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Social network.

Example sites

● 

Business media site: The Financial Times (www.ft.com) or Mashable (www.mash‑

able.com)

● 

Bank, e.g. HSBC (www.hsbc.com)

● 

Lingerie manufacturer, e.g. Gossard (www.gossard.com)

● 

Management consultants such as PricewaterhouseCoopers (www.pwc.co.uk) and 

Accenture (www.accenture.com)

● 

Beverage manufacturers, e.g. Bacardi.com (www.bacardi.com) and Guinness 

(www.guinness.com)

● 

Travel company, e.g. Thomas Cook (www.thomascook.com)

● 

An  end‑  product manufacturer such as Vauxhall (www.vauxhall.co.uk)

● 

Consumer site, e.g. Yahoo! (www.yahoo.com)

● 

Online retailer such as Amazon (www.amazon.com)

Answers to activities can be found at www.pearsoned.co.uk/chaffey

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Chapter 1 Introduction to digital business and e‑commerce

Different access platforms deliver content and enable interaction through a range of dif-

ferent online communication tools or media channels. Some are  well-  established techniques 

which will be familiar to you, like websites, search engines, email and text messaging. One of 

the most exciting things about working in digital media is the introduction of new tools and 

techniques which have to be assessed for their relevance to a particular marketing campaign.

Recent innovations (which we discuss further in Chapters 8 and 9) include blogs, feeds,