Objectives of knowledge management

Options for companies to reach their audience online
For companies to be successful in their digital communications they must decide how they 
invest their time and budget in the sometimes bewildering range of online communications 
tools. In Chapters 8 and 9 we review these tools in detail, but here is a summary of the main 
options for investment options.
Owned, earned and paid media options
To help develop a strategy to reach and influence potential customers online it has become 
commonplace today to refer to three main types of media channels marketers need to con-
sider (Figure 1.7):