PESO, paid, earned, shared, owned, was written for a Western market. The frame still travels. The proportions don’t.
In Bangladesh, three things change the equation. Earned has more weight because trade press and influencer credibility build off-platform; shared looks different because messaging-first communities, WhatsApp, Messenger, Telegram, carry conversation that doesn’t show up in any social-analytics dashboard; and owned has to plan for low-bandwidth, mid-tier devices first, not after.
Practically, we now build media plans that lead with earned PR and category influence, expand into shared through messaging-first creators, lean into owned at the dealer and retail layer, and use paid surgically, to pour fuel on the moments already lifting organically.
Read the original PESO model, then adapt it. The acronym is right. The percentages are not.