The PESO(Paid, Earned, Shared, Owned Media) framework helps us quickly analyze the media penetration of a brand. Instead of focusing on a single media channel, consider the overall media communication strategy of the brand, which is beneficial to thinking about how to use the interaction of different channels to maximize the brand benefit.
In the current era of digital business and competitive marketing environment, these four aspects have become intertwined and cannot be considered as separate aspects. For example, by sharing high-quality and attractive content that resonates with consumers on owned media, the storytelling can enhance the interactive participation of target consumers and motivate them to share their unique brand-related experiences through personal accounts. This can benefit earned media, which comes from the accumulated word-of-mouth of brands. At the same time, interacting with the content produced by these users is called shared media. There is no doubt that UGC will be more authentic and approachable, which can help the brand achieve word-of-mouth spread and cover a wider range of consumer groups. In addition to encouraging users to share content to reach more new customers, brands can also improve brand awareness through paid media. Online channels such as optimizing website search(SEO) and offline advertising can be placed outdoors to reach the public, such as billboards in subway stations and mobile TV on buses. Apart from that, offline campaigns also occupy a site by means of payment, conveying brand values, and interacting with target customers in a more interactive form. In these activities, they can also promote shared media and earned media. At the same time, they can report activities on their owned media, which has become a comprehensive form of communication that brands are keen on.
Currently, Brand marketing needs to consider not only the coverage of advertising, but also the controllability of the message. Advertising coverage determines brand awareness, and the controllability of information is related to brand image and consumer trust. Although sharing media can achieve viral spread at a relatively low cost, it is extremely difficult to control the process of transmission. Confronting the increasingly significant challenge, apart from continuous optimization of products or services, brands are also suggested to make smart decisions and effective responses when faced with customer growing needs or questions, thus building a good public relations image. Brands should also monitor customer feedback and marketing effectiveness at all times, monitor key indicators, and regularly evaluate and adjust marketing strategies to ensure competency.
The PESO framework offers a holistic approach to understanding how brands can leverage different media channels to maximize their reach and impact. This article highlights the interconnected nature of Paid, Earned, Shared, and Owned Media in the digital age, emphasizing the importance of creating a cohesive brand narrative that resonates across all platforms. It's fascinating to see how user-generated content (UGC) can organically boost a brand's presence, turning consumers into brand ambassadors and extending the reach of marketing efforts. Additionally, I noticed you pointed out the challenge of controlling the spread of information in shared media, emphasizing the need for brands to maintain a strong PR stance and closely monitor customer feedback. It means that brands must develop strategies to not only convey information, but also create a responsive environment that acknowledges and addresses consumer experience issues.
ReplyDeleteI think this is a question worth thinking about: how can brands effectively balance the authenticity of UGC with the need for message control, especially in a landscape where consumer trust is paramount and misinformation can spread rapidly?
Hi Jiawen! I noticed that u adeptly utilizes the PESO framework to analyze the media penetration strategies of contemporary brands. It underscores the interconnected relationship of the four inner parts contributed to the PESO framework in the digital business ecosystem, highlighting how a cohesive approach across these domains can amplify brand benefits. Brands must navigate the complex landscape of media communication by creating synergies between these channels to enhance brand awareness, image, and consumer trust. I strongly agree with the insight that the importance of UGC in achieving organic reach and the necessity for brands to maintain control over their messaging to ensure consistency in brand image.
ReplyDeleteBased on the discussion of the controllability of messages, it is worth to consider the role of AI and machine learning in media strategy. These technologies can offer brands advanced analytics and predictive insights into consumer behavior, enabling more precise targeting and personalized content delivery. Same time , the utilization of AI in monitoring and responding to customer feedback can lead to more flexible brand strategies that adapt in real-time to market dynamics and consumer response.
So, I think for future research, it would be insightful to explore the impact of emerging technologies such as AI/VR and chat-robot on media strategy and brand trust. These innovative techs can provide a deeper understanding of how brands can harness the PESO model in an evolving digital landscape.