Where every click is a journey and every impression counts.
A geographic region defined by TV market reach—now used for targeted advertising to reach people in specific cities or regions even if they can't see your ads on TV.
The concept that human attention is a scarce resource that competing ads fight over—making advertising increasingly expensive just to be noticed.
A person who bears such a striking physical resemblance to someone famous that they're hired to impersonate them at parties, or followed by confused paparazzi. The budget version of celebrity cloning.
Brief windows when someone's intent to act is highest—catching them right when they're deciding to buy, search, or share.
A word or phrase preceded by '#' that categorizes content and enables discoverability on social media. A democratic tagging system that devolved into corporate spam within five years.
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.
Google's proposed replacement for third-party cookies using privacy-preserving technologies like Federated Learning of Cohorts. It's a sandbox for you, not for your data.
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.
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.
The percentage of people who see your ad and actually click it, calculated as clicks divided by impressions. It's the metric that separates ads people tolerate from ads people actively ignore.
Google's targeting option for people with demonstrated interests in specific topics. Less creepy than behavioral targeting, only slightly.
A controlled test measuring changes in brand perception, awareness, or purchase intent resulting from advertising exposure. The expensive research that proves your ads mostly don't work as advertised.
The carefully curated visual representation of a person, brand, or product designed to manipulate your perception and make you like them. Sometimes it bears zero resemblance to reality.
The cost to display your ad to 1,000 people, regardless of whether they click it. The advertiser's relationship with a brick wall—you pay to exist, whether anyone looks or not.
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.
The organized chaos of deciding what to wear based on what celebrities wore six months ago. A trillion-dollar industry built on convincing humans that last season's colors are now morally wrong.
A simple metric asking customers how likely they are to recommend your company (0-10 scale). Scores above 50 are excellent, scores below 0 mean you've failed.
A 1x1 invisible image or JavaScript code placed on websites to track user behavior, conversions, and retargeting data. The tiny digital footprint that creates a giant surveillance network.
Marketing touchpoints occurring outside traditional tracking channels (dark social, word-of-mouth, offline conversations) that influence conversions but remain invisible to analytics. The conversion credit you'll never get.
Something that was already made by someone else and is therefore available for immediate use without your input. In fashion, it's the alternative to custom tailoring; in business, it's the escape route from actually thinking about originality.
A system allowing users to authenticate across multiple platforms with one login, convenient for users and a gold mine for marketers tracking behavior. It's basically opt-in surveillance that people appreciate.
Stock Keeping Unit - a unique identifier for a product variant, crucial for inventory and sales tracking. It's the number that makes you realize you have 247 'different' versions of the same thing.