It’s interesting reading the chapter on marketing in Cohen’s “Digital History”. Nothing against him or the book, but you can tell it’s already outdated, in spite of it’s valuable information. Cohen talks about Search Engine Optimization (SEO), yet he focuses on Google Ad-Words, something only the larger (i.e. – wealthier) organizations use. If he were (re)writing that section today, Ad-Words would barely rate a mention. Instead, my guess is Cohen would focus on low-to-no cost promotional methods, including social network sites (Facebook, Twitter, etc.), blogs and blog posts utilizing tags, and a myriad of other SEO techniques that are readily available online.