Which of the following is NOT a typical step when developing a digital media plan?

• A. Confirm business and marketing goals, conduct market research (if needed), define performance goals, select media channels, and document all items
• B. Confirm business and marketing goals, conduct market research, define performance goals, select media channels, and document all items
• C. Select media channels based on popularity alone
• D. Ignore performance metrics after launch

Answer: (D)

A digital media plan is built as a structured, data-informed process aimed at achieving business goals. You start by confirming business and marketing goals, consider market insights as needed, define clear performance goals or KPIs, choose media channels based on data and audience fit, and document everything so the plan, responsibilities, and expected outcomes are clear. The emphasis is on measuring and optimizing throughout, using metrics to guide decisions.

The statement about ignoring performance metrics after launch is not a typical step because ongoing measurement and adjustment are essential for ROI. Without tracking performance, you wouldn’t know what’s working, where to reallocate budget, or how to improve creatives and channels. Selecting channels based on popularity alone also isn’t standard, since popularity doesn’t guarantee effectiveness for your target audience or cost efficiency; the plan should evaluate channels against audience reach, engagement, and performance data.