• In marketing, there are two types of external communications: traditional marketing communications such as advertising, print publications, radio, TV, billboards, and direct mail; and digital marketing communications such as email, online newsletters, social media, search engine marketing, online newsletters/blogs, and online public relations.
• One of the most significant decisions at the marketing department must make is how to balance an appropriate usage of both traditional and digital communications. Think of what concerns and questions that the marketing director must consider when determining what Digital Communications should be used to support the overall marketing efforts.