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Options for companies to reach their audience online

For companies to be successful in their digital communications they must decide how they 

invest their time and budget in the sometimes bewildering range of online communications 

tools. In Chapters 8 and 9 we review these tools in detail, but here is a summary of the main 

options for investment options.

Owned, earned and paid media options

To help develop a strategy to reach and influence potential customers online it has become 

commonplace today to refer to three main types of media channels marketers need to con-

sider (Figure 1.7):