In week 7, we went into the details of the POE and PESO strategy and examined their relationship in different marketing landscapes. These frameworks offer marketers to have various approaches to reach and engage their target audiences efficiently. While we have a look at their methods in depth, it is crucial to keep in mind how their practical use varies among businesses and markets.
Several scholars have supported the effectiveness of the POE and PESO frameworks in marketing. For instance, Macnamara et al. (2016) state that "The PESO model provides a useful framework for planning and implementing integrated communication campaigns." They emphasize its value in creating cohesive strategies across different media types.
Additionally, Stephen and Galak (2012) highlight the importance of earned media in their research, noting that "earned media can have a significant impact on sales and can be more effective than traditional advertising in some cases." This supports the inclusion of earned media as a key component in both POE and PESO frameworks.
Furthermore, Lovett and Staelin (2016) underscore the significance of owned media, stating that "owned media can serve as a strategic asset for firms, allowing them to build direct relationships with consumers and reduce dependence on paid media." This reinforces the importance of the 'owned' aspect in both frameworks.
It is interesting to find that while both POE and PESO frameworks are used in marketing strategies, seems like PESO is an expanded version of POE, offering a broader approach to media. PESO offers a more social media focus factor as it emphasizes the “shared media” component which is integrated with different media kinds, particularly in this digital age. Despite this, there are situations where one might be preferable to the other one. In the circumstances of the cooperation dealing with a more traditional marketing landscape or having limited resources for managing complex social media platforms, POE might be suitable. On the other hand, if the firm requires a wider approach to digital marketing and emphasizes shared content, PESO might be suitable in this case.
As the Halloween season is around the corner, it reminds me of how Ocean Park Ocean Park demonstrates the adaptability of both POE and PESO. From mid-October to November, the park organizes a wide range of themed activities. Not only capitalizes on seasonal excitement but also provides many touchpoints for interacting. For example, the park distributes event teasers on TV, their official website and several social media platforms, they also release physical advertisements (mostly at MTR station)to generate the public’s attention as well as promote the event. Simultaneously, they use the power of “earned media” by actively asking for reviews on social media platforms such as TripAdvisor, and collaborating with bloggers to write articles about park experiences, in order to gain media attention for the event. This strategy gives me a deep understanding and usage of both the POE and PESO frameworks, and how these methods can work together to form a comprehensive marketing ecosystem.
To conclude, both frameworks provide a complete approach to marketing planning and allow organizations to use diverse methods to approach their goals. Compared with the traditional advertising methods, both POE and PESO provide not only a b2c, and b2b promotion but also a c2c promotion like the usage of social media interaction and user-generated content. Nevertheless, it is worth noting that the frameworks should not be regarded as an inflexible structure, but rather as an adaptable recommendation. Based on the unique business objective, the dynamics of different industries, and the cultural context are also essential towards their success. As evidenced by Ocean Park’s Halloween campaign, their consideration of the local tastes and also the cultural perspective on how people are interested in the seasonal events can greatly boost the final performance of marketing efforts.
Hi Rika, thanks for the sharing. Ocean Park surely did a great job to integrate the PESO model in order to promote the series of events. Yet, comparing to its main competitor, Disneyland appears to be more comprehensive. In terms of paid media, Disneyland will place large billboard in high traffic MTR station. In addition, they would engage well-established influencers to maximize social buzz. Disneyland is basically trying to make it appears in every corner physically and digitally.
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