How can you use the PESO model to integrate digital marketing channels?

Paid Media is as much vital as Organic media for all kind of businesses including Small business as well. If you are not using paid media then you are leaving a lot $$$ on the table. Now a days, algorithms of each platforms work in that way that leverage those brands and businesses who are using both paid and organic media at the same time to reach maximum relevant audiences. However, right strategy and research are required to execute paid marketing to avoid wasting money. Now AI is boosting the paid media as well.

Paid Media, as part of the PESO model, brings together social media tools to promote our product or service through paid advertising. So, you have the content and you’ll use paid media to amplify it. A key part of this media strategy for marketers would be: - Lead Generation & Paid ads and content for social media: Facebook, Instagram, Google, LinkedIn, Twitter, YouTube and other. - Email marketing - Influencer Marketing - Affiliate Marketing Using banner ads, text ads, and other creative assets to reach audiences on websites. Buying placements on social networks or Google Ads. You can control how much you spend, predict your metrics, and you can start seeing results immediate.

Integrating digital marketing channels via the PESO model involves synergy between paid and owned content. Blend ads with owned materials like blogs or videos to reach a broader audience. Earned engagement is vital; encourage interaction and shares to generate organic traction. Maintain consistent brand messaging across all channels, incorporating shared and earned media into your strategy for a more impactful digital presence.

The key to earned media is meaningful and relevant content to the target customers that you are reaching out. The same content may go straight to the heartstring of individual A but be completely ignored by individual B. It's a good discipline to build up the habit of telling a good story anytime anywhere about your brand/product in a concise manner. Everyone can talk, but not everyone can tell a story in a way that's most relevant to the person.

Earned Media sounds easy in tone but hard to get because the main ingredient for this is to provide valuable content to your readers. All kinds of Earned media demands only one thing which is content that is giving some value and adding some insights to readers mind. If you are a new brand or struggling with some sales then adding testimonials and reviews will definitely help you to create your credibility among users.

In my experience earned media strategy and connected parts of it, would help many digital professionals to strengthen the relationship between their customers (and their products, services) with media, influencers, bloggers and content distributors with product placement. The tricky part here is the more difficult quantifiable results to build upon in the next step, part of the digital strategy for the brand.

Social proof is the best among all medias when it cones to brands authenticity in online. It can also be destructive for brands image if you are not taking care of it properly. Our users are our assets in digital form and they can our brand voice if we give them what they are looking for.

Algorithms limit organic reach, requires ongoing effort and consistency, and that the platforms constantly changing, would be great challenges in this part of PESO model. So be creative, active and be make sure your content is shareable. The whole point of shared media is for other people to share it. So, when creating shareable content, make sure your content is shareable by using images, infographics, gifs, and videos. Also, create attention-grabbing social media posts and make people want to share them.

Website is your digital shop and we prefer shops over carts across the roads. Our website depicts our image and brands perspective so we need to use it very carefully and creatively. Also, media platforms recommend websites over just social pages so that they can optimise our audience in their data points.

In the PESO Model, owned media is any channel you own and control - website conetnt, blogging, online media, customer community, event, or app. Optimizing your owned media channels for search will help drive traffic and increase your brand’s visibility. SEO is an important part of the PESO Model. - Optimizing website content for target keywords - Creating keyword-rich blog titles - Utilizing keywords throughout blog posts - Using keyword-rich H1 and H2 tags - Adding alt text to images - Creating sitemaps

Well PESO model offers a great technique that combines marketing activities to create a great brand presence. However focussing on "channel" over "customers" can actually pull down marketing effectiveness. Owned Assets Optimization (OAO) is a better technique which let's brand stay close to consumer needs without ignoring wins of PESO. OAO as a marketing model. - Puts customer at the center of brand strategic marketing focus - Understand and delivers what customers want - Builds an Infrastructure of brand owned and controlled assets to keep delivering value.

Marketers have a tendency to lean more heavily on their area of specialism e.g. social media, PR. The PESO model is a way of making sure all channels are incorporated to provide a cohesive approach to marketing. Combine this with consumer insights and measurement to create a seamless customer experience.

In the context of the PESO model, it is imperative to emphasize that, in addition to the aforementioned strategies, maintaining consistency with branding elements and ensuring continuous monitoring and optimization are equally crucial. Upholding a uniform brand identity across various channels fosters a cohesive and recognizable image for audience. Simultaneously, implementing vigilant and ongoing monitoring practices allows for the timely identification of successful strategies and areas requiring adjustment. This commitment to consistent branding, coupled with the dynamic process of continuous monitoring and optimization, collectively enhances the overall effectiveness of digital marketing efforts.