The PESO Model of Digital Marketing Strategy is the best summary I have seen for a strategy that encompasses all current modalities:
PAID Pay for ads, Pay-Per-Click, PPC Google, Bing, and a half-dozen more of these types of sites. I usually first find success with Google, and then scale to the other sites.
Earned – Working with Influencers… think bloggers and PR
Shared: Social Media, Working with Ancillary companies, etc.
Owned – Content Marketing for your content.
Hats off to Gina Dietricht who coined the term and wrote about it. https://lnkd.in/ecVfN6u is a more detailed look.