{"id":98071,"date":"2017-10-12T09:00:19","date_gmt":"2017-10-12T08:00:19","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=98071"},"modified":"2017-10-12T09:26:15","modified_gmt":"2017-10-12T08:26:15","slug":"key-components-effective-media-playbook","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/managing-digital-marketing\/planning-budgeting\/key-components-effective-media-playbook\/","title":{"rendered":"Key components of an effective paid media marketing playbook"},"content":{"rendered":"

How to optimize your marketing and media priorities for the year ahead<\/h2>\n

Smart Insights have launched their first 'playbook' in response to our members' feedback.<\/p>\n

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\n \n Paid media and digital advertising playbook\n <\/a>\n <\/div>\n
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Download Premium Resource \u2013 Paid Media and Digital Advertising Playbook<\/strong><\/p>\n

A playbook to help you identify the steps you can take to ensure your integrated paid media investments are successful. This paid media planning guide will provide marketers with a structured approach to paid media planning to help exploit these opportunities while managing the risks.<\/p>\n

Access the Paid media and digital advertising playbook<\/a><\/p>\n <\/div>\n <\/div><\/p>\n

What is a playbook?<\/h3>\n

Complex sports, such as rugby, cricket, and American football, often involve a huge amount of strategy and so it\u2019s not unusual to find that the coaches in charge have a set of tried and trusted guides comprising the plans, strategies, and tactics to counter different scenarios that arise within a game. In American football they call these guides \u2018playbooks\u2019 and they include detailed notes, diagrams, and methods of the different strategies or \u2018plays\u2019 they want the players to execute within high-pressured moments during the course of a game:<\/p>\n

\"playbook\"<\/a><\/p>\n

In professional sport, the stakes are incredibly high and therefore the playbook is an essential resource to ensure that everyone shares a common vision and there\u2019s a joined-up, consistent approach to strategy and tactics.<\/p>\n

In marketing, we also find ourselves in situations where we need to decide on a course of action in order to meet our business, marketing, and communications objectives. Similar to professional sport, media and marketing playbooks should be developed in advance of the year ahead and cascaded to key stakeholders so that the team is aware of the overarching strategy and tactics to deploy at different stages of the year.<\/p>\n

The advantages of a media playbook<\/h3>\n

A media playbook is a comprehensive guide outlining how a business or brand will manage their marketing investment and activity over the course of a 12-18 month period. Often developed in medium to large organizations with a central marketing team, it provides guidance for media planning, consistency in activities across markets and a foundation to enable everyone to align around one shared vision for when teams go to market to activate.<\/p>\n

Some of the advantages of a playbook include:<\/p>\n