Online promotion techniques

In this section we will review approaches to online promotion using the different tools of Figure 8.1 from 1 to 6, including search engine marketing, online advertisements, e-mail and other methods of generating visitors to a web site. These techniques are often combined in what is known as a 'traffic-building campaign'; this is a method of increasing the audience of a site using different online (and offline) techniques. The relative importance of the online promotion techniques we will review in this section are indicated by Figure 8.13 (BrandNewWorld, 2004).

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