Media evolution and news consumption: strategic issues for brands !

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More than ever, the way media evolve is crucial for brands. Even if traditional media suffer from an obvious identity crisis due to the digitalisation of the information and due to the difficulty to adapt their contents, media have never been so influent. This influence increases with the new way of media consumption which raises also the question of the consumer’s ability to discern what is right, objective and reliable. In the era of robot journalism where big data determine more and more our reading choices and offer us customized contents according to our interests, we are also facing a more and more formatted and globalised way of media consumption. The risk of a unique way of thinking could arise due to a superficial way of getting information from the different digital information channels, including editors’ websites.

Understanding the information cycle requires a qualitative structure of what’s been said on a specific topic, brand or personality according to the news context that it is linked to.  Today, it is no longer the volume of the information related to the brand that matters but the way information is qualitatively transmitted or shared with regards to its current events. It is necessary to discern the visibility trends of a brand by keeping up on chosen and coherent indicators to estimate consumer’s brand perception. The objective is no longer to find the number of times a brand has been mentioned in the media but also to discern if the visibility of the brand corresponds to its positioning within its thematic or sectorial universe. The communication coherency of a brand will influence its occupation rate in the media. As a matter of fact, by following various indicators of a brand’s perception, it is possible to anticipate its visibility, to master the information in order to anticipate a crisis.

Toward an exponential hyper-connectivity…

According to the State of Marketing Report, marketeers should focus even more on social media, mobile and e-mail marketing in 2015. The study reveals that 84 % of the respondents mention wanting to maintain or to increase their marketing budgets in 2015. The social and mobile marketing would be a priority. The importance of both seems obvious: the social aspect allows to take the immediate pulse of the consumers and the mobile aspect is connecting consumers with their smartphone or tablet. They are constantly related to digital contents which get more and more richer. These contents are offering an exponential amount of information, going from qualitative content to inadequate or wrong content. With the boom of the Internet of Things (IoT), this connectivity between brands and consumers is just getting stronger. Measuring the success of a campaign and the coherence of simultaneous actions undertaken by the brand has become indispensable to validate a strategy. Today, we are facing this consciousness. We can no longer rely on the models of the past. We have to explore new ways of thinking and above all, we have to adapt these indicators to the evolution of media and news consumption behaviour. Within a brand, it is the whole strategy that is impacted, which requires the adoption of tools that are going to cross these various indicators in order to extract a methodology and strategy to analyse the brand perception according to its objectives.

Thibaut De Norre, Director the cube