What does a digital media planner do?
A digital media planner helps clients planning to build an internet presence through online marketing. Crafting a successful digital media advertising campaign is not a simple task, and it requires a lot of data gathering and analysis. It is the digital media planner's job to ensure the client's business gets the most out of the internet by creating a workable plan to take advantage of the internet. A digital media planner's tasks are to monitor campaign performance, gather data from previous campaigns, and develop new strategies and plans for the company to follow.
Digital media planner responsibilities
Here are examples of responsibilities from real digital media planner resumes:
- Manage the domestic and international marketing media budget - evaluate opportunities for acceptable ROI and ensure budgetary constraints are met.
- Provide day-to-day campaign management on paid and SEO marketing campaigns to ensure successful results.
- Set up and maintain all campaigns in DoubleClick
- Put together POVs for potential partnerships and present feedback and findings.
- Authore and present POVs on social media monitoring tools, site placements, and audience targets.
- Analyze client KPIs to present media recommendations, executing largest $5MM campaign of year with fifteen media partners
- Collaborate with analysts to develop testing/tagging tactics, determine KPIs, create benchmarks, and compile monthly reports.
- Develop, negotiate and execute print, radio, out-of-home and non-traditional media plans while also evaluating promotion/merchandising opportunities for clients.
- Negotiate contracts with major nationally recognize newspapers, magazines, and outdoor vendors.
Digital media planner skills and personality traits
We calculated that 9% of Digital Media Planners are proficient in PowerPoint, Media Planning, and Campaign Performance. They’re also known for soft skills such as Organizational skills, Problem-solving skills, and Speaking skills.
We break down the percentage of Digital Media Planners that have these skills listed on their resume here:
- PowerPoint, 9%
Updated the Facebook page daily Created PowerPoint presentations for the office concerning student activities Conducted interviews with students about current Clarke highlights
- Media Planning, 8%
Coordinate media planning process including buy recommendations, execute details, and budgets/accounting.
- Campaign Performance, 8%
Evaluate campaign performance and developed concise re-expressions to ensure deal delivery.
- Digital Marketing, 7%
Conceived and executed innovative and strategic digital marketing programs exceeding client goals and objectives.
- DoubleClick, 4%
Set up digital campaigns, placements, creatives, ads; export creative tags in Doubleclick for Advertisers (DFA).
- Client Facing, 4%
Achieved promotion within short duration by gaining increased client facing responsibilities contributing to immediate results.
"powerpoint," "media planning," and "campaign performance" are among the most common skills that digital media planners use at work. You can find even more digital media planner responsibilities below, including:
Organizational skills. To carry out their duties, the most important skill for a digital media planner to have is organizational skills. Their role and responsibilities require that "public relations specialists are often in charge of managing several events or communications at the same time, which requires excellent skills in coordinating arrangements." Digital media planners often use organizational skills in their day-to-day job, as shown by this real resume: "compile clips of hbo media mentions as well as maintain media organizational list. "
Problem-solving skills. Another essential skill to perform digital media planner duties is problem-solving skills. Digital media planners responsibilities require that "public relations specialists sometimes must explain how a company or client is handling sensitive issues." Digital media planners also use problem-solving skills in their role according to a real resume snippet: "develop creative solutions and thought leadership for the successful management of global and national accounts. "
Speaking skills. digital media planners are also known for speaking skills, which are critical to their duties. You can see how this skill relates to digital media planner responsibilities, because "public relations specialists regularly speak on behalf of clients or their organization." A digital media planner resume example shows how speaking skills is used in the workplace: "created sov and competitive analysis reports and presented key learnings to account teams and clients. "
Writing skills. A big part of what digital media planners do relies on "writing skills." You can see how essential it is to digital media planner responsibilities because "public relations specialists must be able to write well-organized and clear press releases, speeches, and social media posts." Here's an example of how this skill is used from a resume that represents typical digital media planner tasks: "utilize graphic design, research analysis, and writing skills to develop and implement communications and marketing strategies. "
The three companies that hire the most digital media planners are:
- Horizon Media3 digital media planners jobs
- VaynerMedia3 digital media planners jobs
- FleishmanHillard2 digital media planners jobs
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Compare different digital media planners
Digital media planner vs. Communications specialist
A communications specialist takes charge of addressing the public by coming up with various strategic campaigns, newsletters, public correspondence, press releases, and advertisements. Their primary role focuses on promoting, shaping, and enhancing a brand's image through public relations. Furthermore, a communications specialist is responsible for handling any complaints or issues, devising and conducting damage control to resolve bad publicity should there be any. It is also essential for a communications specialist to adhere to the company's policies and regulations at all times.
