Where every click is a journey and every impression counts.
A psychological marketing tactic where advertisers convince you that buying a product literally transforms you into a cooler, better version of yourself. It's why people name their cars and spend more on vehicle maintenance than their own healthcare. The dark art of making consumers believe they don't just own the product—they ARE the product.
A comprehensive document dictating exactly how a brand should be presented, from logo placement to approved adjectives. It's the brand police manual ensuring global consistency while crushing the creativity of anyone who dares color outside the lines.
A psychological pricing tactic where an initial high price makes subsequent prices seem more reasonable by comparison. It's why software shows you the $999/month enterprise plan first, making the $99/month option feel like a steal.
A media scheduling approach where advertising runs in bursts with gaps between flights, as opposed to continuous presence. Perfect for brands that want intermittent relevance and confused consumers.
The gradual erosion of factual accuracy in marketing claims through iterative copywriting until statements become technically false. The telephone game played with compliance.
The pretentious way of saying 'I picked these things' that makes your personal choices sound like a museum exhibition. Originally meant for actual curators managing art collections, now it's slapped on everything from Spotify playlists to food truck festivals. It's taste and selectivity rebranded as expertise, turning your morning routine into a 'curated experience.'
A prospect who's shown enough interest to warrant sales attention but hasn't quite committed, occupying that precious limbo between 'downloaded a whitepaper' and 'actually wants to talk to someone.' The marketing team's way of saying 'we've done our part, now it's your turn' to sales.
The video-sharing behemoth that transformed from a humble startup into the verb we use for watching literally anything online. Originally just a platform for uploading cat videos and people hurting themselves, it's now a critical marketing channel where brands desperately try to 'go viral' and influencers hawk protein powder. Every marketer's presentation now includes a 'YouTube strategy,' which usually means posting their TV commercial and hoping for the best.
When print advertising extends beyond the trim edge, or in digital terms, when brands' messaging accidentally spills into each other's territory—awkward both ways.
The button/link/desperate plea begging users to do something—click, buy, sign up—basically the entire point of your ad compressed into two words.
Scheduling ads to appear only during specific times of day because apparently ads at 3 AM get different results than at 3 PM (and they kinda do).
Targeting extremely high-value enterprise clients that could transform your business with a single deal. The Moby Dick approach to sales, obsession included.
An advanced programmatic advertising technique where multiple ad exchanges bid on inventory simultaneously before the ad server is called, maximizing publisher revenue. It's like having multiple auction houses compete for your antique vase instead of just going with one.
A sequential content marketing approach where each piece builds on the previous, leading audiences from awareness to conversion. Like a choose-your-own-adventure book, but with more CTAs.
A visualization of the customer journey from awareness to purchase, shaped like a funnel to represent how most prospects leak out at every stage. It's a diagram that makes your conversion problems look geometric and therefore somehow more acceptable.
Paid advertising on search engines, primarily Google, where you bid on keywords to appear when people search for things. It's the practice of paying to skip the line in search results, assuming you can outbid your competitors.
Marketing channels you control directly, like your website, blog, or email list, as opposed to rented space on platforms that could change their algorithms tomorrow. It's the digital equivalent of owning versus renting, with similar arguments about long-term value.
A physical advertising placard used to display products or promotions in retail environments, back when 'going viral' meant your display was visible from multiple aisles. The analog ancestor of today's digital signage, typically featuring aggressive fonts and starburst shapes screaming about sales. Still surprisingly effective at catching the attention of customers who've developed immunity to banner ads.
The actual cost to acquire one customer after all is said and done—the metric that separates marketing theater from marketing accountability.
Static or animated rectangular advertisements typically appearing at the top, side, or bottom of web pages. The original internet advertising format that nobody clicks but everyone still buys.
The practice of directing your marketing efforts, messaging, or campaigns toward a specific audience segment with surgical precision—or at least the intention to do so before analytics reveal you missed wildly.
The limit on how many times an individual user will see the same ad within a given time period. Preventing your target audience from developing homicidal thoughts about your brand.
A marketer who focuses exclusively on rapid user acquisition through unconventional tactics, often ignoring sustainability or brand building. A marketer who thinks rules are suggestions.
The practice of inserting your brand into breaking news or trending topics to hijack attention for marketing purposes. Opportunism disguised as timely relevance.