Objectives of knowledge management

Step 2 – Make the Most of your Contacts
In this phase, we were keen to ensure that Tatu Couture could conduct their own email campaigns using free 
provider, Mailchimp. During this process we also consolidated their contact data into a new Tatu Couture 
Mailchimp account, and set up a website ‘sign up’ so that new prospects could be captured.
Step 3 – Promote (for free when possible!)
In addition to the email campaigns, we identified several low‑ cost or no‑cost promotion options:
● 
Google Merchant (aka Google Shopping/Google Product Search). In order to increase online presence 
we were keen to feed Tatu Couture products into Google Shopping, particularly as this was still a free 
Figure 1.9
Tatu Couture
Source
: from www.tatucouture.com, Tatu Couture.
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Chapter 1
Introduction to digital business and e‑commerce
The second part of the definition of digital marketing shows that it should not be the 
technology that drives digital marketing, but the business returns from gaining new custom-
ers and maintaining relationships with existing customers. It also emphasises how digital 
marketing does not occur in isolation, but is most effective when it is integrated with other 
communications channels such as phone, direct mail or face-to-face. The role of the Internet 
in supporting