Paid-Earned-Shared-Owned Model
The Paid-Earned-Shared-Owned Model, also known as PESO model, is a marketing framework that categorizes media types into four main categories: paid, earned, shared, and owned. This model helps businesses develop a comprehensive marketing strategy by utilizing different types of media channels to reach their target audience.
Paid media: This includes any media channels that require payment for placement, such as advertising on social media platforms, Google Ads, or sponsored content on websites.
Earned media: This refers to publicity gained through promotional efforts other than paid advertising. Examples of earned media include press coverage, reviews, and social media mentions from influencers.
Shared media: Shared media involves content that is shared by users on social media platforms. This includes posts, tweets, and shares that help spread the message of a brand organically through word-of-mouth marketing.
Owned media: Owned media refers to channels that a brand has control over, such as websites, blogs, and social media profiles. This type of media allows companies to create and distribute content that aligns with their brand messaging.
By utilizing all four types of media in the PESO model, businesses can create a well-rounded marketing strategy that leverages the strengths of each channel to maximize reach and engagement with their target audience.
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