A01 chaf6542 06 se fm indd

  Interactivity 

  The  medium  enables 

a dialogue between 

company and customer.   

 Marketing communications for customer acquisition, 

including search engine marketing, online PR, online 

partnerships, interactive advertising, email marketing 

and social media marketing 

   Focus  on  

M09_CHAF6542_06_SE_C09.indd   405

7/23/14   1:29 PM

---

406

Part 2  Strategy and applications

With new media ‘one-to-some’ – reaching a niche or  micro-  segment becomes more practical –  

e-marketers can afford to tailor and target their message to different segments. We can even 

move to one-to-one communications where personalised messages can be delivered.