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What Is The PESO Model In Marketing?



Marketing is the effort that a company puts forth to sell themselves, their product or their service. It’s the way a company or entrepreneur reaches their audiences. Without an audience, you can’t achieve success. Marketing is the means that connects you to your consumer.


The PESO model in marketing is important because it combines various marketing techniques and activities to create and build a strong presence. Marketing using the PESO model optimizes your content in every sphere, from sharing your content to engaging your customers. The PESO model consists of four arenas: paid media, earned media, shared media and owned media.


Paid Media

Paid media is exactly what it sounds like—you pay to market your company, or in other words, you pay to get your content in front of an audience. Paid media is essentially advertising. You pay to get advertisements that get your product or service the exposure it needs. This can come in the form of traditional marketing like ads in a newspaper or magazine, a billboard or physical mail. Digital advertising is more technologically advanced. In digital advertising, you pay to advertise yourself online through various avenues.


Some examples of paid media include social media ads, sponsored content, lead generation, outbound marketing effort and pay-per-click (PPC) campaigns.

Paid media is the most predictable, or certain, model of marketing. However, it is not the most cost-effective, as it requires you to pay higher costs for advertising. In paid media marketing, you pay up to get your message to the masses. Don’t write it off though because there’s always a necessary investment in any marketing endeavor.



Earned Media

Earned media is another way of saying public relations (PR). In this style of marketing, you must persuade outside forces, such as other companies, to spread your message. Typically, this is found in traditional media marketing. You try to convince a publisher or other party to headline your content. Basically, you’re using outside forces to push your content toward a particular audience.


Earned media can be anything from social media connections through bloggers and influencers to something very conventional, such as an interview on TV or the radio.

As opposed to paid media, which has a low trust factor, earned media makes you appear more credible and trustworthy since consumers see that someone they trust (e.g., an influencer) has decided to highlight your product or service. This is a low-cost marketing effort, but it’s also not the most predictable because you have no guarantee that third-party publications or companies will want what you have to offer. You earn your spot in this channel of marketing.



Shared Media

At its core, shared media is social media. In shared media, you go to the audience and share your product or service. Shared media is significant because this marketing sphere allows you to build relationships and connections with your audience as you share your content. It’s the most uncomplicated way to get your message out. Social media is always evolving, so you have to stay on top of the trends.

Social media platforms that exemplify shared media are company giants like Facebook, Instagram, Twitter and TikTok. Everyone knows how to use these websites and apps, so it’s an easy way to get started. This is a low-cost, scalable marketing solution.

Owned Media

Owned media is short for content—more precisely, content you own. In owned medi