{"id":292,"date":"2014-06-10T09:55:50","date_gmt":"2014-06-10T08:55:50","guid":{"rendered":"http:\/\/www.magazinemedia.be\/hoe-werken-paid-owned-and-earned-samen\/"},"modified":"2015-07-14T15:00:25","modified_gmt":"2015-07-14T14:00:25","slug":"hoe-werken-paid-owned-and-earned-samen","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/hoe-werken-paid-owned-and-earned-samen\/","title":{"rendered":"Hoe werken paid, owned and earned samen?"},"content":{"rendered":"

Het model van paid, owned en earned media is veel handzamer, omdat deze voorbijgaat aan het middel en indeelt op basis van de invloed van de adverteerder vs de consument. Over de juiste mediastrategie om deze drie mediavormen in te zetten voor uw merk is echter nog weinig geschreven. De tendens lijkt om paid media in te ruilen voor meer earned en owned. De vraag is echter hoe effectief een strategie zonder paid media kan zijn.<\/p>\n

Forrester: \u00e2\u0080\u009cMany people are predicting the end of paid media (aka advertising). However, that prediction may be premature as no other type of media can guarantee the immediacy and scale that paid media can\u00e2\u0080\u009d.<\/p>\n

Een recent onderzoek in Belgi\u00eb en Nederland van dvj Insights en Sanoma schijnt wat meer licht op deze zaak. Voor alle merken, ook sterke, blijft het belangrijk om aan bekendheid en betekenis van het merk te bouwen en dat is waar de combinatie van paid en owned<\/strong><\/b> voor kan zorgen. Op alle niveaus van de merkpiramide (van bekendheid tot merkoverweging) is er duidelijk impact<\/b>.<\/b><\/p>\n

\"\"<\/p>\n

Grafiek: Brand Equity Piramid, Keller<\/p>\n

 <\/p>\n

Earned media hebben minder effect dan verwacht: positieve earned media vergroten het effect van paid en owned niet; negatieve kunnen een goede campagne zelfs deels teniet doen.
\nHet onderzoek laat ook zien dat consumenten voor betrouwbare en nuttige informatie eerder vertrouwen op magazines en televisie dan op facebook en twitter. Reclame op facebook en televisie vinden zowel de Belgische als de Nederlandse respondenten irritanter dan magazineadvertenties.
\nOok andere aspecten van paid, owned en earned media zijn onderzocht. Onder andere blijkt er een sterke relatie tussen waardering van reclame en content en de merkeffecten<\/b>. Goede reclame werkt beter.<\/strong>Meer weten? Klik dan hier<\/a>.<\/strong><\/b>
\nOnderzoeksinformatie: onderzoeksbureau DVJ Insights samen met Sanoma en de Academy for Digital Entertainment onderzochten een achttal bekende en minder bekende merken bij ruim 1.800 consumenten<\/b><\/p>\n

\"\"Bron: Forrester Research, Inc.<\/p>\n

Voor de volledige studie, klik hier<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"\n

De traditionele indeling van mediumtypen is steeds moeilijker te hanteren in mediaplanning. Praten we over TV of video? Hoe definieer je digital? Met of zonder apps, met of zonder mobile? En waartoe behoren de facebookpagina en mobile versie van een magazine merk?<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-292","post","type-post","status-publish","format-standard","hentry","category-research"],"acf":[],"yoast_head":"\nHoe werken paid, owned and earned samen? - WE MEDIA Magazine Media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/hoe-werken-paid-owned-and-earned-samen\/\" \/>\n<meta property=\"og:locale\" content=\"nl_BE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hoe werken paid, owned and earned samen? - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"De traditionele indeling van mediumtypen is steeds moeilijker te hanteren in mediaplanning. 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