{"id":18695,"date":"2024-12-24T09:13:29","date_gmt":"2024-12-24T09:13:29","guid":{"rendered":"https:\/\/asiasearch.co.th\/?p=18695"},"modified":"2025-08-05T09:54:40","modified_gmt":"2025-08-05T09:54:40","slug":"paid-owned-earned-shared-media","status":"publish","type":"post","link":"https:\/\/asiasearch.co.th\/en\/paid-owned-earned-shared-media\/","title":{"rendered":"How Paid, Owned, Earned &#038; Shared Media Boost Your Brand"},"content":{"rendered":"<p>The Paid, Owned, Earned, Shared Media strategy (PESO Model) provides a broader view of the marketing landscape, offering simplicity, convenience, and greater efficiency in brand promotion. In this article, we\u2019ll explore the PESO Model in depth to help you implement it effectively for your business.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/asiasearch.co.th\/en\/paid-owned-earned-shared-media\/#What_Is_the_PESO_Model\" >What Is the PESO Model?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/asiasearch.co.th\/en\/paid-owned-earned-shared-media\/#Understanding_Paid_Owned_Earned_and_Shared_Media\" >Understanding Paid, Owned, Earned, and Shared Media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/asiasearch.co.th\/en\/paid-owned-earned-shared-media\/#What_to_Know_Before_Using_the_PESO_Model\" >What to Know Before Using the PESO Model<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/asiasearch.co.th\/en\/paid-owned-earned-shared-media\/#Do_You_Need_to_Use_All_Four_Media_Types\" >Do You Need to Use All Four Media Types?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/asiasearch.co.th\/en\/paid-owned-earned-shared-media\/#Setting_KPIs_for_the_PESO_Model\" >Setting KPIs for the PESO Model<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/asiasearch.co.th\/en\/paid-owned-earned-shared-media\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Is_the_PESO_Model\"><\/span><strong>What Is the PESO Model?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9543\" src=\"https:\/\/asiasearch.co.th\/wp-content\/uploads\/2024\/12\/PESO-Model-%E0%B8%84%E0%B8%B7%E0%B8%AD%E0%B8%AD%E0%B8%B0%E0%B9%84%E0%B8%A3-1024x576.jpg\" alt=\"What Is the PESO Model?\" \/><\/figure>\n<p>The PESO Model is a strategic framework that categorizes media into four types\u2014Paid, Earned, Shared, and Owned. These media channels, when used in synergy, help brands boost visibility, craft clear messaging, and drive better marketing performance.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Understanding_Paid_Owned_Earned_and_Shared_Media\"><\/span><strong>Understanding Paid, Owned, Earned, and Shared Media<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\"><strong>1. Paid Media<\/strong><\/h3>\n<p>Paid Media refers to promotional channels that require payment to reach an audience, including both online and offline methods. Examples include TV commercials, newspapers, display banners, <a href=\"https:\/\/asiasearch.co.th\/facebook-ads\/\">Facebook Ads<\/a>, and <a href=\"https:\/\/asiasearch.co.th\/google-ads\/\">Google Ads<\/a>.<\/p>\n<p>Although often expensive, Paid Media offers rapid reach. With careful budgeting and campaign planning, it can be highly cost-effective and impactful.<\/p>\n<h3 class=\"wp-block-heading\"><strong>2. Owned Media<\/strong><\/h3>\n<p>Owned Media includes channels that a brand fully controls, such as its <a href=\"https:\/\/asiasearch.co.th\/fanpage\/\">Facebook Page<\/a>, social profiles, and official website. Brands use these channels to share updates, promotional content, and important information.<\/p>\n<p>This type of media builds credibility. When potential customers find your official content, they\u2019re more likely to trust and follow your brand\u2014provided the information is clear, reliable, and complete.<\/p>\n<h3 class=\"wp-block-heading\"><strong>3. Earned Media<\/strong><\/h3>\n<p>Earned Media is exposure gained through word-of-mouth or organic mentions. It includes customer referrals, media coverage, or influencer recommendations\u2014often driven by positive brand experiences.<\/p>\n<p>This media type reflects the power of quality. A product that exceeds expectations encourages people to share, recommend, and generate buzz\u2014amplifying reach without added cost.<\/p>\n<h3 class=\"wp-block-heading\"><strong>4. Shared Media<\/strong><\/h3>\n<p>Shared Media involves content circulated through user participation\u2014like contests, shared reviews, or reposts. For instance, customers might share their experiences online in exchange for rewards or recognition, generating organic engagement.