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SEO

Search Engine Optimisation is the process of developing content that supports a high web page ranking by search engines such as Google.

inbound marketing

A technique for attracting customers to products and services via content marketing, social media marketing, search engine optimization and branding.

through-the-line (TTL)

A combination of above- and below-the-line marketing. Through-the-line is increasing in popularity and effectiveness, as ‘line’ definitions become more blurred from communications channels...

cost per thousand impressions (CPM)

How much advertisers pay for every thousand ads displayed. (CPM stands for cost per mille – mille being Latin for thousand.)

masterbrand

The dominant brand attached to an organisation's products and/or services. Examples include Virgin, Ford, United Nations.

brand personality

A distinctive collection of human characteristics applied to a brand with the aim to produce a consistent experience that resonates with an audience. These traits align how a brand looks, s...