Three main objectives and tactics 1. user online and offline promotion to drive quality visitors or traffic to a web site
2. use on-site communications to deliver an effective a required marketing outcome through conversion marketing
3. integrate all communications channels to help achieve marketing objective by suporting mixed-mode buying.
Considerable facts in the communications mix introduced by digital media
The balance between:
1. spend on media and creative for digital assests and ad executions
2. spend on traditional and offline communications
3. Investment in diferent interactive communications tools
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