Not long ago, “specialized” marketing firms were getting a great deal of attention. Companies and organizations were looking to capitalize on these agencies’ in-depth, yet narrow, expertise. So, you might have a relationship with a digital firm, a social media firm, a multi-media firm, etc. And each of them handled a certain aspect of your marketing. As one of the leading marketing agencies in Denver turns to comprehensive marketing initiatives, we’ve always found that trusting one firm to produce a cohesive campaign for you is very effective.
What is PESO?
Today, the era of specialization is giving way to new thinking. It’s becoming clear that in order to reach your audience effectively, you have to utilize four different types of media:
Paid media
This is what used to be known as “advertising.” Companies pay to reserve placement with magazines, newspapers, TV and radio stations, websites, etc.
Earned media
Here, content placement is given free of charge. This is because the material is considered to be newsworthy or of benefit to readers or listeners.
Shared media
Social media channels are the conduit for shared media. Platform users power the movement of content around the web through likes, link sharing, etc.
Owned media
An organization’s owned media consists of platforms that it operates. This includes its website and blog, as well as events that it hosts.
Why is the Integrated PESO Approach So Effective?
It turns out that a firm that can oversee and manage initiatives in all four areas is better able to synchronize the channels. Consequently, they can play off of and amplify one another. How effective is PESO? Well, if it’s any indication, many of the marketing agencies in Denver have supported in the past because of their focus on one specific area are either learning to handle other types of work or are no longer in business.
What these agencies, and the companies that used them, have discovered is that ignoring any one of these channels may mean that you are failing to connect with a significant portion of your audience. In addition, agencies have learned that seeing a message repeated in different forms on different platforms is reassuring to today’s consumers. And having one firm overseeing the message wherever it is displayed ensures that it is consistent and compelling.
Now, as soon as paid, earned, shared, and owned media were defined like the points on a compass, innovative marketers began probing the space between them. And platform providers indulged this exploration, so now we have hybrid options. For example, sponsored media and social advertising are proving to be very effective.
Putting PESO to Work for You
Ultimately, the marketing agencies in Colorado turns to the ones that know how to create the most compelling combinations of the four main types of media. A-Train is an award-winning firm that has provided comprehensive, integrated marketing for two decades. So, we're firmly grounded in the PESO approach. How can we put it to work for you? Let’s talk!