Where every click is a journey and every impression counts.
The amount of money you must spend to acquire a single customer, a number that usually makes your CFO weep.
The price of showing your ad to 1,000 people, regardless of whether they notice, care, or develop sudden amnesia about your brand.
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.
The helpful little key at the bottom of a map or chart that explains what all those mysterious symbols and colors actually mean. Without it, you're just staring at meaningless squiggles and wondering if the purple blob is a lake or a category error.
A Silicon Valley term for marketing on a budget, dressed up to sound like you're breaking into a mainframe. In practice, it usually means spamming people on LinkedIn and calling it a strategy.
Your brand's percentage of the total conversation or advertising in your category compared to competitors. Basically measuring who's yelling the loudest in a crowded room.
Finding top-performing content in your niche and creating something demonstrably better, taller, and more comprehensive to outrank it. The marketing equivalent of one-upping your neighbor's Christmas lights.
The visible portion of a webpage or email before users have to scroll down. The prime real estate where your most important content lives or dies.
Information a company collects directly from its own customers through owned channels, increasingly precious in a post-cookie world where tracking strangers is frowned upon. The marketing equivalent of growing your own vegetables instead of buying them from sketchy data brokers.
In marketing and advertising, a single instance of an ad being displayed, regardless of whether anyone actually looked at it or immediately scrolled past. Digital marketers obsess over impressions like they're collecting Pokemon, even though an impression doesn't guarantee anyone's eyeballs actually made contact. It's the vanity metric that makes your campaign look successful before you check the click-through rate.
A delightfully meaningless marketing buzzword invented by the snowmobile industry to make their products sound cutting-edge and innovative. It's what happens when corporate types need to describe how well a snowmobile snowmobiles but can't just say "it works good." The vehicular equivalent of saying a phone has great "phonability."
Content created by customers rather than brands, including reviews, photos, and testimonials. The marketing equivalent of getting the audience to write your material while you take credit and occasionally moderate death threats.
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.
Following a user around the internet to remind them of that product they looked at once, because apparently digital amnesia is unacceptable.
When blog posts and content gradually become less relevant and stop generating traffic—your evergreen content compost pile.
A lead that marketing thinks is ready for sales, usually with zero correlation to what sales actually wants—basically a participation trophy of the B2B world.
In marketing and analytics, the act of using data to craft a persuasive narrative that proves your point (whether the data fully supports it or not). It's the art of selective truth-telling with charts that make up the story you want to tell.
A negative news story, bad review, or PR crisis that immediately deflates positive momentum from a product launch or campaign. The party-pooper of marketing timelines.
Software that automates repetitive marketing tasks like email campaigns, social posting, and lead nurturing, freeing marketers to focus on strategy—or more realistically, to set up even more automated campaigns. The robot uprising, but for email.
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 practice of comparing two versions of marketing content by showing each to separate audience segments to determine which performs better. It's the scientific method applied to banner ads and subject lines.
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.
Physical marketing materials delivered via postal service, the analog dinosaur that refuses to go extinct because it still converts. What millennials call 'junk mail' and what marketers call 'tangible touchpoints.'