The Age of ‘More’ – The impact of POE on the role of a media planner

It will come as no surprise to you that media consumption has entered the age of ‘more’.

More personalized, more on-demand and more choice.  This makes media planning more complex and much more interesting.  Good media is not just about reaching the right audience but about how it can spark or amplify conversations involving the brand.

PAID, OWNED AND EARNED

The boundaries for what is ‘media’ have expanded and potentially anything we can imagine can fill this new space.  We must consider every touchpoint and the role it plays in building the brand’s connection with consumers.  This takes into account Paid, Owned and Earned media.  Paid, largely being the spaces filled by advertising; Owned, being  all brand assets, products and associated content; Earned being the resulting conversation about the brand and the role people play in spreading the message further.

In a POE world a brand must have something to say (owned content) and have permission to say it in order to start or be part of conversations.

The more time people spend with a brand’s owned content and being exposed to positive earned opinion and content from influencers, the more relevant and powerful the paid media becomes. 

The effectiveness POE ecosystem is therefore massively reliant on a well thought through consumer journey.

THE CONSUMER JOURNEY

Understanding and becoming expert in the consumer journey is undoubtedly the biggest change for media planners.

The consumer journey is now less linear and controllable, therefore, how a brand networks its communications across platforms and formats is critical to telling a consistent and powerful story.  This changes the start point for the planner in building a communications strategy and asks them to consider the owned content first.

The modern media planner must be fluent in multiple platforms and must be able to think about the architecture of the journey between paid, owned and earned media. They must be able to plan for always-on communication balancing pushed and pulled messages. 

They should be able to clearly articulate the relationship between paid media and the brand experience making it less directional and more involving; they must become proficient content planners and conversation architects, building more complex and layered communications plans.

They must understand the inter-relationships and dependencies between the channels and platforms and considering all the implications that a multi-platform content strategy may have.

The modern media agency is one that is fluent in content, conversation and reach.  Being a media planner in this context must be one of the best jobs in the agency.

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