Where every click is a journey and every impression counts.
A series of emails or content designed to move prospects through the sales funnel by providing relevant information at each stage. It's patience, automated.
That slick 3-5 second branded animation your network airs obsessively before content, usually featuring some minimalist logo design that cost more than your annual salary. It's the visual equivalent of a corporate throat-clear.
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 lead that matches your ideal customer profile and has engaged with your marketing. It's not a customer yet, but they're not random either.
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.
Statistical characteristics of a population (age, gender, income, location, education) used to define and target audience segments. The lazy marketer's first attempt at precision.
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.
Google's system for handling analytics and advertising when users don't consent to tracking. It measures conversions without personally identifying people.
Showing ads to people who have already visited your website but didn't convert—digital stalking with a polite veneer and a display network budget.
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.
Automated buying of premium inventory directly from publishers, skipping auction-based exchanges—like programmatic advertising but somehow both more efficient and more complicated.
The amount of money an advertiser pays for each click on their ad—the bill arrives one disappointment at a time.
Visitors who find your website through unpaid search results or social media—the validation your marketing team desperately needs without having to spend more money.
A rectangular advertisement displayed on a webpage, usually ignored by 99.95% of viewers but somehow still a multi-billion dollar industry.
Using data science to predict which users are most likely to take a desired action—basically treating humans like a statistical model and hoping they cooperate.
An exclusive auction where publishers offer premium inventory to select advertisers at negotiated prices—the velvet rope version of ad exchanges.
The total revenue a customer generates over their entire relationship with a company, minus acquisition costs. The metric that separates sustainable businesses from the ones burning VC money hoping something sticks.
When different departments (sales, marketing, product) don't share information or work together—essentially organizational dysfunction with a trendy name.
Connecting online and offline user data using logged-in identifiers rather than probabilistic guessing—basically asking people who they are instead of playing statistical poker.
A word or phrase that triggers an ad to appear in search results—basically your best guess at what someone is typing when they're ready to buy.
The cultural phenomenon where something so hilariously terrible becomes wildly popular *because* it's entertaining in its awfulness. It's intentional irony meets mainstream success, where critics and fans collapse into the same audience. Rebecca Black and Jersey Shore are its patron saints.
The obsessive practice of analyzing every step of the customer journey to find where you're hemorrhaging potential buyers, then slightly tweaking button colors.
Marketing strategies designed to work without relying on invasive tracking, because apparently GDPR and iOS updates weren't subtle enough hints.