Ecommerce Marketing: Paid, Earned, Shared, Owned

Ecommerce Marketing: Paid, Earned, Shared, Owned

Marketing can be bewildering. You decide which combination of creative, content, and promotion leads to the best conversion or return on investment. How should advertising or labor be allocated? Should an online retail business focus on search engine optimization, content marketing, or something else? How are you addressing your audience of potential customers? To cope with marketing’s potentially mysterious side, the industry has developed media models to organize, measure, and improve marketing campaigns. One of the most popular is called PESO — Paid, Earned, Shared, and Owned media. This model makes it relatively easier to determine who creates the […]

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