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Paid Media: How To Make It Work in 2020

You may have heard someone say that media is the new marketing. This means, in 2020, marketing is no longer about direct persuasion. It’s more about the right mix of information, entertainment, education, and ads to boost your content. 

Media marketing involves writing a well-crafted message and a smart follow-through. Most of the time, this smart follow-through requires a form of paid advertising. 

Before we delve into PPC management services trends in 2020, let’s first understand and think through the following questions: 

  • What is paid media? 
  • How does it differ and work with earned, owned, and shared media? 

The PESO Model

PESO stands for Paid, Earned, Shared, and Owned media. The model was created by digital marketing expert Gini Dietrich as a means of segmenting marketing channels. Through these four lenses, marketing professionals can check opportunities to integrate additional channels into existing programs. 

Let’s break down these marketing channels! 

  • Paid media involves exchanging money for distribution. This includes social media advertising, sponsored content, and email marketing. Some common examples are Facebook ads and LinkedIn video ads. 
  • Earned media means trading valuable content for the audience of established authority. This can take the form of a mention in a newspaper, journal, or magazine. This is mostly associated with traditional PR and digital PR. 
  • Shared media is about amplifying your content through your own audience. This mostly involves brand promotion and engagement through social media channels. Instagram Stories and Facebook Live are popular examples of shared media.
  • Owned media is made for an audience that seeks out your content. A company website falls under-owned media where a company has full control over. 

The success of PESO models lies in the right combination of these four channels. When used together effectively, they can extend your brand’s reach and engagement. 

Why Paid Media?  

Among the four channels, paid media is the fastest, the most scalable, and most reliable. With constant changes in social media algorithms, the chance of attracting more audiences without paying is quite small. 

By controlling your budget for paid social ads, you’re guaranteed more distribution and exposure at the fastest time possible. 

Organic reach alone is quite unreliable, but if you add paid media to your marketing mix, you get predictable and dependable results. 

Top Trends in Paid Social Media 

In 2020, your paid social media marketing strategies should be amplified with these top trends. 

AI-Based Automation

AI-based tools have already started to roll out and this 2020, we expect more elements to be powered through Artificial Intelligence. One example of this is Facebook’s Budget Optimizer tool. 

In the past, Facebook optimized ad creatives within ad sets (audiences) which means only those top-performing creatives get a huge number of impressions. With the new tool in place, Facebook can optimize the budget between ad sets, spreading them to audiences based on real-time performance. Advertisers can leverage this new automated optimization by setting their campaign budget and bid strategy. Head over to Facebook Ad Manager to start running some tests. 

More Video Content

The statistics below show that using videos in advertising has increasingly become successful. 

  • 93% of businesses say videos brought new customers
  • 53% of users engage with a brand after watching a video from them on social media.
  • 88% of users will engage with a website containing videos than those who don’t

Video content positively accounts for a huge percentage of search traffic. For businesses with accounts on Facebook and Instagram, they can expand their video content through Facebook Live and Instagram TV (IGTV). 

For others who have been using YouTube, the video-sharing site has added YouTube Premier to its features. This new tool allows creators to upload a video and schedule its streaming time. While streaming, the video creator and its audience can directly engage with each other through the chat feature. 

Visual storytelling stands out to the audience and videos play an important role in making it possible. Paired with a good paid social media strategy, you’ll have a good chance of increasing interaction and participation from your audience. 

Using Chatbots

As more and more customers engage through social media, many of the communications will happen through messaging apps. This means, when the inquiries keep coming, you need a chatbot that can help you streamline these communications. 

Chatbots do not intend to take over customer service. Many situations will still call for human touch, but chatbots will help you balance those interactions that need urgent responses and those that prefer personalized support. 

What do chatbots exactly do? Chatbots qualify your leads! 

They welcome your customers and introduce your company. They then probe further through qualifying questions such as “What products are you interested in?” “How much is your budget?” “Would you like to schedule an appointment?” 

With these questions, you can filter your potential customers and you can direct your energy following up on those who are likely to buy your product or avail of your service. 

How does this complement your paid social media strategy? 

There are many instances such as running ads with Google AdLingo (chatbot used outside of messaging apps), directing leads who saw your Facebook ads to Facebook messenger, targeting Sponsored Ads to existing leads (those who previously messaged you on Facebook), and a lot more. 

Integrating The Basics to These Trends

As mentioned, the PESO model will help you determine different channels that work for your specific goal. Whether it’s for increasing sales, driving awareness about an initiative, or obtaining an email address, if you know the post’s purpose, you’ll be able to implement different types of media together. 

By keeping an eye on these paid media trends and basic digital marketing strategies, you’ll be successful in your marketing efforts. 

Are you ready to amplify your content through paid media ads? Let Tulumi find what works for you. Contact us today. 

Deb Wallace | CEO | Digital Marketing Services | Tulumi Digital Marketing

Deb Wallace


Deb Wallace brings a dynamic career in mobile and internet marketing. She remains on the industry’s cutting edge for technology and innovation driving new business through establishing strategic partnerships and relationships. She carries with her a vast knowledge in the e-commerce marketplace as well as extensive experience in the online payment processing industry.

Deb is exceptionally well organized with a track record that demonstrates creativity, tenacity, and initiative in achieving both personal and business goals. She is currently focused on providing multiple locations for the company.


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