Where every click is a journey and every impression counts.
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.
Psychological hot buttons marketers press to provoke specific emotional responses that drive action—fear, joy, anger, or FOMO. The puppet strings of persuasion, ethically questionable but demonstrably effective.
The hierarchical framework organizing your marketing messages from core positioning down to tactical proof points. It's the blueprint ensuring everyone isn't just making up shit as they go along.
The supposed core soul of a brand distilled into a pithy sentence that goes on expensive consultant presentations and is immediately forgotten.
Unsolicited direct mail that everyone hates but somehow still works because occasionally human brains malfunction and respond to offers.
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.
Shifting something from one position to another, or in music, moving a piece to a different key while maintaining its structure. In business and strategy, transposition means rearranging elements to achieve better results or adapt to new contexts.
The amount of money you must spend to acquire a single customer, a number that usually makes your CFO weep.
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.
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.
A narrow, elevated stage where models strut their stuff to prove that walking in a straight line is apparently a learned skill. The fashion industry's answer to a balance beam, but with more attitude and significantly higher heels.
The mechanical or digital process of reproducing content—whether text, images, or integrated circuits—onto a surface or substrate. In marketing, the actual production phase where your meticulously designed campaigns finally become tangible.
Information about what someone is searching for, researching, or actively trying to solve. It's basically reading minds but with cookies and browser history.
Marketing Qualified Lead—a prospect deemed worthy of sales attention based on arbitrary criteria marketing invented to prove they're doing their job. May or may not actually want to buy anything.
The percentage of your audience that actually interacts with your content, serving as a ruthless reality check on how much people care about your brand's musings. It's the difference between shouting into the void and having an actual conversation.
The percentage of shoppers who add items to their online cart then flee before completing purchase, usually hovering around a soul-crushing 70%. It's the digital equivalent of people filling their shopping basket then just walking out of the store.
When potential customers add items to their online cart but leave without completing the purchase. It's the digital equivalent of filling a physical cart, then abandoning it in the cereal aisle and leaving the store.
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.
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.'
The percentage of a customer's total spending in a category that goes to your brand, measuring loyalty in dollars rather than sentiment. The ultimate relationship status metric.
When blog posts and content gradually become less relevant and stop generating traffic—your evergreen content compost pile.
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.
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.