Terminology
A/B Testing: A method to compare two versions of a web page or app against each other to determine which one performs better in terms of engagement, conversion rates, or other metrics.
Brand Awareness: The extent to which consumers are familiar with the qualities or image of a particular brand of goods or services.
Content Marketing: A strategy of creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience, with the objective of driving profitable customer action.
Conversion Rate: The percentage of visitors to a website who take a desired action, like making a purchase or signing up for a newsletter.
Customer Persona: A semi-fictional character that represents your ideal customer, based on market research and real data about your existing customers.
Demographics: Statistical data relating to the population and particular groups within it, used in marketing to identify target audiences.
Email Marketing: The act of sending a commercial message, typically to a group of people, using email, often to promote products, services, or events.
Funnel: A model describing the various stages of a customer’s journey, from the first interaction with your brand to the final goal, usually a sale.
Google Analytics: A web analytics service offered by Google that tracks and reports website traffic and user behavior.
Inbound Marketing: A technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization, and branding.
Keyword: Words or phrases that people use in search engines. In marketing, they are targeted in website content to improve search engine rankings.
Landing Page: A standalone web page, created specifically for a marketing or advertising campaign, where a visitor lands after clicking on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.
Market Segmentation: The process of dividing a target market into smaller, more defined categories.
Native Advertising: A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
Organic Reach: The number of people who see your content without paid distribution. It includes people who are shown your posts in their own feed or because their friends have interacted with you.
Pay-Per-Click (PPC): An online advertising model in which advertisers pay each time a user clicks on one of their online ads.
ROI (Return on Investment): A performance measure used to evaluate the efficiency or profitability of an investment or compare the efficiency of a number of different investments.
Search Engine Optimization (SEO): The practice of increasing the quantity and quality of traffic to your website through organic search engine results.
Target Market: A specific group of consumers at which a company aims its products and services.
Unique Selling Proposition (USP): The factor presented by a seller as the reason that one product or service is different from and better than that of the competition.
Viral Marketing: A business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads.
Webinar: A seminar conducted over the internet. Usually, it’s a live, interactive session, but it can also be a pre-recorded presentation.
Brand Equity: The value a brand adds to a product or service. It’s based on the extent to which customers are willing to pay more for the brand.
Customer Journey: The complete sum of experiences that customers go through when interacting with your company and brand.
Engagement Rate: A metric that measures the level of engagement that a piece of created content is receiving from an audience.
Influencer Marketing: A form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field.
Lead Generation: The initiation of consumer interest or inquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition, or for sales leads.
Omnichannel Marketing: A multi-channel sales approach that provides the customer with an integrated shopping experience, whether the client is shopping online from a mobile device, a laptop, or in a brick-and-mortar store.
Social Media Marketing (SMM): The use of social media platforms and websites to promote a product or service.
Value Proposition: An innovation, service, or feature intended to make a company or product attractive to customers.