Our agency is catching you up on the news you might have missed. A focus on the communications and media market, and more specifically on: French people's attachment to brands and the media sector, overall press audiences in 2023, and generative AI within marketing strategies.
The’attachment French people to your marks and to the media sector
The institute for marketing and opinion studies (CSA Research) wished to measure the attachment of French people to brands. Respondents were able to give their opinion on 65 brands from 10 varied sectors as well as on 36 media brands.
The results show a strong attachment of the French to brands and the media sector.
In fact, according to the hypothesis that a brand were to disappear. The one that would be most regretted by 78% Among the participants is Google, closely followed by France TV (71 %) and YouTube (68 %).
In the media sector, the Television and subscription video-on-demand (SVOD) platforms such as Canal+ and Netflix occupy a central position in the habits of the French, Representative 56 %. They are followed by digital platformss (Google, YouTube, Facebook, TikTok…) with 45 %, radio stations with 41 %, daily and weekly newspaper brands with 33 %, and magazine brands with 26 %. It is worth noting that the level of brand loyalty across all categories of media brands is higher among people under the age of 35.
In 2023, the global audience for press remained constant
95% (French) 15 and over listen to at least one press brand every month, whether it be in print or digital media. According to the ACPM, which publishes these results, At the end of 2023, the overall audience for press brands remained stable with 51.3 million readers from 15 years and over every month, compared to the second half of 2022.
Although 68 % Interviewees prefer to read the press on a digital platform, it's the mobile phone who is largely dominant, with a 53% market share %, which is steadily increasing (compared with 51 % during the first phase of the study in 2023). In terms of usage, paper ranks second with 32 Q3, followed by computers at 10 Q3 and tablets at 5 Q3. The share of paper usage remained stable during the second half of 2023, whilst mobile phones continued to gain market share.
The’Generative AI in the heart of Marketing strategies
2023 was marked by the popularity of’generative artificial intelligence (AI) And businesses are not being left behind.
Organisations that have invested in generative AI for marketing allocate 62% of their IT marketing budget total. They consider this innovative technology to be a driver of creativity and innovation for their industry.
Consequently, 57% of marketing professionals anticipate that AI will act as a catalyst, unlocking new creative possibilities, particularly when human-led innovation and AI-generated innovation work together. Furthermore, 55% predict that this will encourage teams to push the usual boundaries of thinking.
Over the coming years, and thanks to continuous advancements in these technologies, marketing professionals who already use generative AI expect it to be used in the’data analysis (90 %), the’Search engine optimisation (89%), the content creation (88%) and to the more advanced generation of images and videos (86%).
