Where every click is a journey and every impression counts.
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.'
The practice of scheduling ads or content to run during specific times of day when target audiences are most active. Because showing cereal ads at 3 AM is generally suboptimal.
When positive attributes of one product or campaign positively influence perception of the entire brand. The rising tide that lifts all boats, or the one good kid that makes the parents think they're doing something right.
Basic, always-on content that answers common questions and maintains consistent brand presence. The vegetables of content marketing—not exciting, but necessary.
The phenomenon where repeated exposure to the same advertisement causes declining performance as audiences develop immunity to your creative genius. Your ad doesn't suck; people are just tired of your face.
An untapped market space with little to no competition, as opposed to 'red ocean' markets soaked in competitor blood. The mythical promised land every marketer claims they've discovered.
Compensatory advertising inventory provided when campaigns underdeliver on promised impressions or performance. The media equivalent of 'sorry we ruined your wedding, here's a gift card.'
Using natural language processing to determine whether customer feedback, social mentions, or reviews express positive, negative, or neutral opinions about your brand. It's teaching computers to detect sarcasm, which goes about as well as you'd expect.
A targeted marketing effort attempting to re-engage customers who've stopped buying, typically through discounts and guilt-inducing subject lines like 'We miss you.' It's the commercial equivalent of texting your ex at 2am.
A menu of prices influencers charge for various types of content and promotions, from Instagram stories to YouTube integrations. It's like a restaurant menu, except the prices are negotiable and a single post costs more than a Michelin-star dinner.
The total cost of winning a new customer, including all marketing and sales expenses divided by the number of customers acquired. Also known as CAC, or 'the metric that determines whether your business model is brilliant or just elaborate money-burning.'
The deliberate crafting of how a brand occupies a distinct place in the consumer's mind relative to competitors, usually involving flowery language about being 'authentic' and 'innovative.' It's astrology for products, except with focus groups.
The art of slicing your audience into neat little boxes so you can target them with laser precision. Marketers love this term because it makes dividing people into demographics sound scientific rather than slightly creepy. Think of it as organizing humans like a well-arranged charcuterie board.
In graphic design and content marketing, a highlighted excerpt or quote pulled from the main text and displayed prominently to grab attention from people who refuse to read full articles. Think of it as the literary equivalent of waving your arms and shouting "LOOK AT THIS PART!" It's journalism's admission that nobody actually reads anymore.
When a channel partner or retailer requests inventory or marketing support from a larger vendor based on pre-negotiated terms. Essentially the corporate equivalent of calling in a favor you're contractually owed.
Using GPS or RFID to create virtual geographic boundaries that trigger targeted marketing when someone enters the area. It's like having an invisible fence that alerts you to send ads to anyone who walks past your competitor's store.
The two fundamental metrics of advertising campaigns: reach measures how many unique people see your ad, while frequency measures how many times they see it. The eternal balancing act between annoying everyone once versus annoying some people repeatedly.
Technology that automatically assembles personalized ads from various creative components based on user data, serving different headlines, images, and calls-to-action to different people. Mass customization meets surveillance capitalism in a beautiful, algorithmically-optimized dance.
The strategic process of determining where, when, and how frequently to place advertising to reach target audiences effectively. It's like planning a military campaign, except the objective is getting people to buy laundry detergent.
That promotional card, coupon, or leaflet strategically stuffed into magazines, packages, or direct mail that inevitably falls out and clutters your coffee table. In marketing and publishing, inserts are additional materials slipped into existing products to advertise, inform, or annoy. They're the reason you can never read a Sunday newspaper without creating a paper avalanche.
A fictional representation of your ideal customer, complete with a name, photo, and backstory, created to help marketers remember they're selling to humans and not just demographic data. It's imaginary friends for adults with marketing budgets.
A snippet of code that tracks website visitors so you can haunt them with ads across the internet. The technology that makes people think you're literally reading their minds.
A mathematical framework for assigning credit to various marketing touchpoints that led to a conversion, because apparently one person needs to get the glory even when seventeen different campaigns were involved. Think of it as the participation trophy debate of digital marketing.
A customer account that's technically active but generates no revenue or engagement, cluttering your metrics like digital dead weight. They're not users, they're ghosts.