FAQs

Provision of consistent direction for a brand’s online marketing activities and channel integration. The aim being integration of digital and other marketing activities to support overall business objectives.

It defines how various marketing channels integrate and support each other in terms of proportional development and subsequent communications based on their respective merits for the brand and the user base.

It consists of planning and optimising real-time and campaign-focused marketing communication tools which are integrated across various nodes in the customer lifecycle to maximise leads and sales through delivering a seamless integrated customer experience to uplift customer loyalty.

In which advertisers are enabled to target ads towards visitors as they engage with other forms of digital media, including brand websites, mobile apps or other websites on an ad network to encourage one-time buyers to become loyal customers.

When the campaign focuses on building brand awareness, brand consideration and brand preferences, including long-term campaigns.

Cost-per-acquisition (CPA) - It is the cost of acquiring first-time customers or achieving a sale. It is typically limited to the communications cost and refers to cost-per-sale for one-time buyers. Also referred to as cost-per-quote or enquiry. Cost-per-click (CPC) - It is the cost of each click from a referral website to the destination or landing website, usually through search engine redirects in pay-per-click search marketing. Cost-per-thousand (CPM) - Defined by the cost of placing an Ad viewed by 1000 people.

It is also known as distributed denial-of-service (DDoS) attack, usually involving a group of hackers taking control of many ‘zombie’ computers connected to the network whose security has been compromised. This controlled computer, known as botnet, which is then used to make repetitive requests with high frequency to the target server resulting in overloading and prevention of access to other visitors.

The act of controlling the reputation of an organisation through monitoring and controlling messages placed about the organisation.

Qualitative assessments of the effectiveness of digital communication and presence based on direct consumer response and feedback.

Refers to the condition in which a brand pays for text ads to be displayed on the search engine results pages as a sponsored link (usually above, to the right of or below the organic listings) when specific keywords are entered by the search users. Its name is derived from the fact that the marketeer pays each time the hyperlink on the ad is clicked.