Web and online (remote encounters) Web 2.0 Search Analytics Email (best results-to-cost ratio) Social networks (engage audiences quickly and cheaply, yet bring rich data) Facebook fan pages Facebook ads Twitter (brands use with caution) Blogs and user-generated content Crowdsourcing Customer relationship management Personal service Build loyalty and trust Customer retention Shared emotional investment Sport marketing should focus on the development and maintenance of long-term relationships with customers than on one-off transactions or exchanges implicit with the 4Ps. Database marketing Segment and target desirable audiences