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_to_Know_Before_Using_the_PESO_Model\"><\/span><strong>What to Know Before Using the PESO Model<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9544\" src=\"https:\/\/asiasearch.co.th\/wp-content\/uploads\/2024\/12\/%E0%B8%81%E0%B9%88%E0%B8%AD%E0%B8%99%E0%B9%83%E0%B8%8A%E0%B9%89-PESO-Model-%E0%B8%95%E0%B9%89%E0%B8%AD%E0%B8%87%E0%B8%A3%E0%B8%B9%E0%B9%89%E0%B8%AD%E0%B8%B0%E0%B9%84%E0%B8%A3%E0%B8%9A%E0%B9%89%E0%B8%B2%E0%B8%87-1024x683.jpg\" alt=\"What to Know Before Using the PESO Model\" \/><\/figure>\n<p>To apply the PESO Model effectively, consider these best practices:<\/p>\n<ol>\n<li>Set clear goals for each media type to measure performance.<\/li>\n<li>Start with Owned Media, then scale to other media types.<\/li>\n<li>Use a content calendar to streamline content planning.<\/li>\n<li>Integrate all four media types to maximize effectiveness.<\/li>\n<li>Ensure message consistency across all platforms.<\/li>\n<\/ol>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Do_You_Need_to_Use_All_Four_Media_Types\"><\/span><strong>Do You Need to Use All Four Media Types?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While the PESO strategy recommends combining all four media types for best results, it\u2019s not mandatory. Depending on the product and content format, one or two channels may work best. Choose what aligns with your goals and audience.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Setting_KPIs_for_the_PESO_Model\"><\/span><strong>Setting KPIs for the PESO Model<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Key Performance Indicators (KPIs) are essential for measuring success. KPIs should be tied to the specific objectives of each media type.<\/p>\n<p>For instance, if your goal is to educate teens aged 15\u201319 about a product via a short influencer video on <a href=\"https:\/\/asiasearch.co.th\/en\/tiktok-advertising\/\">TikTok<\/a>, your KPI might focus on Engagement\u2014like likes, shares, or video views.<\/p>\n<p>Sample KPIs by media type:<\/p>\n<h3 class=\"wp-block-heading\"><strong>Paid Media<\/strong><\/h3>\n<ul>\n<li>Lead Generation<\/li>\n<li>Brand Awareness<\/li>\n<li>User Engagement<\/li>\n<li>Conversions<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\"><strong>Owned Media<\/strong><\/h3>\n<ul>\n<li>Website Traffic<\/li>\n<li>Time on Page<\/li>\n<li>Conversions<\/li>\n<li>Lead Generation<\/li>\n<li>User Engagement<\/li>\n<li>Brand Awareness<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\"><strong>Earned Media<\/strong><\/h3>\n<ul>\n<li>Backlink Clicks<\/li>\n<li>User Engagement<\/li>\n<li>Brand Mentions<\/li>\n<li>Conversion Rates<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\"><strong>Shared Media<\/strong><\/h3>\n<ul>\n<li>Shares &amp; Comments<\/li>\n<li>User Engagement<\/li>\n<li>Conversions<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The PESO Model offers a powerful, integrated framework to amplify brand exposure and strengthen your marketing results. When executed with a clear strategy and measurable goals, it becomes a valuable asset for sustainable growth.<\/p>\n<p>However, successful implementation requires in-depth expertise. If you\u2019re looking to maximize the benefits of PESO marketing, it\u2019s best to work with an <a href=\"https:\/\/asiasearch.co.th\/en\/\">experienced digital marketing partner<\/a> who can guide and support you every step of the way.<\/p>\n","protected":false},"excerpt":{"rendered":"The Paid, Owned, Earned, Shared Media strategy (PESO Model) provides a broader view of the marketing landscape, offering simplicity, convenience, and greater efficiency in brand promotion. In this article, we\u2019ll explore the PESO Model in depth to help you implement it effectively for your business. What Is the PESO Model? The PESO Model is a&#8230;","protected":false},"author":1,"featured_media":19419,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[63],"tags":[],"class_list":["post-18695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/asiasearch.co.th\/en\/wp-json\/wp\/v2\/posts\/18695","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/asiasearch.co.th\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/asiasearch.co.th\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/asiasearch.co.th\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/asiasearch.co.th\/en\/wp-json\/wp\/v2\/comments?post=18695"}],"version-history":[{"count":3,"href":"https:\/\/asiasearch.co.th\/en\/wp-json\/wp\/v2\/posts\/18695\/revisions"}],"predecessor-version":[{"id":18967,"href":"https:\/\/asiasearch.co.th\/en\/wp-json\/wp\/v2\/posts\/18695\/revisions\/18967"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/asiasearch.co.th\/en\/wp-json\/wp\/v2\/media\/19419"}],"wp:attachment":[{"href":"https:\/\/asiasearch.co.th\/en\/wp-json\/wp\/v2\/media?parent=18695"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/asiasearch.co.th\/en\/wp-json\/wp\/v2\/categories?post=18695"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/asiasearch.co.th\/en\/wp-json\/wp\/v2\/tags?post=18695"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}