Where every click is a journey and every impression counts.
A targeted B2B strategy that treats individual high-value accounts as markets of one, essentially putting all your eggs in a few carefully selected baskets. It's the sniper rifle approach versus the shotgun spray of traditional marketing.
The systematic process of increasing the percentage of website visitors who take desired actions, through testing, analysis, and psychological manipulation. Often abbreviated as CRO by people who test button colors with religious fervor.
The budget remaining after a campaign that mysteriously needs to be spent before fiscal year-end, often on questionable initiatives. Use it or lose it money that spawns terrible ideas.
The cost per thousand impressions in advertising, from the Latin 'mille' meaning thousand. It's the pricing model where you pay for eyeballs, whether or not those eyeballs care about what they're seeing.
Publicity gained through promotional efforts other than paid advertising, like press coverage, social shares, or word-of-mouth. It's called 'earned' because you can't buy it—you have to trick journalists into caring about your product launch.
Cutting out the middleman by selling directly to consumers, which sounds great until you realize middlemen existed because direct sales are expensive.
The minimum standard for an ad to count as 'viewed'—typically 50% of pixels visible for at least one second. A bar so low that advertisers celebrate ads nobody actually noticed.
The carefully crafted story you tell to make your brand sound compelling, or the structured account of events that makes people actually care about what happened. It's the difference between 'stuff happened' and 'THIS IS WHAT HAPPENED AND WHY YOU SHOULD FEEL SOMETHING ABOUT IT.'
A curated audience of people who previously interacted with your brand, creating a permission structure to follow them around the internet like a well-intentioned stalker. It's not creepy, it's marketing.
In digital advertising, the competitive auction process where advertisers throw money at platforms like Google and Facebook for the privilege of showing their ads to eyeballs. It's capitalism at its most caffeinated, with algorithms determining in milliseconds who pays what for each ad impression. The highest bidder usually wins, unless the platform's complex quality score decides otherwise—because even ad auctions need participation trophies.
Long-term brand-building activities that won't show measurable results for months or years, requiring faith that someone will eventually care. The opposite of performance marketing's instant gratification.
Content created specifically to flatter influential people or brands in hopes they'll share it with their audiences. Shameless flattery disguised as journalism or analysis.
The organizational structure of a company's brands, products, and services—whether they're independent siblings, a parent-child hierarchy, or one big happy endorsed family. It's the family tree that determines who gets what inheritance.
In marketing, the emotional rush or novelty factor that gets people excited about a product or campaign. A product with 'kick' has the X-factor that makes people actually care instead of just scrolling past. Without it, you're just another forgettable ad in a feed of thousands.
A digital marketplace where publishers and advertisers buy and sell ad inventory in real-time through automated auctions. Imagine the New York Stock Exchange, but instead of trading equity in companies, you're trading the privilege of annoying someone with banner ads.
Marketing yourself as environmentally friendly while your actual practices range from negligible to actively harmful, sustainability theater at its finest. It's slapping a leaf logo on your product while dumping toxic waste out back.
High-production-value flagship content designed to make a big splash and attract massive attention, typically created infrequently. Your marketing team's Avengers movie, budget included.
Small promotional signs attached to retail shelves at product level, literally talking to shoppers at the point of decision. The impulse-buy whisperer of retail marketing.
Buying all available ad placements across a platform or time period to dominate visibility and prevent competitor messaging. Subtle as a highway billboard collision.
The combination of different advertising channels and platforms used in a campaign, from traditional print to digital display to carrier pigeons if your budget allows. It's the marketing equivalent of not putting all your eggs in one basket.
An elaborate marketing presentation or product demo designed more to impress than inform, typically involving excessive showmanship. Substance optional, theatrics mandatory.
An unpublished social media ad that appears in users' feeds without being posted to the brand's timeline. The marketing equivalent of a stealth bomber—you see it once, then it vanishes into the algorithm void.
A series of automated emails that slowly wears down a prospect's resistance over time, like water torture but with subject lines. The idea is that if you email someone enough times, they'll eventually buy something just to make it stop.
In marketing-speak, to actively involve an audience with your brand through interaction, content, or experience. It's corporate jargon for 'please pay attention to us and maybe buy something.'