Page 278 - SBL Integrated Workbook STUDENT 2018

Chapter 21

Using e-business

4.1 Acquiring customers

The following are commonly used methods use in e-business to acquire new
customers:

 search engine marketing e.g. pay-per-click

 online PR e.g. business blogs

 online partnerships e.g. affiliate marketing

 interactive adverts e.g. using pop-ups from banner adverts

 opt-in emails

 viral marketing

 evaluating online behaviour i.e. targeting customers based on purchasing
frequency, recency and monetary value

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