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Step 2 – Make the Most of your Contacts

In this phase, we were keen to ensure that Tatu Couture could conduct their own email campaigns using free 

provider, Mailchimp. During this process we also consolidated their contact data into a new Tatu Couture 

Mailchimp account, and set up a website ‘sign up’ so that new prospects could be captured.

Step 3 – Promote (for free when possible!)

In addition to the email campaigns, we identified several  low‑  cost or no‑cost promotion options:

● 

Google Merchant (aka Google Shopping/Google Product Search). In order to increase online presence 

we were keen to feed Tatu Couture products into Google Shopping, particularly as this was still a free 

Figure 1.9

Tatu Couture

Source: from www.tatucouture.com, Tatu Couture.

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Chapter 1 Introduction to digital business and e‑commerce

The second part of the definition of digital marketing shows that it should not be the 

technology that drives digital marketing, but the business returns from gaining new custom-

ers and maintaining relationships with existing customers. It also emphasises how digital 

marketing does not occur in isolation, but is most effective when it is integrated with other 

communications channels such as phone, direct mail or face-to-face. The role of the Internet 

in supporting