In the marketing world we have what we refer to as four types of media: paid, earned, owned, and shared.
If you’re in business—and have been for more than 10 years—it’s pretty certain you only ever had to worry about paid and earned media.
And then social media came along and created the opportunity for owned and shared media, which business leaders and communicators alike have scrambled to learn, understand, and incorporate.
But let’s take a step back and look at what paid, earned, owned, and shared media mean.
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Paid media is what you know of as advertising. In a PESO Model program, it’s not Super Bowl ads or billboards or magazine spreads. It’s more the tactics a marketer or a communicator (versus an advertiser) can control: pay-per-click, social media advertising, boosted content, and fan acquisition.
You pay for the awareness, the clicks, the links, and the leads.
There are some places it overlaps with the other media types. For instance, where it overlaps with owned media is email marketing. You own the content you’ve created but have to pay for software to distribute.