A Media Buyer is a specialist who plans and executes marketing initiatives. The Buyer is in charge of creating, putting into action, and optimising strategies in addition to planning and overseeing campaigns.
What a Media Buyer should do before launching a campaign or marketing plan is something that I cannot emphasise enough. A media buyer should first look at the client’s network profile, any prior performance, and the sales data on the company or business. The Buyer should also conduct market, competitive, and situational research. By doing an internal analysis of behaviours and results as well as an external examination of the competition using the information at hand, the Buyer can go forward with a wise proposal for action.
With the knowledge of creating and understanding the audience and buyer personas, the Buyer can now develop a strategy based on the data gathered, as well as the media planning and budget.
The Media Buyer must be familiar with the functionality of each platform or tool where the campaigns will be launched. The Buyer picks the right objective for each platform, segment the right audience, and use the right creatives.
The Buyer must be responsible for analysing the measurements or KPIs to determine their status and whether or not they are effective. Based on this research, the Buyer must make changes to optimise the campaign and improve outcomes.
In short, a Media Buyer should do research as their first step, defining the audience or buyer persona, defining a strategy, creating and executing social media campaigns, and last but not least, analysing, monitoring, and optimising campaigns.
