Where every click is a journey and every impression counts.
A good or service created and sold to customers; the physical or digital manifestation of your company's promise wrapped in packaging and shipped out the door.
In marketing, the person responsible for crafting narratives that make products sound like epic journeys rather than simple transactions. Modern marketers have elevated this to an art form, transforming soap into a 'personal wellness experience' and coffee into a 'morning ritual.' Also applies to game masters in tabletop RPGs and, let's be honest, anyone who's ever exaggerated on a resume.
The now-penalized practice of cramming as many keywords as possible into content to manipulate search rankings, reflecting the quaint era when search engines were dumber than a bag of hammers. A relic of SEO's wild west days that occasionally still appears in content written by people who stopped learning in 2006.
The combination of different advertising channels and platforms used in a campaign, from traditional print to digital display to carrier pigeons if your budget allows. It's the marketing equivalent of not putting all your eggs in one basket.
The art of assigning credit to various marketing touchpoints in a customer's journey, often sparking heated debates about which channel deserves the glory (and budget). Think of it as marketing's version of dividing credit for a group project where everyone claims they did the most work.
The holy grail of marketing where you transform casual browsers into paying customers, or skeptics into believers. It's the art of turning window shoppers into wallet openers through a carefully orchestrated dance of persuasion, psychology, and sometimes sheer annoyance. Every marketer's favorite verb and every CFO's favorite metric.
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.
Selling products by associating them with the lifestyle customers want rather than the one they have, dangling the carrot of a better version of themselves. The reason luxury brands show yachts instead of minivans.
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.
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.
The percentage of people who see your ad and actually click it—a vanity metric that makes marketers feel important until they check conversion rates.
When blog posts and content gradually become less relevant and stop generating traffic—your evergreen content compost pile.
A crude measure of how many humans eyeballs are looking at your ad—basically a less scientific way of saying 'impressions' that sounds cooler in meetings.
That beautiful moment when incompetence masquerades as brilliance and somehow works out. Often followed by management asking you to replicate the accident as if it were intentional strategy.
In business contexts, a hierarchical structure that's theoretically stable but often resembles a financial house of cards. Most famous for the multi-level marketing version, where enthusiastic salespeople discover they're actually the ones being sold to. The Egyptian kind at least has the decency to last 4,500 years.
The tally, result, or numerical outcome of counting things—the what-you-got after the tallying is done. In marketing metrics, count is your basic unit of measurement: impressions, clicks, conversions, or whatever you're obsessing over this quarter.
Traditional marketing where you push messages to audiences uninvited (ads, cold calls, emails), the kind that makes everyone uncomfortable but somehow still works.
A single photograph extracted from video footage, usually because the moving image was too blurry or unflattering to use. The advertising world's way of pausing life to make it look better.
The measurement and analysis of website visitor behavior and interactions. It's how you discover what you're doing wrong with hard data.
Marketing activities designed to create awareness and interest in your product, typically at the top of the funnel. It's the art of getting people to realize they have a problem you can solve.
Showing ads featuring the exact products users viewed on your website, because subtle doesn't work when you're already being invasive.
The total profit you'll extract from a customer over the entire relationship, assuming they don't leave for a competitor next quarter.
The measurable outcome or impact of a marketing campaign, creative execution, or strategic initiative. Basically, the proof that your brilliant idea actually moved the needle, or didn't.
Technology that enables publishers to automatically sell their ad inventory to the highest bidder across multiple demand sources. The yang to the demand-side platform's yin, or more accurately, the auctioneer to the DSP's buyer.