1 Online promotion techniques include:

• Search engine marketing - search engine optimisation (SEO) improves position in the natural listings and pay-per-click marketing features a company in the sponsored listings.

• Online PR - including techniques such as link-building, blogging, RSS and reputation management. ^

• Online partnerships - including affiliate marketing (commission-based referral), co-branding and sponsorship.

• Online advertising - using a range of formats including banners, skyscrapers and rich media such as overlays.

• E-mail marketing - including rented lists, co-branded e-mails, event-triggered emails and ads in third-party e-newsletters for acquisition and e-newsletters and campaign e-mails to house lists.

• Viral marketing - developing great creative concepts which are transmitted by online word-of-mouth.

2 Offline promotion involves promoting the web site address, highlighting the value proposition of the web site and achieving web response through traditional media advertisements in print, or on television.

3 Interactive marketing communications must be developed as part of integrated marketing communications for maximum cost-effectiveness.

4 Key characteristics of interactive communications are the combination of push and pull media, user-submitted content, personalisation, flexibility and of course interactivity to create a dialogue with consumers.

5 Objectives for interactive communications include direct sales for transactional sites, but they also indirectly support brand awareness, favourability and purchase intent.

6 Important decisions in the communications mix introduced by digital media include:

• The balance between spend on media and creative for digital assets and ad executions

• The balance between spend in traditional and offline communications

• The balance between investment in continuous and campaign-based digital activity

• The balance of investment in different interactive communications tools.


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Destroying Adwords

Destroying Adwords

Adwords or Pay Per Click advertising is essentially the 21st century equivalent of direct marketing, allowing advertisers to test ideas in hours rather than months. Learn more about Google Adwords and PPC advertising.

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