Affiliate marketing
A commission‑ based
arrangement where
an e‑retailer pays sites
that link to it for sales
leads ( CPA‑ based) or,
less commonly, visitors
( CPC‑ based).
Figure 9.13
Online PR categories and activities
Search marketing activities (SEO)
• Inbound link-building
• Content creation
• Blogs
• Feeds (RSS)
• Press releases
• Influencing media owners
• Social bookmarking
• Q and A responses
Buzz-building activities
• Propagating campaign ‘big idea’
• Web editorial contacts
• Viral marketing
• Press & social media releases
• Influencing media owners &
blogger relations
Brand engagement activities
• Surveys and polls
• Audience research
• User-generated content
• Own blogs and communities
• Influencing media owners &
blogger relations
• Social network presence
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