But, brands should first choose the right channel depending on the engagement rate in their shared media efforts.
This piece highlights ways brands can leverage paid media in PESO (Paid, Earned, Shared, and Owned) model for their businesses. To target paid campaigns, marketers should focus on audiences in their different buying stages such as awareness, evaluation, and conversion stage.
Businesses should publish content like blog posts to target prospects at the awareness stage and retarget them at the evaluation stage to provide improved customer experiences. Marketers should then make the sales offer to the audiences in their conversion stage.
Brands can create different types of ads depending upon their budgets and business models. Businesses can create dynamic ads that target different people in different ways according to their interests. Ecommerce companies can further leverage shoppable ads in their paid media strategies.
[11 minute read]