Marketing Media Categories to Grow
Your Organization’s Visibility

May 2, 2022



Our Industry Experts Use Paid Media
Our Industry Experts Use Paid Media

You have probably heard of the POE model, but have you heard of the P.E.S.O. model? Gini Dietrich coined the phrase PESO Model to explain the relationship and overlap between the four forms of media. Dietrich explains how all four aspects of media are integral for effective PR and marketing tactics. Agencies across the United States have started to implement the P.E.S.O model into their communication procedures, but many agencies are still stuck decades behind with old ideologies. At J.O. Agency, our industry experts utilize all four mediums to illuminate our clients’ brand messaging.

It can be difficult to position a brand through traditional marketing efforts. The new P.E.S.O. model The new P.E.S.O. model approach engages with modern methods of strategy and growth to bring attention to a company’s product or service in an engaging, exciting, and comprehensive manner. The P.E.S.O. communications model blends all four aspects of media to increase brand awareness, search engine results, marketing, and advertising efforts.

P.E.S.O. Media Categories Explained

At J.O., we want to use all the marketing strategies and tools within our arsenal. We are going to walk you through each kind of media and explain its purpose, importance, and relevance within the communications field. (These four media are the bee’s knees of any marketing campaign.)

Our Industry Experts Use Paid Media
Our Industry Experts Use Paid Media

Paid Media Attracts Customers Through Specialized Targeting Media Outlets

First and foremost, there is classic paid media. Paid media is the use of sponsored advertisements, television ads, radio advertising, mobile ads, print ads, email, search engine marketing, banner ads, and promoted social media. Within our new digital era, paid media is not limited to billboards, bus signage, or print media. Within the P.E.S.O. model, paid media focuses on successful online marketing through social media campaigns, paid product placement, and other digital advertising tactics. With digital marketing, paid media has taken on a clever and unique position. Paid media can help businesses gain greater exposure via new channels and started social media algorithms through quirky and innovative messaging.

Paid Media Can Come In Many Shapes And Forms. Here Are Some That We Implement At J.O.:

Sponsored or boosted posts: Boosted posts are social media channel posts that are pushed into the feed of consumer or similar audiences. Boosted posts target individuals based on their age, gender, location, and interests. Boosted posts appear in their timeline and generally have ‘sponsored’ to denote that it is paid advertising.

  • Native advertising: Native adverting is when the sponsored content matches the aesthetic of the platform in which it is promoted. This means that native advertising conforms to its platform’s characteristics to present a seamless aesthetic with the platform. Native advertising can be implemented on a variety of platforms. From print ads in the New York Times to social media messaging on Instagram, native advertising opens up a multitude of possibilities for exposure to potential customers.
  • Traditional advertising: Sometimes traditional advertising is the best option. Tried and true, it can help in physical, tangible ways. We have created different types of advertisements for our clients like bus signage, billboards, and newspaper advertisements. Our primary concern is utilizing the marketing mix in an effective way, so our clients find success in a timely manner. Even as everything moves towards digitalization, print marketing still remains a good way of generating leads.

If you would like to learn more about our paid media, mobile marketing, and advertising services, please feel free to contact us here.

Earned Media establishes credibility
Earned Media establishes credibility

Earned Media Showcases Your Business’ Credibility

The second type of media is earned media. It is one thing for your business to be promoting itself, but when another source mentions your business, it transforms the way in which your business is viewed. Earned media gives your business publicity and credibility. Earned media allows for other people to promote your work and strengthen your business’ trustworthiness with stakeholders. When another business vouches for you, it shows consumers that you are a reputable source and have experience within your industry.

The tricky thing about earned media is it’s something you can’t manage or control. You have to let your company earn the publicity, fair and square.

What Is An Example Of Earned Media?

Earned media can be achieved in a variety of ways. Here are some common examples that can be seen in everyday life.

  • An Instagram mention
  • A Yelp Review
  • A re-share of your blog post

Earned media is whenever someone brings unprompted attention or coverage to your company. Earned media helps showcase your business’s authority.

Through our extensive media relations and industry connections, we have the tools to create a quality platform for your business! From blog post mentions to articles on various websites, we ensure our client’s voices are heard loud and clear!

If you would like to learn more about our earned media services, and how we can help your company find the recognition it deserves, please feel free to contact us here.

Creating content that can be easily shared is an excellent way to grow your company awareness.
Creating content that can be easily shared is an excellent way to grow your company awareness.

