Paid, Earned, Shared and Owned Media | Icon Visual Marketing

Media is complex. Much more than it used to be. Since the dawn of the internet and rise of social media, the number of media options has exploded. For a marketing manager, they are like pieces of a puzzle, interconnecting and working together.

So, how does a marketing manager make the pieces form a nice, big, beautiful picture, to successfully stand out not only amongst the competition but above the vast array of media noise?

American digital marketing expert, Gini Dietrich, identified four types of media: Paid, Earned, Shared and Owned. She called it the PESO model. Here we look at the four types of media. We describe and analyse each one and discuss how they all fit together.