Where every click is a journey and every impression counts.
The cost of reaching 1,000 people with an advertisement, where advertisers pay for impressions regardless of engagement. It's essentially paying people to see your ad and then ignore it.
Opportunistically inserting your brand into trending conversations (e.g., 'Newsjacking'), often with cringe-worthy results. It's the marketing equivalent of that uncle who tries too hard to stay relevant.
Comparing performance metrics from one year to the same period the previous year, smoothing out seasonal variations. It's the growth metric that lets you brag despite potentially going sideways.
The document telling creative teams exactly what to make and how it should communicate—basically a cage for creative people.
Additional sales directly attributable to your campaign versus a control group—isolating what your marketing actually added.
An advertising model where you only pay when someone clicks your ad. It's gambling but with spreadsheets.
In data retrieval and marketing analytics, the percentage of all relevant content your search or campaign actually captures. High recall means you found everything; low recall means you're basically Googling blindfolded and hoping for the best.
The total potential revenue opportunity for your product or service, basically the number used to make investors excited and boards comfortable. It's rarely based on defensible market research.
A video of someone opening and reviewing a product, turned into a genuine marketing channel that somehow became an entire genre. It's the TikTok phenomenon where people watch others open packages.
A sudden, overwhelming attack or rapid-fire offensive strategy—whether literal warfare, marketing campaigns, or the way your boss handles Monday morning emails. Chess players also use it to describe fast-paced games where you make decisions faster than your brain can actually process them.
A bundled collection of tools, resources, or pre-made components designed to make someone's job easier (or appear easier than it actually is). Marketing kits often promise 'everything you need' but require three PhD degrees and a weekend of work to actually use properly.
Potential customers who've shown interest by providing contact info—basically everyone who isn't ignoring you yet.
The cost of acquiring a specific user action—whether purchase, signup, or download—paying only when people actually do something.
A marketing phenomenon where a product everyone in your bubble swears is popular gets discontinued within a week due to abysmal actual sales—a humbling reminder that your friend group's opinions don't represent market reality. Named after a marketing theorist, it's the universe's way of deflating hype.
The cost to acquire one new user, calculated by dividing total acquisition spending by users acquired. It's basically your efficiency metric, and you're probably underestimating it.
The distinct set of psychological and social characteristics that define an individual or brand—what makes you, well, you. In marketing, it's the carefully curated persona that sells the product alongside the product itself.
A person engaged in the act of purchasing goods—the lifeblood of retail. Also, the name for those coupon-laden community newspapers that somehow end up in everyone's mailbox.
Overwhelming someone or a system with excessive volume of something—be it data, requests, marketing messages, or literal water. The goal is saturation; the result is usually chaos or capitulation.
Inactive accounts or deleted user profiles that persist in analytics and reporting, inflating your actual user base. They're the ghost accounts that haunt your CAC calculations.
Brief windows when someone's intent to act is highest—catching them right when they're deciding to buy, search, or share.
A semi-fictional character representing your ideal customer—basically a detailed stereotype you convince yourself is data-driven.
The total amount of money thrown at advertising—basically your marketing budget burning in real-time.
A minimal landing page focused entirely on capturing email addresses, stripping away everything but the value proposition and email field. It's the landing page that pretends to have no other agenda.
When someone actually does what you want—buy, sign up, call—the rare moment that justifies your entire marketing spend.