UK internet usage is exploding, it is now approaching 30 million individuals. The internet has become an essential consideration in any marketer’s media planning. Online advertising is no longer a medium solely for the young, in fact when compared with the total GB population, the online audience over-delivers in all age groups up to 55.

So who is your target market? Ellisons can help...

It is important to establish who you are talking to, and the profile of your audience. For online media planning, you also need to understand what they do online. Online behaviour differs markedly depending on age. To help you to understand your target audience and their online behaviours, Ellisons trained internet advertising team will meet with you and outline their behaviours, allowing us, together, to create a targeted internet advertising campaign.

For example, 25-34 urban professionals rely heavily on the web for work, communication and planning their social lives. However, 34-45 women with families are more likely to be managing the home, banking and sourcing information on hobbies and interest

What are your objectives?

Unlike most other media, the internet can be influential at both the point of interest in a product, and the point of purchase. Online advertising can build awareness, provide detailed information, gain registrations, build a customer base and, of course, display products.

Depending on your priorities, a campaign can be built to optimise a variety of objectives:

• Drive site traffic
• Achieve a low cost per acquisition (CPA)
• Generate sales
• Capture personal information
• Influence brand attitudes
• Boost brand awareness

Ellisons internet advertising specialists can help you decide on your objectives. Ellisons will then identify which online tool, or mix of tools, can best achieve your campaign aims.

Ellisons does the hard and tedious research for you...

Your potential customers are actively looking for information about products and brands online, so Ellisons will devise a search marketing strategy for you. We will research the words and phrases related to your product which are commonly entered into search engines, and develop your search engine strategy. It is well known that searches on brands and products are linked to offline campaign activity, such as TV or radio, so buying phrases such as your strap-line, or offer, as well as your product, can pay dividends.

Measurement... Ellisons will measure your success

Ellisons will agree relevant metrics from the outset. The internet is so accountable, it’s often too accountable: if you try and measure everything you will be drowning in a sea of data in no time! Pick two or three relevant metrics that are linked to your objectives. It will then be clear which formats and sites are working for you, and you can optimise each element according to its performance.

For more information please contact our media team on +44 (0) 20 7510 5900 or email a request to info@ellisonuk.com

An Introduction to Online Media Planning from Ellisons