Know-How Exchange : E-Marketing

Yes. Tools include webinars, videos, podcasts, blog posts, articles, sales letters, and copywriting.

Then there's the offer, the establishment of value, risk reversal, reasons why, testimonials, guarantees, and the logical flow that builds up to the payment gateway.

Then there's the delivery (through download or the shipping of physical goods), and service ticketing.

Then (and often, just before the transaction and sometimes just after the credit card details have been offered but BEFORE the transaction) there are what are known as pre and post transactional upsets, cross sells, and associated affiliate offers of similar, complimentary, and niche related goods and services.

In terms of IM used for advertising, again, more videos, banners, affiliate sales, authority building, testimonials, social proof, and the application of Cialdini's Six Principles of Influence (read more here: https://www.mindtools.com/pages/article/six-principles-influence.htm).