ADAUGO GODSGIFT EZEALA Adaugo Godsgift Ezeala, a marketing professional with experience across multiple industries, is the co-founder and head of marketing of SokoSQ, a commerce platform for SMEs   Over the years, I’ve tried everything from quick-hit campaigns to complex, multi-channel efforts. If there’s one thing I’ve learned, it’s that disconnected campaigns don’t cut it anymore.   Gone are the days when you could run a few paid ads, create a blog post, and call it a day. Customers today are savvy, and their attention is divided across countless platforms. To reach them, your marketing must be cohesive, intentional, and intelligent. That’s where the PESO model, and its partnership with AI comes in. Whether you’re running a B2B SaaS company, building an e-commerce brand, or growing your personal brand, the PESO model is your key to crafting campaigns that not only attract attention but deliver measurable results. When combined with the power of Artificial Intelligence (AI), it becomes a true game-changer.   So, what is the PESO Model all about? What Is the PESO Model? Let’s start with the basics. The PESO model categorizes your media into four distinct types:   Paid media: This is media you pay for, think Google Ads, Instagram promotions, or influencer partnerships. Paid media helps you reach people quickly, but it’s only as effective as your targeting.   Earned media: Publicity you don’t pay for, like PR mentions, backlinks, and word-of-mouth. This is where your brand’s credibility is established. Imagine a journalist featuring your product in a “Top 10” list, that’s earned media working for you.   Shared media: Social media is the heart of shared media. Whether it’s your Instagram page or retweets from your customers, this is where your brand interacts with the public. Shared media thrives on engagement and community.   Owned media: This is the content you control completely, your website, blog, email newsletter, or any platform where you’re the boss. Owned media is your storytelling platform and an essential part of long-term strategy.   On their own, each of these pillars has its strengths. Paid media drives immediate attention, earned media builds trust, shared media fosters community, and owned media creates depth. But what happens when you integrate all four? You get a powerful, cohesive strategy that guides customers through every stage of the funnel.   The PESO model is a simple yet powerful framework that combines Paid, Earned, Shared, and Owned media to create a holistic marketing strategy. It helps businesses bring together efforts across different channels, making campaigns more effective. By using this model, marketers can align their communication and adapt to the ever-changing digital landscape.   Why PESO works best together The real magic of the PESO model happens at the intersections. When you combine media types, their individual strengths amplify each other.   Let’s break it down by the marketing funnel:   Awareness: Use Paid media to promote Owned content like blog posts or guides. At the same time, spark engagement on social (Shared media) and earn coverage from credible sources (Earned media).   Example: A tech startup releases a blog post about industry trends, promotes it with LinkedIn ads, shares it on Twitter, and earns a mention in a relevant newsletter.   Consideration: At this stage, prospects are researching their options. Use Owned media (like detailed product pages) and amplify it with Paid media campaigns. Social proof from Earned media and Shared media can seal the deal.   Example: A D2C brand retargets users who visited their website with an Instagram ad that showcases customer testimonials.   Conversion: Now it’s about turning interest into action. Paid retargeting ads can nudge hesitant buyers, while email campaigns (Owned media) provide that final push.   Example: A SaaS company uses retargeting ads to offer a free trial to users who read their case studies (Owned media).   Retention/Advocacy: Keeping customers engaged post-purchase is key. Owned media like newsletters can keep your brand top-of-mind, while Shared media like social communities encourage loyalty and advocacy.   Example: A fitness brand creates a Facebook group for customers and shares valuable tips, turning buyers into advocates.   When your PESO strategy works as a whole, your audience doesn’t just see isolated ads or blog posts. They experience a seamless, consistent journey that builds trust and drives results.   How AI supercharges the PESO model Here’s the exciting part: Artificial Intelligence makes the PESO model smarter, faster, and more effective. AI eliminates guesswork and enables precision, helping you understand what’s working and why.  

1. Paid media: Smarter spending and better targeting AI can analyse millions of data points to optimise your Paid media strategy. Tools like Google Ads and Meta’s ad platforms use machine learning to predict which ads will perform best. AI also helps with predictive targeting, ensuring your campaigns reach the right audience at the right time.

 

2. Earned media: Tracking sentiment and trend

AI-driven sentiment analysis tools like Sprinklr and Brandwatch allow you to gauge public opinion in real time. These insights can inform your PR strategy, helping you focus on what resonates with your audience.  

3. Shared media: Spotting opportunities for engagement

AI-powered social listening tools like Hootsuite can identify trending topics, hashtags, and conversations relevant to your brand. This ensures your Shared media posts are timely and engaging.  

4. Owned media: Personalisation at scale

AI-generated content tools can help draft blog posts, emails, or even product descriptions in seconds. Meanwhile, personalisation algorithms ensure your Owned media speaks directly to individual customer needs. By infusing AI into your PESO strategy, you can spend less time on guesswork and more time executing campaigns that actually deliver.   Real-world case studies: PESO + AI in action Theory is great, but what does this look like in practice? Let’s dive into two real-world examples.   Case Study 1: B2B SaaS Campaign   Goal: Drive leads for a new software product.   Strategy:  

• Publish an article on the company blog (Owned Media).
• Promote the article with LinkedIn ads targeting decision-makers (Paid Media).
• Earn a feature in a leading SaaS blog (Earned Media).
• Share the feature on LinkedIn to spark community engagement (Shared Media).

  Case Study 2: D2C Ecommerce brand   Goal: Increase sales for a new product line.   Strategy:

• Partner with influencers to review the product (Earned Media).

• Share influencer content on Instagram (Shared Media).
• Use Instagram ads to promote user-generated content (Paid Media).
• Publish a detailed guide about the product on the website (Owned Media).

  These examples show how PESO and AI can combine to create measurable success across industries.   Combining AI and the PESO model is more than a trend, it’s the future of marketing. Together, they provide the structure and intelligence needed to cut through the noise and deliver campaigns that resonate. In 2025 and beyond, marketers who embrace this combination will have the tools to not only meet customer expectations but exceed them. So, are you ready to build campaigns that actually deliver? Your strategy starts now.  

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