BEYOND THE TRADITIONAL:ENHANCING CAMPAIGNS WITH THE PESO MODEL AND INFLUENCER COLLABORATIONby Antonia Enabosi

by Antonia Enabosi                                              14/04/2024                                                                                                                                           3pm UK Time

PESO Model rundown

In the rapidly changing world of marketing today, the PESO model provides a clear road map for comprehending the dynamics of various communication channels. This framework clarifies the distinct benefits and difficulties presented by each channel, which includes owned, earned, shared, and paid media. (Dietrich, 2023)In order to increase reach, paid media requires targeted investments. The foundation of earned media is natural exposure and endorsements. Shared media makes use of social media's engagement potential. Owned media provides managed online spaces such as blogs and webpages. (Dietrich, 2023)Through understanding the unique characteristics of each form of media, marketers are able to develop strategies that are cohesive and leverage the benefits of sponsored advertising, natural endorsements, social media interaction, and brand-owned channels. Brands can confidently navigate the complex marketing landscape and establish meaningful connections with their audiences by using the PESO model as a guide. (Dietrich, 2023)

PESO into Influencer Marketing: Tips for Success

1.       Find the right mix: Establish what kinds of owned content, in line with your goals, will appeal to particular influencers. Adapt your strategy to the campaign's objectives and choose the influencers who will be most helpful in achieving them. (Thabit, 2015)

2.       Try and Measure: To determine the ideal combination, assess the effects of various content kinds and ratios. Throughout the campaign, keep an eye on the combined and individual effects of owned, earned, shared, and paid media.

3.       Tactics should be modified in accordance with campaign objectives and target audiences. Try out different formats for your messaging and content to see what works best.

4.       Campaign success can be evaluated by establishing benchmarks and monitoring pertinent data, such as sentiment and brand mentions. Utilise learnings from previous campaigns to improve your strategy and ensure success in the future. (Thabit,

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