As I see it, they are all part of the overall online customer acquisition process. Each one has a part to play in contributing to the eventual aim of the website (customer sign-up, purchase, forum contribution, etc.).
One of the more familiar references for customer marketing and acquisition is AIDA, an acronym for
Attention, Interest, Desire and Action.
Now, although there are 4 different states given here, there are 3 key areas of customer activity. And these areas then map to the 3 disciplines of: PR, Marketing and Conversion:
- PR is mainly involve with gaining initial Attention & Interest
- Marketing covers all 4 states, but acts by turning Attention & Interest into Desire & Action
- Conversion is concerned with optimising the path of those who already have an Interest & Desire through to carrying out the required Action