ABSTRACT
This chapter shows one how to build traffic – how to acquire the right visitors to their site or other forms of online presence in order to achieve the right marketing outcomes for them. It briefs on the different digital communications channels including search engine marketing, online public relations (PR), online partnerships, interactive advertising, opt-in email and viral marketing. The chapter also shows how one could succeed with their online communications also means gaining different forms of visibility on partner sites which they are successful in traffic building. It summarizes the traffic-building techniques. It gives a good framework for planning one’s own traffic-building or digital marketing campaign activities. The chapter explores the promotional mix for traffic building typically includes a range of online and offline techniques, each with their own strengths and weaknesses. It describes targeting, techniques and timing the three key aspects of traffic building and their relevance should be assessed for all techniques.
