Tools

The array of marketing devices is wide and the list below is by no means exhaustive. Integrity is much more important than any tool individually; to meet the goal, we usually need to combine different means, including both the virtual world and real world. Key to success is an integral, well designed and goal-oriented campaign.

Web site optimation for search engines (SEO) and search engine marketing
Presence in directories
Profiling and choosing target groups
Community marketing via specific sites, forums, blogs
Viral marketing and community PR
Database marketing, which typically means personalized e-mail to precisely defined target groups
Consumer games, send-to-friend schemes and other excitement-driven models
Web site personalization
Web advertising: text ads, banners, video ads
Real world advertising