Digital marketing knowledge hub

Affiliate marketing

What is online partnership?

Different forms of partnerships include link building, affiliate marketing, aggregators such as price comparison sites and co-branding. Learn more.

What is affiliate marketing?

Affiliate marketing is a ‘pay-per-performance’ method. It’s a commision-based arrangement where the merchant pays when they make the sale or get a lead.

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B2B marketing

Customer acquisition B2B

Key differences in applying tools such as search engine marketing, online PR and affiliate marketing for B2B customer acquisition are listed here.

B2B customer retention strategies

Three areas of B2B relationship marketing activities are: post-sales customer relationship management, market research and knowledge sharing.

Types of e-procurement models

Main types of e-procurement models: e-sourcing, e-tendering, e-informing, e-reverse auctions, e-MRO and web-based ERP. Learn more here.

What is a B2B marketplace?

B2B independent e-marketplace is an online platform operated by a third party which is open to buyers or sellers in a particular industry.

Internet adoption

The internet became an important channel for promoting relationship with customers and provided other opportunities to transform businesses. Learn more.

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Online PR

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Pay-per-click advertising

SEO and PPC synergy

SEO is effective is in its long-term viability as a low-cost acquisition model. PPC offers instant gratification.

Pay-per-click advertising tips

Find out the 10 top tips form paid marketing success. First, define your goals and objectives before you start any paid search campaigns.

PPC best practice guide

Search engines have made setting up PPC campaigns really easy. There are plenty of tools to help you establish, monitor, optimise your campaign.

How to optimize PPC?

As well as considering the cost-per-click (CPC), you need to think about the conversion rate when the visitor arrives at your site.

How PPC advertising works?

The search engines take relative click-through rates of the ads dependent on their position into account when ranking the sponsored links.

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Search engine marketing

SEO innovations

Search engines are always innovating in their quest to deliver that optimum search experience to each and every user who types in a query.

International SEO

Universal search is a term coined by Google to describe a fundamental change in the way it presents its web search results.

SEO outsourcing

If you want to fast-track traffic to your site, then bringing in a professional search marketing consultancy can pay real dividends.

What is black hat SEO

Less ethical practitioners attempt to exploit every loophole they can find in order to ‘game’ the engines, increase their rankings and drive traffic.

Mobile SEO

Mobile search is most definitely here and it is consuming more and more marketing dollars every month.

Local SEO solutions

While all of the factors that apply to regular SEO also impact local SEO, local comes with a few unique elements.

Indexing in SEO

What are potential reasons for not gaining complete index inclusion? How can companies check the index inclusion?

Search engine submission

How to submit your site for search engines? Most existing companies will be automatically included in search, but it’s not the same for new companies.

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Digital marketing strategy

Introduction to marketing planning process

Planning is everything. Planners role is to define product’s distinctive identify and purpose. Careful planning enables a firm to speak in a clear voice in the marketplace so that customers…

Strategic, functional and operational planning

Planning occurs at three levels: strategic, functional and operational. Strategic planning Strategic planning is the managerial decision process that matches the firm’s resources (such as financial assets and workforce) and…

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Web analytics

How to measure performance?

Organisations define a measurement framework which defines grouping of specific metrics used to access digital marketing performance.

What is web analytics?

Techniques to collect metrics include the collection of site visitor activity data such as that stored in web analytics systems and in site log files.

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Web development

What is an effective website?

Website must deliver relevance and satisfactory online experience for its audience, support and add value to the brand to deliver results for the company.

Website development process

The main tasks are as follows: pre-development tasks, analysis and design, content development testing, publishing or launching the site.

Website prototype

Prototypes are trial versions of a website that are gradually refined through an iterative process to become closer to the final version.

Website localization meaning

Customer-centricity for website design is the decision whether to include specific content for particular countries. This is referred to as localization.

Benchmark competitor websites

Benchmarking of competitors’ websites is vital in positioning a website to compete effectively with competitors that already have websites.

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