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The social media strategy needs to be better integrated into the customer journey

Grégory Marchandise, UBA Domain lead Data & Technology and Content
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The Social Media & Influencer Barometer (SMI) Barometer 2026 shows that Belgian consumers increasingly use social media, influencers, podcasts and artificial intelligence in complementary ways. For brands, the challenge is no longer to rely on one dominant channel, but to define the right role for each platform across the customer journey.

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