A method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effective... Read more
Above The Fold
The section of a web page that is visible without scrolling.
Ad Targeting
Ad targeting is an approach where advertisers focus on reaching specific audiences, often based on demographics, psychographics and buying and browsing behavio... Read more
Affiliate Marketing
Affiliate marketing is commission-based. Affiliates advertise a business’s products, and commission is paid to the affiliates based on leads or conversions del... Read more
B2B marketing is a collection of techniques for marketing to business buyers. Its goal is to improve lead quality, sales acceptance of leads and conversion rat... Read more
Bandwidth
A measurement of the number of bits conveyed or processed (bit-rate) that are available or consumed in metric multiples of bits per second.
Bounce Rate
Bounce rate is the percentage of sessions where the user loads a webpage and immediately exits without performing any action.
Brand Identity
Brand identity consists of the visible elements of a brand, such as logo, brand name and color, that represent and distinguish the brand in cons... Read more
Brand Strategy
Brand strategy is the integrated plan designed to guide a brand to the achievement of specific objectives.
Clickbait is content whose main purpose is to attract attention and encourage visitors to click on a link to a particular webpage, digital experience or event.... Read more
Cloud Computing
An IT model that enables configurable resources (computer networks, servers, applications, etc.) from users and enterprises to allow computing capabilities, su... Read more
Content Strategy
An effective content strategy helps prioritize and focus content planning, creation, and management efforts by drawing a direct connection between those effort... Read more
Conversion Rate
A conversion rate is the percentage of visitors to a website or landing page who complete a desired action, such as:
Making a purchase
Submitting a form... Read more
Cost per Thousand (CPM)
CPM is the cost per thousand advertising impressions, or views of an advertisement by a person. A $1 CPM means that the price of 1,000 advertising impressions ... Read more
Customer Data Platform
A customer data platform is a marketing technology that unifies a company’s customer data from marketing and other channels to enable customer modeling and to ... Read more
Customer Journey
A customer journey is a tool that helps marketers understand the series of connected experiences that customers desire and needs — whether that be completing a... Read more
Customer Loyalty
Customer loyalty is the degree to which a customer is likely to continue doing business with an organization. Loyalty builds up over multiple interactions and ... Read more
Customer Personas
Customer personas are archetypal representations of existing subsets of your customer base who share similar goals, needs, expectations, behaviors and motivati... Read more
Data security comprises the processes and associated tools that protect sensitive information assets, either in transit or at rest. Data security methods inclu... Read more
Data-Driven Marketing
Data-driven marketing is the use of data acquired through customer interactions and third parties to gain insight on customer motivations, preferences and beha... Read more
Digital Marketing Trends
Digital marketing trends are key changes in the strategic direction of the digital marketing landscape (including the evolution of marketing techniques, consum... Read more
Email marketing is the use of the email channel to deliver and optimize marketing messages — such as brand newsletters or contextually relevant, real-time, per... Read more
Event Marketing
Event marketing is a strategy that includes live and/or virtual promotional events where audiences interact with a product or brand face-to-face; or they engag... Read more
Gamification is the use of game mechanics and experience design to digitally engage and motivate people to achieve their goals. It is important to distinguish ... Read more
Inbound marketing is an approach that leverages “pull” techniques such as content marketing, social media and search engine optimization to attract customers a... Read more
Influencer Marketing
Influencer marketing is a type of social media marketing that involves mentions and endorsements of brands and/or products by individuals who exert influence o... Read more
Information Architecture
Information architecture refers to the enterprise architecture (EA) activities that define a company’s business information assets, as well as the assets’ sour... Read more
A landing page is a webpage that is targeted to a specific marketing promotion. Users are typically directed to the landing page via an SEO search result, mark... Read more
Lead Generation
Lead generation is the process of collecting a set of contacts from prospective buyers with a goal to nurture and qualify them as sales opportunities to grow t... Read more
Lead Nurturing
Lead nurturing is an increasingly automated approach used to help potential leads progress through the sales funnel and their buying journey. Lead nurturing is... Read more
Marketing automation is software that assists marketers with customer segmentation, customer data management and campaign management. It provides marketers wit... Read more
Marketing Benchmarking
Marketing benchmarking is the measurement of how a company, brand or product is performing, either compared to competitors or against best practices in the mar... Read more
Marketing Channel
A marketing channel is the people, organizations and activities that make goods and services available for use by consumers. It transfers the ownership of good... Read more
Marketing Communications (Marcom)
Marketing communications (also known as marcom) is the messages and media that marketers use to communicate with target markets. Examples of marketing communic... Read more
Marketing Intelligence
Marketing intelligence is a category of marketing dashboard tools that an organization uses to gather and analyze data to determine its market opportunities, m... Read more
Marketing Key Performance Indicators (KPIs)
Marketing key performance indicators (KPIs) are specific, numerical marketing metrics that measure progress toward a defined goal within marketing channels. Ex... Read more
Marketing Planning
Marketing planning is an approach for clearly and decisively planning direct marketing campaigns by defining organizational objectives and deploying programs t... Read more
Marketing Strategy
A marketing strategy is a plan designed to achieve a defined marketing goal, generally to reach a particular audience of consumers and convert them into custom... Read more
Marketing Technology
Marketing technology (also known as martech) is a set of software solutions used by marketing leaders to support mission-critical business objectives and drive... Read more
Native advertising is paid media designed to blend in with its surrounding editorial context by matching stylistic and/or thematic elements. It includes paid c... Read more
Net Promoter Score
Net Promoter Score (NPS) is a KPI used to assess overall customer satisfaction and how likely customers are to recommend a company to a peer or colleague. The ... Read more
Niche Market
A niche market is one in which there are few providers of a product or service.
Paid media refers to external marketing efforts that involve a paid placement, such as pay-per-click advertising, branded content and display ads. Paid media i... Read more
Paid Social
Paid social is the practice of displaying sponsored advertising content on third-party social networking platforms with the goal of targeting specific customer... Read more
Performance Marketing
Performance marketing is an online marketing and advertising program in which advertisers pay marketing companies only when a specific action is completed, suc... Read more
Programmatic Advertising
Programmatic advertising enables marketers to target audiences using more detailed parameters. Technologies such as programmatic advertising platforms provide ... Read more
Proximity Marketing
Proximity marketing is a tactic that allows marketing leaders to target potential consumers with advertising content based on their current location. Proximity... Read more
A qualified lead is a prospect who has been generated by the marketing team, evaluated by the sales team and fits the profile of an ideal customer with the int... Read more
Retargeting is the use of website trackers to target visitors elsewhere — for example, with display ads or email marketing — and lure them back to complete the... Read more
Return on Investment
Return on investment (ROI) is the financial gain generated from an expenditure. ROI is expressed as a percentage or ratio (the realized financial gain divided ... Read more
Search engine optimization (SEO) is the use of techniques to improve qualified traffic to webpages. SEO analyzes the nature and intent of searches to deliver h... Read more
Social Media Marketing
Social media marketing is the use of social media platforms to connect with audiences to build the company’s brand, increase sales and drive website traf... Read more
User experience (UX) is the sum of the effects caused by a person using a digital solution. UX efforts concentrate on the experience people have when interacti... Read more
Word of mouth, also known as customer advocacy, is the act of customers spreading positive or negative opinions about a company’s products, services or brand.
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