What Is the Peso Model in Marketing & How Can It Help You?
Paid media, earned media, shared media and owned media. These terms are all familiar to marketers, but what do they actually mean? In this article we’ll explain each of these four key elements of the PESO model for marketing: how businesses use each one, how you can use them yourself and where each one fits in with the other three. By understanding these four key elements of the PESO model (and how they relate to each other), you’ll be able to make smarter decisions about your marketing strategy.
Paid Media – Any Media That Is Purchased for Exposure, Including Advertising, Sponsorships and Content Marketing.
Paid media is still an important part of the marketing mix. It can help to drive earned, shared and owned media by creating awareness and interest in your products or services. If a paid ad campaign gets people talking about your product on social media, it has done its job.
Paid advertising campaigns can also work in reverse, driving earned media through their ability to generate interest in the target audience — even if they don’t actually lead them to purchase anything (e.g., sponsored content).
Earned Media – Exposure That Is Gained Through the Endorsement of Influencers or by Generating Positive Word-of-Mouth.
The second type of media, earned media, is a cost-effective way to gain exposure. This includes the endorsement of influencers or generating positive word-of-mouth. Influencers are people with large followings on social media. These users have a high level of trust and credibility among their followers. They also tend to be passionate about the products or services they endorse—making them ideal partners for your brand’s marketing efforts!
Earned media can help you reach new audiences at no cost and build your brand’s reputation among consumers who may not know much about you yet.
Shared Media – Exposure That Is Earned Through Social Channels.
Social media is a great way to get exposure for your brand, especially if you can build up a loyal community of followers who will share and talk about what you’re doing.
It’s also the most effective way to reach people in a targeted way. If you have a local business, it’s worth creating Facebook groups or pages for people in your area, since they’ll be more likely to see posts from someone they know than ads from national companies that don’t understand their needs and interests.
Owned Media – Assets Directly Controlled by Your Brand, Such as Websites, Email Newsletters and Social Profiles.
Owned media is the first “P” in the PESO model, and it’s also a critical aspect of your digital marketing strategy. Owned media consists of assets directly controlled by your brand, such as websites, email newsletters and social profiles.
When used correctly, owned media can be used to reach your target audience in a way that no other channel can match: through content that’s specifically catered to their needs and interests.
For example, if you’re selling paper towels online but want to generate more awareness for your brand among younger consumers who might be more likely to purchase from you in person at the grocery store, consider creating an email newsletter with tips on how they can use paper towels in fun ways (e.g., using them instead of wrapping paper). The result will be both valuable for customers and effective at nurturing loyalty over time—plus it’s one of many examples where owned channels have outperformed paid ad campaigns!
The Currency of Marketing is Attention.
The currency of marketing is attention. And the model that best captures all four forms of attention is the PESO model, which stands for paid, earned, shared and owned media. The PESO model is a valuable tool in understanding the currency of marketing. The key takeaway is that attention drives value, and different types of media can help you capture it.
Want to know more about how you and your business can better capture market attention? Reach out to our team of experts at Media Genesis today and we can ensure your marketing efforts are optimized to produce amazing results.