A01 chaf6542 06 se fm indd

  Customer 

acquisition 

  Techniques  used  to 

gain new prospects and 

customers.   

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Chapter 9  Customer relationship management

 E-commerce managers constantly strive to deliver the most effective mix of communications 

to drive traffic to their e-commerce sites. The different techniques can be characterised as tra-

ditional  

offl ine marketing communications

  or rapidly evolving  

online marketing commu‑

nications

  which are also referred to as  

digital media channels

 . The objective of employing 

these techniques is often to acquire new visitors or ‘build traffic’ using the diverse marketing 

communications techniques summarised in  Figure   1.8   . Some additional techniques to pro-

mote repeat visits are considered in the section on  Customer retention management .