Objectives of knowledge management

Search engine 
optimisation (SEO)
A structured approach 
used to increase the 
position of a company 
or its products in search 
engine natural or organic 
results listings (the main 
body of the search 
results page) for selected 
keywords or phrases.
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Chapter 1
Introduction to digital business and e‑commerce
Figure 1.8
Digital and offline communications techniques
Website
and social
presences
Online communications
2 Online PR
• 
Publisher outreach
• 
Community participation
• 
Media alerting
• 
Brand protection
1 Search marketing
• 
Search engine
optimisation (SEO)
• 
Paid search
Pay-per-click (PPC)
• 
Paid for inclusion feeds
Offline communications
1 Advertising
2 Personal selling
3 Sales promotion
4 PR
5 Sponsorship
3 Online partnership
• 
Affiliate marketing
• 
Sponsorship
• 
Co-branding
• 
Link-building
• 
Widget marketing
5 Opt-in e-mail
• 
House list e-mails
• 
Cold (rented list)
• 
Co-branded
• 
Ads in third party
e-newsletters
4 Interactive ads
• 
Site-specific media buys
• 
Ad networks
• 
Contra-deals
• 
Sponsorship
• 
Behavioural targeting
6 Social media marketing
• 
Audience participation
• 
Managing social presence
• 
Viral campaigns
• 
Customer feedback
Offline communication
6 Direct mail
7 Exhibitions
8 Merchandising
9 Packaging
10 Word-of-mouth
Offline communications
4 
Interactive advertising. Use of online ads such as banners and rich media ads to achieve 
brand awareness and encourage clickthrough to a target site.
5 
Opt-in email marketing. Renting email lists or placing ads in third- party e-newsletters or 
the use of an in-house list for customer activation and retention.
6 
Social media marketing. Social media marketing is an important category of digital mar-
keting which involves encouraging customer communications on a company’s own site, 
or a social presence such as Facebook or Twitter, or in specialist publisher sites, blogs and 
forums. It can be applied as a traditional broadcast medium, for example companies can use 
Facebook or Twitter to send messages to customers or partners who have opted in. However, 
to take advantage of the benefits of social media it is important to participate in customer 
conversations. These can be related to products, promotions or customer service and are 
aimed at learning more about customers and providing support, so improving the way a 
company is perceived. (In Chapter 9 we identify six main applications of social media.)
Mini case study 1.3 gives an illustration of how a small start-up business can use the combi-
nation of marketing tools illustrated in Figure 1.8.
Mini case study 1.3
Start‑up brand Tatu Couture designs and manufactures luxury British lingerie which is sold through stock‑
ists in the UK, Paris and New York. Tatu Couture has a unique vision to push the boundaries of design and 
innovation with its trend‑ setting luxury lingerie and designer body wear. All its goods are manufactured and 
hand finished in the UK.
Tatu uses paid, owned and earned media to expand its global reach
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