A variety of mechanisms were trialled, includ‑ ing the use of e‑zines, search engine optimisation (SEO) and Web content built around appropriate end user ‘buzz words’. Use of pay-╉ per-╉ click...

A variety of mechanisms were trialled, includ‑ ing the use of e‑zines, search engine optimisation (SEO) and Web content built around appropriate end user ‘buzz words’. Use of pay-╉ per-╉ click (PPC) advertising within search engines also proved a use‑ ful mechanism for attracting new customers.