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The acronym PESO helps reinforce the fact that marketing and public relations have evolved over the years. Marketing doesn’t exist in a vacuum instead it utilizes a variety of different media or elements. Nowadays, public relations, advertising, communications, and marketing are all interconnected. The PESO Model takes a more holistic view and considers all of the different types of media that can be used to communicate with customers or potential customers.
At its core, then, the PESO Model emphasizes the need to carefully plan and manage your promotional efforts so that you can achieve better results across all media channels. Whether you are just starting out with your first marketing campaign or trying to optimize your existing efforts, the PESO Model is an invaluable tool for guiding your success.
Read on as we take an in-depth look at the PESO model and the media used in PESO model.
In this blog, you’ll discover:
The PESO marketing model is a framework that helps organizations allocate their marketing resources across four distinct channels: paid, earned, shared, and owned.
Paid media refers to advertising that organizations pay for, such as online ads, print ads, or TV commercials.
Earned media is publicity that organizations earn through their efforts, such as media coverage, awards, or positive customer reviews.
Shared media is content that is created and shared by others, such as social media posts or user-generated videos.
Owned media is content that organizations create and control, such as websites, blog posts, or email newsletters.
The PESO model was launched in 2014 by Gini Dietrich as a way to help organizations better understand how to allocate their marketing budgets across paid, earned, shared, and owned media. The model has since been adopted by numerous organizations and has become an industry standard.
PESO is an important concept in marketing for several reasons.
First, it recognizes that many different factors influence a consumer’s purchasing decisions. These include not only things like price and availability, but also external influences such as the behavior and preferences of other people. This means that businesses need to think carefully about how they present themselves to potential customers, since they may not always be making their purchasing decisions in isolation.
Furthermore, PESO emphasizes the importance of knowing your target audience and understanding their needs and motivations. By designing marketing strategies that take into account these factors, businesses can more effectively reach their customers and build stronger relationships with them over time. Ultimately, PESO is essential for creating successful marketing campaigns that engage consumers and help businesses achieve their business goals.
The PESO model is designed to help marketing and communications professionals plan and execute successful integrated communications strategies. At its core, the PESO model recognizes that no single type of media is sufficient in today’s digital world. Instead, it takes a holistic approach, incorporating all four types of media – paid, earned, shared, and owned.
Using the PESO model as a framework, marketing professionals can identify the right mix of media based on their specific goals and objectives. Each type of media has its own strengths and weaknesses, and part of the PESO model process is understanding how to use each type of media most effectively to achieve your goals.
For example, if your goal is brand awareness, then using a mix of paid, shared, and owned media might be the best strategy. But if your goal is sales, then using a mix of paid and owned media might be more effective. There are endless possibilities for how you can use the PESO model to achieve your communications goals—it all depends on what you want to achieve
Overall, the PESO model offers a practical and effective way for organizations to reach their desired audience through an integrated communications strategy that uses all available channels and platforms to achieve maximum impact.
Fundamentally, the PESO model is a system for organizing paid, earned, shared, and owned media in a way that allows you to better understand the individual value of each type of media and how they work together. These four types are the foundational building blocks that make up a successful marketing strategy. Within each category are different platforms you can use to get your message out to the world.
These four types of media are what define the PESO model.
They are:
Paid media is a form of advertising that involves paying for space in order to have your message appear in front of a targeted audience. Common examples of paid media include Google Ads, which appear on various websites, and Banner Ads, which are displayed on websites and in apps. Paid media can be an effective way to reach your target market, as you can specifically target people who are most likely to be interested in your product or service.
There are many different types of paid media in the PESO model, including traditional advertising and online advertising.
One of the most common examples is print advertising, which can take many forms, such as newspaper ads and magazine placements. Another form of paid media seen in PESO campaigns is radio ads, which allow brands to gain exposure to a wide audience through both local and national stations.
Additionally, digital marketing strategies such as pay-per-click (PPC) ads are also considered paid media in the PESO model. These ads allow companies to target potential customers by using specific keywords or demographics in their search queries on sites like Google or social media platforms like Facebook or Instagram.
Earned media is publicity that you didn’t have to pay for. It’s any unpaid coverage that comes from editorial influence, rather than your own content marketing efforts. There are two main types of earned media: editorial and non-editorial.
