Whatever the digital marketing strategy you want to implement, there are key elements of media buying that every advertiser must take into account. The most important of these and one that cannot be skipped is defining the objective of your campaign.

In digital marketing, brands have different objectives and want to solve different problems. But you have to learn to prioritize. The key is to maintain a hierarchy of goals. If your resources are limited, as is often the case, it is essential to focus efforts on the main objective and save efforts to try to solve other secondary or less relevant problems.

Some valuable tips from our experience for you...

#1 Prepare your campaign well

A digital media buying campaign cannot be improvised overnight. This step requires thorough research and careful planning.

-Get to know your audience:

It's very important to know your brand's audience well, to make sure your campaign will reach the right people.

-Who do you want to reach? Who is your target audience?

It is important that you know the behavior of the audience you are going to target. This is one of the keys to building a better digital media buying strategy. Otherwise, your investment will be in vain as you will not reach the right people.

-Get to know your ecosystem:

Having as much information as possible about the competition will help you better explore your own assets. This way, you will know what works best in your industry.

# 2 Briefing the agency well

Your objective when drawing up the brief is to be precise about what you want to achieve as well as the problem to be solved. It clearly defines your expectations

A good brief should include these key elements:

1- Be absolutely clear on what you want

Be clear about the level of additional sales you want and how you will measure it - for example, is it a percentage increase? A turnover? Net profit? Is this something an agency can actually influence? 

Give the agency all the elements to understand how success will be judged and they will start to think properly about the problem. This will also give you a good starting point when selecting your agency's short list. 

2 - Provide a budget with your brief

Is it conceivable to go out and buy a car, a house or anything else without having a budget idea? Providing a budget means that you will get realistic proposals. 

3 - Clarify your priority audiences

The more precisely you define the audience that really matters to you, the more accurate and effective your campaign will be. By doing this, your agency will research that audience, allowing them to develop a campaign strategy that really works.

When you want to reach everyone, you end up reaching no one!

4 - Include a useful background

Background is always important. It can be as simple as the history and heritage of the company, the background of the founders or top management... Short-term growth ambitions... Agencies look for the detail that will set you apart from your competitors and that can come from the most subtle of nuances.

5 - Highlight the "don'ts"

Agencies love to be creative and sometimes dare. In the brief, include the things you will never do. You may have already tried things that didn't work. 

In any case, there is no need to let the agency go on leads that will never be validated.

# 3 Set up an evaluation and monitoring grid

The optimization of digital campaigns is an ongoing process. Therefore, the fact that a tactic works once does not mean that it will always work. That's why it is fundamental to optimize all the factors of the campaign:

Creative messages: sometimes the ads run out of steam, it is necessary to think about changing them or introducing a new element or fact.

Adequate budget: there are several ways to correct it, for example, based on the percentage of net sales if you have an e-commerce site.

Measure everything: Make sure your agency has processes in place to identify the type of media and channels that generate the best results.

Finally, the campaign review is a good time to draw conclusions on what worked well, what didn't work... find new ways to improve, never neglect this phase to draw the right lessons and improve by iterations.