What is the PESO tool?
The PESO tool is a model that organizes paid, earned, shared, and owned media. The model is used by companies who are looking to develop an integrated marketing strategy. The tool is a great way for businesses to monitor what types of media are and are not working for them. Paid media includes media that is created in exchange for money. Earned media includes content that is created by the company’s audience. Shared media includes media that is created by the company and that is shared on platforms other than the company’s social media platforms. Lastly, owned media includes content that the company creates to share on their own social media platforms.
What segmenting paid media tells you:
Engaging with paid media is the best way for businesses to make sure their target market is seeing their content.
What segmenting earned media tells you:
Earned media gives businesses a better look into seeing what influencers think of their product or service and see how the public reacts. Earned media is a great way to gain credibility.
What segmenting shared media tells you:
Shared media can be a tricky type of media to understand. When thinking about what shared media is think of it as an online version of word-of-mouth marketing.
What segmenting owned media tells you:
Having owned media is essential for a business. Owned media is the foundation of all of a company’s media. In fact, it was estimated that by 2020 most a business’s customers will first communicate with them through owned media.
The Pros and Cons of Each Media Type
Paid
Pros:
–Easy to scale
-More money = more exposure
Cons:
-Can be expensive
–Not always seen as trustworthy
Earned
Pros:
–Relationship building
-Can help boost SEO
Cons:
-Can take some time
Shared
Pros:
-Relatively inexpensive
-Build trust
Cons:
-The more content does not always guarantee more shares
–Hard to predict what the audience wants to see
Owned
Pros:
-Great way to display the company
-Overtime can show company improvements and growth
Cons:
-Only useful if the company has a decent sized audience
–Takes time to build a loyal audience
