Article tagué interactivity
80 brands, 8 economic sectors, 2 400 interviews, 15 + years old, to scan Belgium’s Media landscape…and the results are : 58 % Paid Media, 17 % Owned and 25 % Earned Media.
Interactivity is no more an option but an obligation !
Social media development has empowered word of mouth.
It will be more and more vital for brands to build up Owned and Paid strategies to influence the 25 % of Earned Media that is generated by the public and journalists.
Every single media strategy has to be social media driven as of today and even more tomorrow.
If 2 media contacts out of 10 are out of any control of the brand for soft drinks, telecom, banking, retail and automotive, this score of Earned Media is even higher for :
- Iconic brands 27 %
- Transport 28 %
- Travel 43 %
Owned Media wise, retail 26 %, transport 24 % and banking 22 % are the only sectors that have been able to create perception…with internet brand websites counting from 30 to 45 % for Automotive and from 40 to 60 % in Banking .
In this Owned Media arena, new coming challenge for these sectors will be to turn real life assets into Owned Media competitive advantages.
Last but not least, Paid Media is far from dead at the social media age, with 5 to 7
contacts out of 10 depending on the sectors, advertising is still a rock robust
driver of communication for brands in Belgium.
Interested to get your brand’s POE Media profile, we’re here…