What is the role of a Web Planner
The Web Planner operates in commercial, creative and technical environments. He/She defines advertising campaigns on the Web through different communication channels.
How much does a Web Planner charge
A junior Web Planner can expect a salary between £32,000 and £30,000. After five years of experience, their salary increases accordingly to reach around £40,000 to £45,000 per year. Their daily rate will be £450 per day.
What is the definition of a Web Planner
The Web Planner's mission is to organize advertising campaigns for a specific brand or within the company where they operate. To achieve this, they use different online levers taking into account a predefined budget with the client, defining the targeted audiences, and precisely measuring the return on investment.
It is therefore important that the Web Planner is comfortable with handling numbers to ensure a much more effective advertising campaign. Data analysis is absolutely essential to ensure the best possible profitability. As a result, statistics are extracted from various media to be subsequently analyzed.
Following this, an action plan is then defined according to the objectives and according to the budget allocated to the advertising campaign.
What type of mission can a Web Planner handle
• The Web Planner precisely analyzes the client's or company's needs to define marketing objectives. They work meticulously on the digital ecosystem in which they will need to define advertising acquisition campaigns. However, before launching into concrete operations, strategic monitoring must be implemented to source all communication channels developing strong potential in relation to the advertising campaign to be developed. Moreover, strategic monitoring is absolutely essential to define a budget estimate alongside conducting a competitive audit.
• The Web Planner takes part in the strategic component by defining recommendations, relying on key elements such as acquisition potential, budget, and objectives. When the budget has been defined for the advertising acquisition campaign, the Web Planner enters into negotiations with various publishers to determine the most efficient placements relative to needs. It is therefore imperative to initiate collaboration with technical teams to support them throughout this project.
• On a daily basis, the Web Planner measures return on investment by making potential modifications to the budget, placement, or text to achieve a profitable campaign.
What are the main skills of a Web Planner
• The Web Planner must be particularly attentive to budget management to ensure that every invested euro is not wasted. Management skills are therefore essential in this IT profession.
• The Web Planner must also handle numbers with great ease to determine positive and negative elements in campaign statistics.
• As with many IT jobs, it is essential for the Web Planner to be versatile, being capable of conducting market research, identifying client needs, selecting communication channels, and implementing efficient communication actions.
• Knowledge in web referencing, telephony products, survey methods, web analytics tools, SEM, and SEO are also valuable.
What is the ideal profile for a Web Planner
• The Web Planner profession requires a strong interest in statistics, as working with numbers remains a daily task.
• Ideally, an organized and rigorous profile brings real value to stay aligned with objectives and precisely monitor budget evolution.
• Teaching skills are also essential, as people working around the Web Planner may not necessarily be comfortable with handling numbers.
• A technical profile remains essential with perfect mastery of SEM, SEA, and SEO, as well as various CRM analysis tools like Google Analytics.
• Moreover, the Web Planner works in a team, so social ease is essential to interact with other business experts such as the digital project manager, traffic manager, or community manager.
• Finally, the profession requires excellent writing skills to produce summary notes that are understandable by all teams.
