How to use the internet as a communication tool

Communication tool in digital marketing

There are many ways to use a internet as a communication tool.

1. Owned media- this is media owned by the brand. online, this includes a company's on websites, blogs, mobile apps for their social presence on Facebook, LinkedIn, Google+, Twitter or YouTube. Offline-owned media may include brochures on retail stores.

2. Earned media- Traditionally, earned media has been the name given to publicity generated through PR invested in targeting influencers to increase awareness about a brand. Earned media also includes word of mouth that can be stimulated through viral and social media marketing and includes conversations in social networks, blogs and other communities. It's useful to think of earned media as developed through different types of partners such as publishers, bloggers and other influencers including customer advocates. Think of earned media as different forms of conversations occurring both online and offline; this still all require investment.

3. Paid media- Paid or bought media are media where there is investment to pay for visitors, reach or conversions through  search, display ad networks or affiliate marketing. Offline traditional media like print and TV advertising and direct mail remain important, accounting for the majority of paid media spend.

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