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.
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