Web and mobile critical for brand awareness - study

Marketers increasingly need to develop multimedia strategies that run across a range of channels if they are to build effective brand awareness, but mobile internet is the one to watch.

These are the findings of the European Interactive Advertising Association’s (EIAA) Mediascope Europe report, which covered 15 markets across the region including the UK.

Alison Fennah, the EIAA’s executive director, said: "Better devices and connectivity as well as enhanced consumer motivation all started coming together in 2009 to improve and extend the overall online experience. As a result, the internet is now being consumed across PC, laptop, mobile and gaming devices, providing 24x7 access to digital information and entertainment."

This meant that there was now a "compelling" case for brands to incorporate a number of complementary interactive platforms into the marketing mix rather than take an either/or approach in order to reach all kinds of demographics, she added.

The study found that about a quarter of Europeans now use the internet for gaming or listening to the radio online, while a third watch online films, TV or video clips. Significantly, around 29% of respondents indicated that they now followed brands more closely online than they ever did in the physical world.

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