3i5c Planning Concept – The easiest way to make a media plan

Here’s how the steps of the customer-centric Media Planning Process can be mapped into the 3i 5c framework:

The 3i’s:

1. Integration (i):
   • Define Target Audience: Integrate customer insights and persona development into the target audience definition.
   • Set Media Objectives: Align media objectives with overall marketing goals and customer needs and motivations.
2. Implementation (i):
   • Identify Media Touchpoints: Implement a customer journey mapping exercise to identify relevant media touchpoints based on customer behavior and preferences.
   • Develop Media Strategies: Implement a customer-centric media mix and resource allocation to effectively reach and engage the target audience.
   • Create Media Plan and Schedule: Implement a detailed media plan with messaging and creative execution tailored to resonate with the target audience’s preferences.
3. Impact (i):
   • Implement and Monitor: Implement the media plan and continuously monitor its impact on customer engagement, conversion rates, and customer lifetime value.
   • Measure and Optimize: Evaluate the impact of the media plan on achieving the defined objectives and customer satisfaction, using customer data and insights to optimize future plans.

The 5c’s:

1. Consumer (c):
   • Define Target Audience: Conduct in-depth customer research and analysis to understand the target audience’s demographics, psychographics, media consumption habits, preferences, and behaviors.
   • Develop Media Strategies: Develop media strategies based on customer insights and preferences.
2. Context (c):
   • Identify Media Touchpoints: Map the customer journey and identify the relevant media touchpoints and contexts where the target audience can be effectively reached.
3. Communication (c):
   • Create Media Plan and Schedule: Incorporate customer insights to ensure the messaging and creative execution resonate with the target audience’s preferences and behaviors.
4. Content (c):
   • Develop Media Strategies: Determine the most effective media mix and allocation of resources to deliver relevant and personalized content to the target audience.
5. Connection (c):
   • Measure and Optimize: Evaluate the effectiveness of the media plan in creating meaningful connections and customer engagement, using customer data and analytics to optimize future plans.
   • Repeat and Refine: Continuously refine the media strategy based on customer insights and performance data to maintain strong connections with the target audience.

By mapping the customer-centric Media Planning Process into the 3i 5c framework, marketers can ensure that customer insights are integrated throughout the entire media planning process, from defining the target audience to measuring the impact and optimizing future plans. This approach helps create more effective and personalized media strategies that resonate with the target audience and drive better results.