we cannot forget that video marketing is still critical for the online audience.

People are bored of the same old posts they see online – heavily processed images in Photoshop portraying a seemingly perfect-looking man or woman and sending the illusion of a perfect life.

They want something real and videos make it happen. Video content eliminates generic communication, requires less manipulation and it’s more engaging. Which brings us back to the influencers.

It’s important as we make future media plans to remember that influencer marketing keeps growing each year, but trends change.

In 2018, a combination of different types of influencers will dominate as well as the use of video content. It may also be a good time to break into Amazon’s ever-growing ad business.

An effective media planner can help use these kinds of tools to monitor different aspects of posts and campaigns in order to adjust your strategy in any year.

About The Author

Jane uses her creative energy and strategic mind to create and integrate comprehensive media plans for ABC clients. She’s always looking for the edge when it comes to our creative, whether that’s deploying tried-and-true media or experimenting with something new.

On the nerdier side of things, Jane can research keywords and break down analytics with the best of ’em. She brings a bachelor of science in new media marketing and a double minor in advertising/public relations and international business from RIT to ABC.