Paid media, including ads on various digital platforms, plays a crucial role in generating business leads. The PESO Model, developed by Gini Dietrich, integrates paid media with earned, shared, and owned media to maximize a brand's digital presence. By combining these media types, businesses can enhance their customer acquisition strategies. Earned media involves organic brand mentions, while shared media sees consumers willingly sharing content. Owned media includes all properties a brand controls, like their website or social media, allowing for direct content publication and engagement.
Paying for online ads isn't the only tactic you should follow to grow your business. The PESO Model combines paid media with earned, shared, and owned.
Earned media is the exact opposite of paid media, referring to any brand mentions you generate organically, like reviews and social media interactions.
The PESO Model creates a strong digital presence by sharing your content all over the web, optimizing your customer acquisition strategy for wider reach.
Owned media comprises everything you own, including your website and social media profiles, where you can publish content freely and manage sponsored content.
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