Why You Need All Media Working For You
PESO stands for “paid, earned, shared, owned,” and serves as a means of segmenting all of the marketing channels at a brand’s disposal into discrete groups. It allows us to look at our efforts through any one of these four lenses (paid, earned, shared, owned), to see if there are opportunities to integrate additional channels into our new or existing programs. The model also allows us to make sense of and to organize the channels in which we are currently investing.
Let’s break down what the individual channels mean:
This graphic outline examples within each channel and where they intersect:
HOW TO APPLY THE PESO MODEL
Each of the four channels has its pros and cons. By organizing our efforts into these four channels, it’s easier for us to see how integrating multiple channels can compensate for the weaknesses of one channel with the strengths of another
At ABd, our people are comfortable in all media. In PR, that means traditional public relations or influencer marketing. In advertising, we use paid channels. For inbound and content marketing owned channels are what we exploit.
The real success of the PESO model lies in combining the four outlined channels. This requires working with a marketing communications generalist that, if, anything is PR, buzz and digitally biased. With PESO, it does not pay to be neutral, if you seek ROI.