Chapter 1
Identifying 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 isn’t 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 had been the accepted model for several years. The PESO model (Paid, Earned, Shared, Owned) was created by Gini Dietrich, founder, CEO, and author of Spin Sucks (http://spinsucks.com).
This model (http://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model ...
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