WithinDigital Episode 3: The Planning Cycle

08/25/20 • 27 min

Digital media buying is more than buying media. In episode 3 of Within Digital, Nick Livermore chats to Client Planners Grace Bethell and Harry Martin about SearchStar's planning process and, more specifically, the "Planning Cycle".
As Harry and Grace explain, the Planning Cycle is a process of creating media buying plans or strategies. Starting, most importantly, with a brief, the Planning Cycle then moves through audience planning - the foundation of any strategy - channel planning, targeting options, asset creation and, finally, optimisation.
It is this final iterative step that brings the Planning Cycle full circle, as we use the data built up quarterly to inform the audience planning, channel selection, targeting options and asset creation next time round. Only by doing this time and again will we continue to refine client strategies and deliver better results and growth over time.

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WithinDigital Episode 2: Crimes Against Conversion

Conversion optimisation has only one rule; to provide the user with a great experience. Nick speaks to Senior Conversion Consultants, Jarrah Hemmant and Joe Johnston, about the biggest offenders that break that rule; The Crimes Against Conversion. These are complex issues that require forensic investigation, and can't simply be remedied with better copy or a compelling call to action. As Joe and Jarrah explain in episode 2 of the WithinDigital podcast, repentance for The Crimes Against Conversion lies in truly understanding your audiences, giving yourself full access to your business data, understanding it and acting upon it, placing conversion at the heart of your business, and treating it as an ongoing project focused on continual performance improvement.

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WithinDigital Episode 4: The Role of Automation

In episode 4 of Within Digital, Nick Livermore chats to Client Services Director and AI specialist, Melanie Hyde, about the role of AI and automation in advertising, and what it means for advertisers and marketers alike.
AI, machine learning, automation - in the world of advertising these terms are used almost interchangeably. In this episode, SearchStar's digital marketing automation specialist, Mel Hyde, unpicks the differences and explains what it all means.
Over the course of the episode, Mel goes in-depth about what's possible now using automation and AI to contextualise, streamline and optimise advertising campaigns. Beyond that, Mel and Nick discuss the impact of automation on the role of the digital marketer, and what the industry will look like in the future.