ABSTRACT
Sadly it ’s not always the best products that succeed but rather reasonably good ones that (a) everyone knows about and (b) everyone can easily find when they need them. The same is true of web sites. This chapter shows you how to build traffic – how to acquire the right visitors to your site in order to achieve the right marketing outcomes for you. You will receive a briefing on the different digital communications channels including search engine marketing, online PR, online partnerships, interactive advertising, opt-in e-mail and viral marketing. We will also show you that to succeed with your online communications also means gaining different forms of visibility on partner sites which are themselves successful in traffic building.
