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Online marketing communications

In this section we will review approaches to online promotion using the different tools 

of Figure 1.8 from 1 to 6. These techniques are often combined in what is known as a  

‘

 traffic‑  building  campaign

’; this is a method of increasing the audience of a site using differ-

ent online (and offline) techniques.

A company’s investment in the techniques in Figure 1.8 for customer acquisition should 

be based on the metrics discussed in the previous section. Most important is minimising the 

cost of acquisition against volume required.