Earned media in the PESO model is a form of promotion that your consumers create for you. It can be everything from a product review to social media shares. The best way to earn this kind of media is by creating content that people want to share with their friends and family.
This type of publicity is generated by journalists, bloggers, and other influencers who have a say in what gets published.
This can be anything from a customer tweeting about your product to a friend recommending your business to their social network.
Both types of earned media are valuable for businesses. Editorial-earned media can be especially beneficial because it can come from highly respected sources, which can lend credibility to your brand. Similarly, non-editorial earned media can be powerful because it comes from real people who have first-hand experience with your product or service.
Overall, earned media is an important part of any marketing strategy. By actively pursuing both editorial and non-editorial opportunities, you can boost your visibility and build trust with potential customers.
Examples of Earned media in the PESO model include:
Shared media, or social media, is a powerful tool that has revolutionized the way we all communicate. Traditionally used by marketing and customer service teams to reach large audiences in an instant, shared media has evolved to become an essential communications platform for businesses of all sizes.
Thanks to its content curation capabilities, Facebook Live, and Instagram Stories, shared media helps organizations forge deeper connections with their communities by allowing users to engage in real-time conversations about shared interests and passions.
Shared media is a bit of a misnomer, as it’s not actually shared. It’s more like owned media, but with the added benefit of being able to leverage your brand’s existing audience and the audience of other brands that are co-hosting or sponsoring the media. Think of it as similar to putting on a conference—you’re attracting an audience that you can then use to promote your own brand.
Examples include:
As such, it has become a much-needed tool for building meaningful relationships within and across organizations. With its ability to connect people from all walks of life through a common language, shared media truly embodies what it means to be social in the digital age. So whether you’re just starting out on your own entrepreneurial journey or are simply looking to boost team morale at work, shared media can help you cultivate community and connect with others like never before.
Your brand’s owned media is a powerful tool for shaping how your customers see you. By carefully curating the content you publish on your website, forums, and blog you can control the messaging and positioning of your brand. This is especially important in today’s crowded marketplace, where it can be difficult to cut through the noise and reach your target audience.
By producing high-quality, targeted content, you can make sure that your brand stands out from the competition. Additionally, owning your own media channels allows you to build direct relationships with your customers, without relying on third-party platforms. This way, you can nurture those relationships and turn one-time buyers into lifelong fans. So make the most of your owned media—it’s one of the most powerful assets your brand has.
There’s no question that a good ROI for marketing is key to any business’s success. In today’s digital age, you have to have your marketing ducks in a row if you want to be successful. That means having a well-defined target market, a clear value proposition, and a plan for generating leads and converting them into customers.
It also means measuring your results so you can continually optimize your campaigns and make sure you’re getting a good return on your investment. With the right approach, you can make sure your marketing efforts are driving real business results.
This is especially essential if you are using PPC campaigns. However, it may be challenging to monitor your PPC campaign as PPC depends on several factors such as Keyword intent, audience targeting, and metrics performance. All these have an impact on your campaign performance in a way.
PPC Signal is an AI-powered PPC management tool that can help you monitor and optimize your PPC campaigns to maximize ROI. With its intelligent insights and automation capabilities, you’ll be able to increase your leads and conversions while reducing your costs.
Here is the PPC Signal dashboard:
PPC Signal delivers insights in the form of signals or alerts. You can select different filters such as Device type, Geo, Metrics, Keywords, etc. and the tool will keep track of the filters in your campaign.
Here is a crash course on how to use the tool. For example, you may be interested in clicks and conversions. Click on Metrics filters and select Clicks and Conversions. You will see signals related to the two metrics on the dashboard.
From the above screenshot, you see all the signals. You can get more insights about specific signals such as Anomaly Detected and between Conversions and Clicks as shown below:
The above insight from the signal indicates that you are not getting a good ROI and it is probably because conversions are decreasing and clicks are increasing.
With this information, you can take the necessary measures to optimize your campaigns and increase ROI.
The PESO model is a great way to think about your communications and how to best use each channel. The best way to use each type of media is to combine them all into a cohesive communications strategy. This will help you get the most out of your marketing efforts and target your audience more effectively.
By using a mix of paid, earned, shared, and owned media, you can reach the biggest audience possible and achieve your communications goals. Whether you are looking to generate leads, increase brand awareness, or drive sales, the PESO model can help.
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