Recently, the three letters PEO (Paid Earned Owned) have joined the buzz words bandwagon as much as they became the cornerstone of any communication strategy. While many people try to understand how Paid Earned and Owned can interact, only a few have really managed to accurately quantify these interactions.
As Brand Content and Social media communications are increasingly important, major brands seize these opportunity to better engage with their audience without losing their legacy, their codes, and their values. But what is the real impact of these actions?
Today, UM, through its department dedicated to the digital strategies of the luxury sector, Dataluxe, partner with Mediabrands Analytics, the entity dedicated to econometric modelling.
Together, they give you a better understanding of the synergies between Paid (Media investments) Earned (Buzz Online) and Owned (Web visits) for the French luxury industry.
9 luxury and fashion brands were analyzed. 18 econometric models were produced. They take into account 936 weeks, more than 500 million euros of media investment and nearly 110,000 mentions to brands on blogs, news, forums and social networks.
Through this modeling we stress the importance of Paid Media in the evolution of Buzz and Interest generated around brands, but also the strength that can represent an optimal interaction between the three variables. The models demonstrate the opportunity of creating a virtuous circle of Paid, Earned and Owned. An ecosystem of synergies can be leveraged for the benefit of engagement, be it Word of Mouth of Website Traffic.
These synergies do not necessarily require the biggest budgets. This is one of the main conclusions of the study. Indeed, certain brands with low media investments have found the right combination to maximize the impact of their digital actions and make people talk about them.
This brand engagement, UM and DataLuxe help you understand how it works and carry out the actions that triggers it.
Our methodology will meet your digital issues, through models of quality and meaningful benchmarks for your business.
Because we know what works.