Media planning is the process of identifying and evaluating different options for reaching a target audience through advertising, and then deciding which mix of media channels will be the most effective in delivering the desired message. The focus of this article will be on media planning for digital marketing.

The first step in the media planning process is to identify the target audience for the campaign. This involves gathering information about the demographics, interests, and behavior of the people who are most likely to be interested in the product or service being advertised. This information can come from a variety of sources, including market research, customer data, and social media analytics.

Next, the marketing team needs to determine the goals of the campaign and how success will be measured. This could include things like increasing brand awareness, generating leads, or driving sales.

With the target audience and campaign goals in mind, the team can then start evaluating different options for reaching those people through digital marketing channels. This might include things like display advertising, social media advertising, email marketing, or search engine marketing.

Once the team has identified the most promising channels, they can then create a media plan that outlines the specific tactics that will be used to reach the target audience. This might include details about the ad creative, the targeting parameters, the budget, and the timing of the campaign.

Throughout the campaign, it's important to track the results and make any necessary adjustments to the media plan in order to optimize performance. This might involve adjusting the targeting parameters, changing the ad creative, or shifting budget to different channels.

Strategy refers to the overall approach that is taken in selecting and targeting the right media channels. This may involve identifying the target audience, setting advertising goals, and choosing the most appropriate media mix (television, radio, print, online, etc.). It also involves determining the budget and allocating resources appropriately.

The science of media planning involves using data and research to inform decision making. This may involve analyzing data on consumer behavior and media usage patterns, conducting market research, and using tools such as Nielsen ratings to measure the effectiveness of different media channels.

Subterfuge refers to the use of tactics and techniques to sneak past the competition and get noticed by the target audience. This may involve finding unique or unexpected ways to use traditional media channels, or using emerging technologies such as virtual reality or social media influencers to reach a wider audience.

Overall, media planning for digital marketing is a process of continuous optimization, with the goal of delivering the right message to the right people at the right time in the most effective way possible.