Choosing The Right Media Mix 2010: Europe

Television is still the dominant medium to get messages in front of European consumers, but the Internet is now the primary medium consumers use to research their purchases. Within the digital landscape, 65% of online European consumers consider themselves to be active users of social media like blogs, review sites, and social networks. Now that mass-market media consumption behaviors are less linear, marketers and media planners must allocate budgets across both digital and traditional channels, adding significant complexity to the media placement challenge. To help determine effective media mix allocations, marketers must start with what consumers do today rather than what media they have bought in the past. Using Forrester's media allocation tool (MAT), we can help marketers adjust allocation priorities to fit with today's complex consumer media consumption patterns.