Chapter 16
Looking at Paid, Earned, Shared, and Owned Media
In This Chapter
Considering when to use paid media
Discovering the value of retargeting
Understanding why owned media is important
Have you struggled with the concepts of Paid, Earned, Shared, and Owned media? It’s no wonder. Within each of these categories is a rotating variety of options that could confuse even the most seasoned online marketer. Also, because the allocations for each type vary widely, the stakes can be high. Getting it wrong is not an option.
Content marketing has added another layer to the promotion puzzle. Now marketers have to decide the budget mix as well as what to market. Should they pay for product, service, or content promotions, or a mix of all three? In this chapter, you look at each type of media to understand the pros and cons of each. You also see how to put together a strategy that fits your specific needs.
Understanding Types of Media
The notion of Paid, Owned, and Earned media has been the accepted model for several years. In 2014, Mashable reported on a new version of the model in the article, “Why PR is embracing the PESO Model” (http://mashable.com/2014/12/05/public-relations-industry/ ...
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