Online communications techniques using paid, owned and earned media to achieve goals of brand awareness, familiarity, favourability and to influence purchase intent by encouraging users of digital media to visit a website to engage with the brand or product, and ultimately to purchase online or offline through traditional media channels such as by phone or in-store.
The six main channels include search engine marketing, social media marketing, email marketing, display advertising, public relations and partner marketing.
See also: Paid digital media, Owned digital media, Earned digital media.