Objectives of knowledge management

Digital marketing
This has a similar 
meaning to ‘electronic 
marketing’ – both 
describe the management 
and execution of 
marketing using 
electronic media such 
as the web, email, IP 
TV and mobile media in 
conjunction with digital 
data about customers’ 
characteristics and 
behaviour.
● 
The Hitwise Data Centers (e.g. www.hitwise.com/us/resources/data‑center) available 
for Australia, Canada, France, Hong Kong, Singapore, New Zealand, UK, and US.
Visit each of the sites below and then indicate which of the five categories of online 
presence are their primary and secondary focus:
1 
Transactional e‑commerce site.
2 
Services‑ oriented relationship‑ building website.
3 
Brand‑ building site.
4 
Portal or media site.
5 
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
M01_CHAF6542_06_SE_C01.indd 18
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19
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,