Where every click is a journey and every impression counts.
A method of grouping customers by shared characteristics or behaviors within a specific timeframe to track patterns over time. It's essentially marketing's way of figuring out which batch of customers is actually worth keeping around.
The percentage of visitors who complete your desired action, whether that's buying, signing up, or downloading, serving as the ultimate verdict on your marketing effectiveness. It's the number that determines whether you're persuasive or just loud.
An algorithmic technique in programmatic advertising that reduces your bid to just above the second-highest bidder, saving money while still winning auctions. The poker player's bluff applied to ad tech.
Directing marketing messages based on statistical characteristics like age, gender, income, and education—the paint-by-numbers approach to audience segmentation. Simple, measurable, and often wildly reductive.
The single, unified, supposedly accurate version of a customer's data after merging information from multiple sources. In reality, it's the Sasquatch of data management—everyone talks about it, few have actually seen it.
Advertising where you only pay when a specific action occurs—clicks, leads, sales—rather than just hoping brand awareness somehow translates to revenue. It's marketing for people who believe in accountability, or at least pretend to.
Comprehensive, authoritative content pieces that serve as the foundation for your content strategy, with smaller related pieces linking back like remoras on a shark. It's the content equivalent of load-bearing walls.
When print advertising extends beyond the trim edge, or in digital terms, when brands' messaging accidentally spills into each other's territory—awkward both ways.
Scheduling ads to appear only during specific times of day because apparently ads at 3 AM get different results than at 3 PM (and they kinda do).
Marketing's favorite verb for describing any incremental improvement, no matter how modest. Whether it's engagement, sales, or morale, everything gets boosted in corporate communications. It's the professional alternative to saying "make bigger" and sounds way more impressive in quarterly reports.
A negative news story, bad review, or PR crisis that immediately deflates positive momentum from a product launch or campaign. The party-pooper of marketing timelines.
The visible portion of a webpage or email before users have to scroll down. The prime real estate where your most important content lives or dies.
The art of getting people to pay attention to something through media coverage, press releases, and strategic information drops, ideally without having to pay for advertising. It's what happens when your brand does something newsworthy enough that journalists actually care to write about it. Unlike advertising, publicity is theoretically "earned," though publicists would argue they work pretty hard to make it look effortless.
An opinion piece where a publication's editors climb onto their soapbox to tell readers what to think about current events, traditionally unsigned to represent the institution's collective wisdom (or bias). In media, it's also the content side of the business—the journalism and creative work, as opposed to the advertising that actually pays for everything. Editorial calendars plan this content, while editorial independence is the increasingly quaint notion that advertisers don't influence it.
An algorithmic process that identifies new prospects who share characteristics with your existing customers, based on the bold assumption that people who look similar on paper will buy similar things. Statistical stereotyping, but make it marketing.
The distinctive personality and emotional tone a brand uses in all communications, from tweets to customer service emails. It's what makes Wendy's roast people on Twitter while your bank sounds like a lawyer wrote everything—which they probably did.
A statistical analysis technique that quantifies the impact of various marketing activities on sales, using historical data to determine what actually works. It's the marketing equivalent of finally checking the receipts after years of trusting your gut.
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.
Monitoring social media channels for mentions, conversations, and trends related to your brand, competitors, or industry. It's definitely not eavesdropping when it's for business purposes—it's 'market intelligence.'
In B2B marketing, an entire company or organization identified as a good-fit prospect rather than just an individual lead. Abbreviated as MQA, or 'that whole building full of people we want to sell to.'
Products or services produced by one company but rebranded and sold by another under their own name, allowing companies to offer things they didn't actually create. It's business cosplay—everyone pretends you made it, and you pretend that's not weird.
In marketing, a magical word that justifies charging triple the price for produce that bugs have nibbled on. Organic growth or reach means you didn't pay for it directly, making it the social media equivalent of 'all-natural' or 'chemical-free.' When used in digital marketing, it means your content succeeded without ad spend, which is about as rare as finding actual organic products in a regular supermarket.
The portion of a printed ad design that extends beyond the trim edge to ensure no white borders appear after cutting. Because even paper guillotines need a margin of error.
A media scheduling approach where advertising runs in bursts with gaps between flights, as opposed to continuous presence. Perfect for brands that want intermittent relevance and confused consumers.