While similarities exist, there are also some differences between digital media planners and communications specialist. For instance, digital media planner responsibilities require skills such as "media planning," "campaign performance," "digital marketing," and "doubleclick." Whereas a communications specialist is skilled in "customer service," "patients," "web content," and "project management." This is part of what separates the two careers.
Communications specialists earn the highest salaries when working in the technology industry, with an average yearly salary of $59,589. On the other hand, digital media planners are paid more in the professional industry with an average salary of $58,385.The education levels that communications specialists earn slightly differ from digital media planners. In particular, communications specialists are 2.7% more likely to graduate with a Master's Degree than a digital media planner. Additionally, they're 0.6% more likely to earn a Doctoral Degree.Digital media planner vs. Communications internship
When it comes to a communications internship, the tasks will vary depending on the organization or industry involved. However, one of the primary responsibilities is to observe proper etiquette in dealing with people and other situations. There will also be the need to accomplish administrative tasks such as producing paperwork and other documentation forms, maintaining records in a database, designing presentations, and coordinating with other team members. Furthermore, it is also important to develop various ideas that will help in multiple projects involving public relations.
Each career also uses different skills, according to real digital media planner resumes. While digital media planner responsibilities can utilize skills like "media planning," "campaign performance," "digital marketing," and "doubleclick," communications interns use skills like "patients," "customer service," "press releases," and "web content."
Communications interns may earn a lower salary than digital media planners, but communications interns earn the most pay in the professional industry with an average salary of $38,090. On the other hand, digital media planners receive higher pay in the professional industry, where they earn an average salary of $58,385.In general, communications interns achieve similar levels of education than digital media planners. They're 0.5% less likely to obtain a Master's Degree while being 0.6% more likely to earn a Doctoral Degree.Digital media planner vs. Communications consultant
Communications consultants are responsible for preparing media releases, whether through print, video, or email. They perform varied tasks that may include working on complete projects such as media analysis and branding, creating strategies to reinforced communication among clients and employees, and providing guidance and recommendations to a company's public relations team. Communications consultants may also conduct training on best practices for other employees. Some employers prefer someone with a bachelor's degree in communications, public relations or journalism, previous work experience in a related field, and excellent written and verbal communication skills.
There are many key differences between these two careers, including some of the skills required to perform responsibilities within each role. For example, a digital media planner is likely to be skilled in "media planning," "campaign performance," "digital marketing," and "doubleclick," while a typical communications consultant is skilled in "web content," "project management," "press releases," and "strategic communications plan."
Communications consultants earn the best pay in the utilities industry, where they command an average salary of $102,010. Digital media planners earn the highest pay from the professional industry, with an average salary of $58,385.When it comes to education, communications consultants tend to earn higher degree levels compared to digital media planners. In fact, they're 8.3% more likely to earn a Master's Degree, and 1.1% more likely to graduate with a Doctoral Degree.Digital media planner vs. Marketing communications specialist
A marketing communications specialist is an individual who is responsible for creating all the marketing materials that are distributed to customers to increase brand awareness for the company's products or services. To create these materials, marketing communications specialists must collaborate with graphic design teams. They are required to track their marketing performance so that they can identify ways to improve their marketing strategies. Marketing communications specialists must also set up interviews and press conferences as part of their marketing campaign.
Types of digital media planner
Updated January 8, 2025
