A01 chaf6542 06 se fm indd

Partner networks

Publisher editorial

Influencer outreach

Word-of-mouth

Social networks

Digital properties

Website(s)

Blogs

Mobile apps

Social presence

Atomisation of conversations

through shared APIs

and social widgets

Paid

placements

Paid

media

Owned

media

Earned

media

Atomisation

of content

into ads

You can see in Figure 1.7 that there is overlap between the three different types of media. 

It is important to note this, since achieving this overlap requires integration of campaigns, 

resources and infrastructure. Content on a content hub or site can be broken down (atom-

ised) and shared between other media types through 

widgets

 powered by program and data 

exchange APIs such as the Facebook API.

The six key types of digital media channels

There are many online communications techniques which marketers must review as part of 

their digital business communications strategy or as part of planning an online marketing 

campaign. To assist with planning, Chaffey and Smith (2012) recommend reviewing the six 

main types of 

digital media channels

 for reaching audiences shown in Figure 1.8. Note that 

offline communications should also be reviewed for their role in driving visitors to a com-

pany website or social network presence.