Objectives of knowledge management

Online
TV
Friends and
Family
Brick and
Mortar
Stores
Print Media
The impact of electronic communications on traditional businesses 
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7
Chapter 1
Introduction to digital business and e‑commerce
Inbound marketing is powerful since advertising wastage is reduced. 
Search marketing
, 
content marketing
and 
social media marketing
can be used to target prospects with a 
defined need – they are proactive and self- selecting. But this is a weakness, since marketers 
may have less control than in traditional communications where the message is pushed out 
to a defined audience and can help generate awareness and demand. Advocates of inbound 
marketing such as Dharmesh Shah and Brian Halligan argue that content, social media and 
search marketing do have a role to play in generating demand.