Take Digital Marketing to a New Level

Everyone knows paid, earned, and owned media, but do you know shared? Shared media, another term for social media marketing, is a marketing tactic that continues to grow every day. From content marketing to advertising campaigns, social media extends the breadth of target consumers a company can reach. Social media is content marketing that is shared through a third-party channel on platforms like Instagram, Facebook, Pinterest, TikTok, YouTube, and many more.

Influencer marketing is a prime tactic J.O. can employ to drive customer engagement with your brand. The key to attracting customers is to find where your specific audience is online. Once you know what social channels, search results, and audio content they are seeking you can develop even more high-quality content that will appeal to them on other types of digital channels such as video content, traditional radio, internet radio and other channels that can position your brand identity in their minds.

Customers want to communicate with your business in a reciprocal manner. Through this type of media, advertising takes on a new meaning. Customers have power and input in the welfare, ongoings, and purpose of brands to make sure their voice is heard. Social networking platforms allow your company to hear the wants and desires of your target audience in an informational, informal setting.

How Can Shared Media Help You? Here’s An Example.

For example, an advertising campaign can help your company through feedback and Key Performance Indicator (KPI) analysis. If your ads aren’t having any response, it indicates that you need to create a different strategy to reach your audience. Key Performance Indicators help reveal the progress of your campaign towards your intended result. A like, share or re-post can be an indication of how your consumers respond to your messaging. It is important to note not all KPIs offer the same type of insight. Likes suggest very different insights than re-posts or shares. There are many levels to consumer commitment and that is exactly what KPIs show.

How committed is your consumer to your business?

Through algorithm research and business account insights, companies can learn more about their consumers than they ever could before pre-digitalization. Instagram and Facebook allow their business account profiles to access unique features. Companies can look at their post insights, add links to their page, and boost specific posts. Through digital marketing platforms, you can redefine your marketing strategy to tactfully attract your audience.

At J.O. Agency, we ensure your company’s voice is represented across all media platforms. Through content marketing calendars, paid ads on Instagram & Facebook, and digital engagement, we strategize how to illuminate your business in an engaging and inviting manner.

If you would like to learn more about our digital media services, please feel free to contact us here.

An integral part of your PR strategy should be identifying your desired audience and the media outlets they consume.
An integral part of your PR strategy should be identifying your desired audience and the media outlets they consume.

Owned Media is in Your Complete Control

The beauty of owned media is that you have utter, complete control of what you can say, publish, and do on your own platforms. Whether it be a blog, your company’s website, or your social media platforms, you can shift the conversation in whichever direction you see fit. YOU create the content. YOU create your brand image. YOU are in charge!

So, what does this mean?

Owned media benefits all companies, big and small. It helps them create focused messaging that is directly tailored to their product or service. Owned media is great for companies that have a small budget. You do not need to spend money on ads when you can promote your product or service from the comfort of your personal landing page. This type of media allows your marketing strategy to have a more personal, direct feel with your customers. By engaging with your customers directly, you are able to create a rapport with them on an intrinsic, meaningful level.

What Are Some Examples Of Owned Media?

Email Marketing: Email is a critical channel of Owned Media. You can create quarterly newsletter content – like J.O.’s! Email communications are a great way to share marketing messages with your customers, promote your content, feature limited-time offers, and many more.

  • Company Blog: A blog benefits your company in a multitude of ways. By aligning your blog content with the organic search results that are displayed for your prospects you can build brand visibility. By writing about relevant topics and newsworthy content, you can help position your company as a reputable and knowledgable source with search engines. Additionally, by using target search engine optimization keywords and professional insight, you can elevate your company’s search ranking. In short, SEO helps your company result higher on the SERP. To learn more about SEO and content marketing strategy, you can read our blog, The Power of SEO.
  • Social Media Posts: Especially within the digital world, creating engaging content benefits your visibility in a multitude of ways. Your posts allow your customers and potential clients to gain an understanding of what your company represents, their social standing, your company’s personality, and unique characteristics through quality content. Customers want to engage with businesses that showcase their personality and mission statement throughout the entirety of their company. These posts help advertise what your company offers to society.

If you would like to learn more about our owned media services, please feel free to contact us here.

Why Are The Four Different Types of Media Important to You?

These different types of media are critical for cohesive and comprehensive branding. It allows for your company’s messaging to target customers in an appealing manner that encapsulates all areas of messaging.

About the blog author Claire Marie Papacv
About the blog author Claire Marie Papacv

Share Our Blog!