The #PESO marketing model came from the world of PR, and now is an indispensable tool for all marketing professionals, regardless of your marketing background or specialty. What are your thoughts on the PESO marketing model?

1. DIGITAL
DIVERSIFICATION
THROUGH PESO
MODEL
Prabhakar Tiwari
Chief Growth Officer - Angel Broking

2. Objectives Of Marketing
Strategy
- Create awareness of the brand
- Improve brand recognition
- Induce trials
- Generate sales and revenue
The communication strategy of the brand plays a crucial role by helping in
achieving the marketing objectives.
PESO Model is one of the critical components of the communication
strategy
FOR ANY BRAND, THE OBJECTIVE OF ITS
MARKETING STRATEGY IS TO:

3. PESO
IS AN
ABBREVIATION
FOR PAID,
EARNED,
SHARED, AND
OWNED MEDIA.

4. Unlike big campaigns in main-stream
media like in newspapers or on TV, Paid
Media in the digital world refers to
sponsored ads on social media
platforms or through email campaigns.
The objective here is to gather an
audience through sponsorship for the
brand’s content.
While paid media is scalable and fast, it
is also low on trust and experiences
meteoric rise & fall.

5. When you don’t pay anything to generate a media
buzz but on the contrary are spoken good, then it is
referred to as Earned Media.
In the digital world, SEO can be considered as an
equivalent. In SEO, the customer comes searching
for the keyword which incidentally you have smartly
embedded in your content.
While earned media offers cost-effective reach
and has long-term benefits, it is difficult to scale up
and is very resource-intensive to manage.

6. Traditionally, Shared Media has been
used by brands in the form of user
groups or offline platforms.
Here, the users are actively involved in
creating content (along with the
brand) thus influencing the growth and
type of followers.
Groups on Social media channels like
Facebook, Twitter, or Linked In are their
equivalent in the digital world.
While Shared Media is high on trust &
low on cost, it is often unreliable and
difficult to scale up.

7. When brands create their own content and also use
their “own” media channels like Websites or blogs to
publish it, then it is referred to as owned media.
Brands own both, content and media channel, in
owned media.
Owned media offers exclusivity to the brand and is
not shared with anyone else, except sibling brands.
While Owned media is a low-risk and a long-term
asset, it also is the slowest together speed and
usually not seen as an independent source.
In fact, it is extremely difficult for owned media to
survive without the other three.

8. Every media channel has its own
strengths & weaknesses.
PESO model allows brands to marry the
right media vehicle with appropriate
content.
PESO model helps in creating marketing
programs that are scalable, affordable,
and help in achieving long & short-term
marketing objectives.
In a nutshell, the PESO model helps in
ensuring that the brand is abuzz with
relevant customers at all times thus
ensuring its growth.

9. @saysPT
Prabhakar Tiwari~PT