A01 chaf6542 06 se fm indd

Search engine 

optimisation (SEO)

A structured approach 

used to increase the 

position of a company 

or its products in search 

engine natural or organic 

results listings (the main 

body of the search 

results page) for selected 

keywords or phrases.

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Chapter 1 Introduction to digital business and e‑commerce

Figure 1.8

Digital and offline communications techniques

Website

and social

presences

Online communications

2  Online PR

•  Publisher outreach

•  Community participation

•  Media alerting

•  Brand protection

1  Search marketing

•  Search engine

  optimisation (SEO)

•  Paid search

 Pay-per-click (PPC)

•  Paid for inclusion feeds

Offline communications

1  Advertising

2  Personal selling

3  Sales promotion

4  PR

5  Sponsorship

3  Online partnership

•  Affiliate marketing

•  Sponsorship

•  Co-branding

•  Link-building

•  Widget marketing

5  Opt-in e-mail

•  House list e-mails

•  Cold (rented list)

•  Co-branded

•  Ads in third party

  e-newsletters

4  Interactive ads

•  Site-specific media buys

•  Ad networks

•  Contra-deals

•  Sponsorship

•  Behavioural targeting

6  Social media marketing

•  Audience participation

•  Managing social presence

•  Viral campaigns

•  Customer feedback

Offline communication

  6  Direct mail

  7  Exhibitions

  8  Merchandising

  9  Packaging

10  Word-of-mouth

Offline communications

4 

Interactive advertising. Use of online ads such as banners and rich media ads to achieve 

brand awareness and encourage clickthrough to a target site.

5 

Opt-in email marketing. Renting email lists or placing ads in  third-  party e-newsletters or 

the use of an in-house list for customer activation and retention.

6 

Social media marketing. Social media marketing is an important category of digital mar-

keting which involves encouraging customer communications on a company’s own site, 

or a social presence such as Facebook or Twitter, or in specialist publisher sites, blogs and 

forums. It can be applied as a traditional broadcast medium, for example companies can use 

Facebook or Twitter to send messages to customers or partners who have opted in. However, 

to take advantage of the benefits of social media it is important to participate in customer 

conversations. These can be related to products, promotions or customer service and are 

aimed at learning more about customers and providing support, so improving the way a 

company is perceived. (In Chapter 9 we identify six main applications of social media.)

Mini case study 1.3 gives an illustration of how a small start-up business can use the combi-

nation of marketing tools illustrated in Figure 1.8.

Mini case study 1.3

Start‑up brand Tatu Couture designs and manufactures luxury British lingerie which is sold through stock‑

ists in the UK, Paris and New York. Tatu Couture has a unique vision to push the boundaries of design and 

innovation with its  trend‑  setting luxury lingerie and designer body wear. All its goods are manufactured and 

hand finished in the UK.

Tatu uses paid, owned and earned media to expand its global reach

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