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ZMOT

Zero Moment of Truth is a term coined by Google to describe the critical moment when a consumer decides to make a purchase after researching a product or service online. By understanding th...

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

robots.txt

A text file placed in a website directory that directs search engine robots (spiders and crawlers) which pages to index and which to omit.

brand associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.

brand promise

The unique proposition/benefit/value the brand promises to deliver to its audiences. This statement asserts what people can expect from it. Fulfilling promises builds a stronger reputation...

brand positioning

The locating of a brand among defined competitors and/or in people’s minds to ensure distinction, and relevance to stakeholders. The positioning includes real competitive differences as wel...