SEO Strategy Insights

Planning reach across digital and offline media

A connected media plan begins with the audience and the outcome. Adding every available channel can spread a small budget too thin. The goal is to choose a combination that makes sense for the people you want to reach.

Plan around people and places

Define the audience, geography, buying cycle and context. An Auckland service business may need concentrated local coverage. A retailer with nationwide delivery may need a broader plan. The same channel mix will not suit both.

Then assign a role to each channel. Search can meet expressed demand. Social and video can introduce an offer. Audio, digital out-of-home, connected TV, linear TV or cinema may add reach when the audience, budget and creative fit. These are planning choices, not a checklist.

Check the practical requirements

Before booking media, confirm inventory, production requirements, minimum spend, targeting limits, timing and how delivery will be reported. Allow for the creative work in the budget. A good channel on paper may be the wrong choice if the message cannot work in that format.

Keep measurement proportionate

Separate delivery measures such as impressions and reach from responses such as enquiries and sales. Do not sum reach across platforms and call it unique reach without a credible way to account for overlap.

Attribution reports help organise observed interactions, but they do not establish that advertising caused every reported conversion. Google Analytics explains how its models assign credit. Use that context alongside business results and, where practical, planned comparisons or experiments.

The useful output is a plan that explains why each channel is there, what it should contribute and what would make you change course.

Source: Google Analytics, attribution overview

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