Where every click is a journey and every impression counts.
The practice of encouraging customers to purchase a more expensive or upgraded version of what they're already buying. It's the art of making people feel inadequate about their original choice.
A methodology for ranking prospects based on their perceived value and likelihood to convert, assigning points for behaviors and demographics. It's hot-or-not for potential customers, but with spreadsheets.
A semi-fictional representation of your ideal customer based on research and data, complete with demographics, behaviors, and a name like 'Marketing Mary' or 'Developer Dan.' It's an imaginary friend who justifies your marketing decisions.
In medical terms, how aggressively a disease can mess you up. In marketing, how quickly and devastatingly a campaign can spread (for better or worse). The measure of potency, whether it's a virus destroying cells or a brand message destroying your competitor's market share.
Social media content with integrated purchasing capabilities, allowing impulse buyers to complete transactions without leaving the platform. It's Instagram's answer to QVC, turning mindless scrolling into mindless spending.
An algorithmic technique in programmatic advertising that reduces your bid to just above the second-highest bidder, saving money while still winning auctions. The poker player's bluff applied to ad tech.
Marketing strategies targeting your competitors' customers directly, often by bidding on their brand names in search ads or comparing products head-to-head. The polite term for poaching.
Republishing your content on third-party platforms to reach wider audiences, like licensing reruns of your hit show to other networks. Efficiency gains meet brand dilution concerns.
The practice of determining which touchpoints deserve credit for a conversion, attempting to solve marketing's eternal question: 'Which half of my advertising is working?' Spoiler: there are no perfect answers.
An experimental method to measure whether your marketing actually caused an outcome or if it would have happened anyway. It's the uncomfortable question every CMO avoids: did we waste our money?
Any marketing channel where you pay for placement or exposure, from Google ads to billboards. It's the straightforward 'give us money and we'll show your stuff' approach that makes traditional advertising feel honest by comparison.
Dividing audiences based on psychological attributes like values, attitudes, interests, and lifestyles rather than just demographics. It's the difference between targeting '35-year-old males' and 'anxiety-ridden millennials seeking validation through consumer choices.'
Placing ads based on the content of the page rather than user tracking, showing car ads on automotive sites instead of following users around. It's the old-fashioned targeting approach that's suddenly new again as privacy regulations tighten.
The systematic evaluation of competitors' strategies, strengths, and weaknesses to inform your own marketing approach. It's professional stalking with PowerPoint deliverables.
Using automated technology and algorithms to purchase digital ad inventory in real-time, replacing human media buyers with machines that work faster and complain less. It's the robot apocalypse, but for ad placement.
The first brand that comes to mind when a consumer thinks of a particular product category. It's the ultimate marketing achievement: occupying mental real estate rent-free.
A sudden decrease in quantity, participation, or performance, or the place where you abandon your kids/packages/passengers for someone else to deal with. In business metrics, it's that terrifying moment when your chart takes a nosedive and you need to explain to your boss why engagement fell off a cliff. Also conveniently describes what happens to New Year's gym memberships by February.
The corporate equivalent of getting a makeover and pretending you're a completely different person—changing a company's name, logo, or image to distance from past failures or chase new markets. It's what happens when focus groups decide your perfectly good brand needs $2 million worth of "refreshing." Sometimes transformative, often just expensive window dressing on the same old product.
A specialized market segment so specific that you're either a genius for discovering it or desperately grasping at straws. It's where businesses go to avoid competing with Amazon by selling something like artisanal yak wool iPhone cases. The sweet spot between 'untapped opportunity' and 'there's probably a reason nobody else is doing this.'
The cost to deliver 1,000 ad impressions, abbreviated as CPM where 'M' is the Roman numeral for 1,000 because marketing loves needlessly confusing acronyms. It's the pricing model that treats eyeballs as commodities.
Software that automatically sends emails, scores leads, and nurtures prospects based on behavioral triggers, allowing marketers to annoy people at scale without manual effort. It's how brands pretend mass communication is personalized.
The percentage of visitors who complete your desired action, whether that's buying, signing up, or downloading, serving as the ultimate verdict on your marketing effectiveness. It's the number that determines whether you're persuasive or just loud.
Attracting customers through valuable content and experiences rather than interrupting them with ads, based on the revolutionary concept that people prefer being helpful to being sold to. It's content marketing with better branding, coined by HubSpot to sell software.
A targeted B2B strategy that treats individual high-value accounts as markets of one, essentially putting all your eggs in a few carefully selected baskets. It's the sniper rifle approach versus the shotgun spray of traditional marketing.