I think its fair to say that a lot of communication techniques are no longer just used by one particular role, but are now employed by different communication practitioners for the collective benefit of: informing the customer, creating engagement and winning a fair share of their online spend.
Take SEO (Search Engine Optimisation) for example, is that just the tool of the online marketer these days?
No, it now has implications for:
- The writing of press releases
If your PR agency is not thinking about the ways to make Press Releases more SEO friendly, then I suggest you need to reconsider your PR agency
- Conversions metrics
For most eCommerce websites, customers convert differently depending upon whether they come via the main (organic) links or via the pay-per-click adverts down the side.
- Others (e.g. User Experience)