Objectives of knowledge management

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