Engaging consumers: Paid, owned, earned and hijacked media | LeaderLab


via Engaging consumers: Paid, owned, earned and hijacked media | LeaderLab.

Posted: December 3rd, 2010 | Author: Sofus Midtgaard

In a more connected and transparent world, listening to consumer dialogue and rapidly responding to consumer critique or needs is crucial. From a narrow focus onpaid and owned communication companies today should focus more on how the sum of their activities are affecting their earned communication.

With the explosions of in the use search engines like Google and social media like Facebook and Twitter, earned communication plays an increasingly important role in consumer choice of products and services in the future.


Source: Forrester

As this Forrester survey documents – the opinion of friends or people you know have tried a product are the most important factor in deciding whether to buy a product. This is not new some would argue. Word of mouth has always been a critical part of the consumer decision-making process. But the new thing is that access to word of mouth and global consumers opinions have improved dramatically with the Internet and Social Media. Consumers today are crowd-sourcing decissions on anything from what cell-phone service to choose, what online banks are Mac-compatible and what carrier bike are best for transporting their children

About these ads

Hugues Rey. 20 années de passion et d'expérience dans le monde des agences médias et digitales. Hugues started his career in 1992 at Mindshare, where he morphed from a TV buyer into Head of Research. He moved to Initiative (Media agency) in 1998 where, after 2 years of leads in the R&D Department, he set up the digital planning and buying unit: FastBridge. His next move, in 2007, was internal in the IPG Group: Head of Digital Europe – Middle East – Africa. He finally joined Havas Media in 2010 as CEO. Hugues was from 1999 to 2011 Chairman of the Internet Comite of the CIM (Centre d’Information sur les Medias). He is now Charirman of the TV Comite. He is also founding father, Past-President & member of the board of the IAB Belgian Chapter. As from november 2012, Hugues is also president of the United Media Agencies (UMA). Hugues gives frequent lecture at  Belgian universities & schools. In 2012, he started a full week of lecture about Digital Communication in Saigon City (Vietnam). Moreover, International conferences speeches is one of his hobbies.

Posted in FutureofMedia
One comment on “Engaging consumers: Paid, owned, earned and hijacked media | LeaderLab
  1. Great blog you have got here.. It’s difficult to find high quality writing like yours these days. I honestly appreciate individuals like you! Take care!!

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AMMA AWARDS 2013
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