Sonite consumers may be reached through the following media categories:
Mass Media (offline) – Mass media is any form of mass communication available offline, such as television, radio, newspapers, books, magazines, product placement, etc.
Outdoor Media (offline) – Outdoor media is all media that reach consumers when they are outside their homes, such as billboards, ads in Public Transport, Sponsored Events, clean tags, etc.
Digital Owned (online) – Digital owned media is media owned and controlled by the firm. It includes the company’s website, mobile apps, blogs, presence in social networks (Instagram, Twitter, Facebook, LinkedIn, etc). It is about investing in creating online content. Ideally, this investment creates earned media (word-of-mouth, shares,…) made by consumers.
Digital Paid (online) – Digital paid media is media bought by the firm to build its online position. It includes displayed ads on relevant e-platforms (websites, social media, …), paid search, Pay-per-click, SEO (Search Engine Optimization), collaboration with influencers, etc. Ideally, this investment helps create earned media (word-of-mouth, shares,…) made by consumers.
Digital Earned – Earned media is defined as word-of-mouth, shares, reviews, posts, recommendations, made by consumers. The company may have an impact on Earned Media by stimulating consumers’ willingness to share about the product (e.g. sending products to test, organizing events, …).
Segments have different media habits, and each media has a different Return on Marketing Investment. Also, some media are more appropriate to move prospects and customers down the sales funnel.