An Overview of the Paid-Earned-Shared-Owned Model
The Paid-Earned-Shared-Owned (PESO) model is a marketing strategy that emphasizes the importance of integrating all available marketing channels to maximize reach. It involves balancing paid advertising, earned media, owned channels, and shared media to build and maintain relationships with customers.
Paid
Paid advertising includes any form of marketing where a company pays for the promotion of their product or service. This includes traditional forms of advertising such as TV and print, as well as digital forms such as pay-per-click, display advertising, and social media ads.
Earned
Earned media is any type of publicity that a company receives for free. This can include press releases, reviews, and any type of content that mentions the brand in an organic way.
Shared
Shared media is any type of content that is shared by an audience. This can include social media posts, blog posts, and any other type of content that is shared by customers or fans of the brand.
Owned
Owned media is any type of content or channel owned by a company. This includes their website, blog, email list, and any other type of content or channel that they control.
Benefits of the PESO Model
The PESO model offers a number of benefits to marketers, including:
- Increased reach and visibility
- Improved customer relationships
- Increased engagement with customers
- Enhanced brand awareness
- Increased ROI for marketing efforts
The PESO model is an effective way to maximize the reach of your marketing efforts and develop relationships with customers. By leveraging all available channels, you can create a more comprehensive and effective marketing strategy.
Conclusion
The Paid-Earned-Shared-Owned model is an effective strategy for maximizing the reach of your marketing efforts. By leveraging all available channels, you can create a comprehensive and effective marketing strategy that will help build and maintain relationships with customers.