The Shift to

Integrated MarketingPutting the PESO Model Into Action

Pop quiz: What does PESO

stand for?

PAID | EARNED | SHARED |

OWNED

MEDIA

Pop quiz: Social media advertising

budgets went from $16 billion USD

in 2014 to X billion USD in 2016.Source: Hootsuite

Social media advertising budgets

have doubled worldwide over the

past 2 years—going from $16

billion USD in 2014 to $31 billion

USD in 2016.Source: Hootsuite

WHY ARE WE TALKING

ABOUT INTEGRATED

MARKETING?

The marketing toolbox looks much

different today than it did 5+ years ago.

The shift to an integrated marketing model

is part science and part art.

Marketers MUST HAVE diverse skill sets.

WAIT…I HAVE TO BE

EVERYTHING TO EVERYONE

AT EVERY TIME ON EVERY

CHANNEL?!?!

It’s NOT about

understandin

g and

activating on

all these

channels!

It’s about quality vs. quantity and strategically

choosing which combination of channels and

tactics are best aligned with your overarching

goals.

It’s also about evolving your approach to

content creation.

OBVIOUS, BUT IMPORTANT TO

NOTE:As a marketer, your writing styles must be tailored to

fit each channel and audience.

Ditch the cookie cutter approach.

The marketing funnel.

MARKETING FUNNELTo start thinking more like an integrated marketer,

outline the strategy, channels and corresponding

tactics for moving audiences through the process

from initial contact, to lead, to customer, to evangelist.

Source: Inbound Methodology from HubSpot

If you haven’t already started, it’s time to

mix up your marketing program.

Paid is NOT a dirty word!

Source: Spin Sucks

The PESO Model

• PAID Media – Which elements of the program require

targeted advertising and investments to reach key

audiences?

• EARNED Media – Are you organically generating visibility

and awareness via media, bloggers and influencers?

• SHARED Media – How does social media fit into the mix?

How do you communicate directly with your audiences in

the places they spend their time?

• OWNED Media – How does your website, blog or email

program (where you control the message) fit in, and

what’s the appropriate content for those platforms?

22

Source: Spin Sucks

THE MILLION $ QUESTION:How do you execute a successful

marketing campaign across

PAID, EARNED, SHARED AND OWNED

media channels?

Integrated case study: Hudsonville

Ice Cream’s Random Acts of Ice

Cream campaign

PAID

EARNED

SHARED

OWNED

RESULTS TO DATE

• PAID Media

– 350+ reactions and shares on the Facebook ad.

– Facebook ad sent 270+ visits to landing page.

– 100 radio spots ran in June.

– 5 blogger ambassadors will write posts over the course of the campaign.

• EARNED Media

– 7 pieces of media coverage secured.

• SHARED Media

– Consistent publishing of organic content across Facebook, Twitter and

Instagram – content has referred 400+ visits to landing page.

• OWNED Media

– Nearly 2,500 pageviews on landing page with nearly 900 nominations

submitted.

– 220+ digital coupon prints.

– Email sent 1,300+ visits to landing page.30

Thinking Differently

• To truly become an integrated marketer, don’t look at

opportunities through the lens of just ONE approach.

• One or two elements of the PESO model can only move

the needle so far.

• All four pieces of the PESO model combined = power to

create real change, action and RESULTS.

31

QUESTIONS?