Content
- What is the PESO model?
- Components of the PESO model
- Advantages and disadvantages of each channel
- Conclusion
What is the PESO model?
The PESO model is a system of marketing communications that classifies all online messages into four main categories of channels. Brands actively use this model to promote their products and services through various communication channels. These include blogging, creating social media communities, advertising on owned websites, as well as newsletters and other methods. Additionally, brand publications can be created by both the companies themselves and third-party authors.
The acronym PESO stands for:
- Paid — paid communications;
- Earned — free mentions of the brand;
- Shared — publications on social media and other platforms;
- Owned — messages on resources fully owned by the company.
This model helps brands to form an effective communication strategy through which they can convey key messages to their target audience. In developing a marketing strategy, companies plan their work with the listed groups of channels and also choose the most suitable ones among them.
Components of the PESO model
Paid — paid communications
Paid communications include targeted and contextual advertising, paid integrations, and other messages for which the company pays. This type of communication provides instant visibility, precise targeting, and measurable results. However, it is important to consider that paid messages require significant financial investment.
Earned — "earned" messages
The earned channel comprises free publications from third parties that may arise due to the brand's reputation and recognition, as well as personal contacts with journalists and bloggers. This is PR communication, which includes press releases, interviews, notes, and reviews. The main advantages of this type of messaging are that they generate more trust and expand the audience since they are created by non-brand representatives. However, the drawback is the lack of control over the content of such publications.
Shared — social media messages
Shared communications encompass publications about the brand or its products on social platforms where users can freely share information. This category includes both corporate posts and user-generated content, such as reviews and recommendations. The advantages of this channel lie in increasing brand loyalty and creating a community around it. However, users can post both positive and negative reviews.
Owned — owned resources
Owned channels include all resources owned by the company, such as websites, mobile applications, corporate blogs, and newsletters. The main advantage of these platforms is complete control over the content. However, if the resource is new, its audience may be small, requiring additional efforts to grow it.
Advantages and disadvantages of each channel
Different channels of the PESO model have their own advantages and disadvantages, which are important to consider when developing a marketing communications strategy:
- Paid communications: provide instant visibility but require costs.
- Earned messages: generate trust but are difficult to control in terms of content.
- Social media messages: help build a community but may include negative comments.
- Owned resources: offer complete control but may have a small audience initially.
Conclusion
The PESO model, developed by Gini Dietrich in 2014, offers a modern approach to marketing communications that takes into account new realities and changes in the digital technology landscape. It allows companies to effectively use various channels to reach their target audience and build a positive image. With a clear classification of channels, brands can focus on the most effective communication methods and optimize their efforts for success.