A1 term

• AffiliateAn affiliate is a partner who promotes your product to their own audience and earns a commission on the sales or sign-ups they send you.

↑

B1 term

• Bottom of the Funnel Content (BOFU)Bottom of the funnel content is the material built for people who are ready to decide: case studies, demos, pricing, the reel and the brief.

↑

C9 terms

• Call to Action (CTA)A call to action is the line that tells the audience what to do next, and the button that makes it easy to do.
• Campaign OptimizationCampaign optimization is the ongoing work of improving a live campaign by testing, measuring and adjusting creative, targeting and spend while it runs.
• Campaign StrategyCampaign strategy is the plan that decides what a campaign is for, who it is talking to, what it will say and where it will run, before any creative is made.
• Competitor ResearchCompetitor research is the study of what rival brands say, make, charge and win, done so you can choose where to be different.
• Conversion FunnelsA conversion funnel is the sequence of steps a person moves through from first noticing a brand to taking the action the brand wants, with fewer people at...
• CRM AgencyA CRM agency helps clients manage customer data, marketing automation, and lead nurturing for growth.
• CRM for Advertising AgencyCRM for an advertising agency is the system an agency uses to track every prospect, client, contact and conversation, from the first hello to the renewal.
• CRM ToolsCRM tools are the software a business uses to hold its contacts, track its sales pipeline and record every conversation with a customer in one place.
• Customer Retention StrategiesA customer retention strategy is the deliberate plan for keeping the customers you already have: buying again, staying subscribed and recommending you to...

↑

D9 terms

• Digital CampaignsA digital campaign is a coordinated push for a brand, product or idea that runs across online channels such as paid social, search, video, email and the web...
• Digital EcosystemA digital ecosystem is the connected set of channels, platforms, content and data through which a brand exists online, designed so that each part feeds the...
• Digital KPIsDigital KPIs are the handful of online metrics a brand chooses to judge whether its marketing is working, such as traffic, conversions, cost per acquisition...
• Digital MarketingDigital marketing is every way a brand reaches, persuades and keeps customers through connected channels, from search and social to email, video and paid...
• Digital Marketing KPIsDigital marketing KPIs are the handful of numbers a brand agrees to judge its online marketing by, chosen so that each one connects a channel's...
• Digital OutreachDigital outreach is the practice of reaching people directly through online channels, from email and social media to creator partnerships and press, to...
• Digital PRDigital PR is public relations aimed at online publications, creators and search engines, earning coverage and links that build a brand's reputation...
• Digital TransformationDigital transformation is the rebuilding of how a business operates, serves its customers and makes decisions around digital tools and data, rather than...
• Display AdvertisingDisplay advertising is paid visual advertising, in the form of banners, images, animations and video units, placed on websites and apps and targeted by...

↑

E3 terms

• E-commerce MarketingE-commerce marketing is the set of tactics that bring shoppers to an online store, turn them into buyers and bring them back, from paid and organic traffic...
• Earned Media TacticsEarned media tactics are the ways a brand gets covered, shared and talked about without paying for the placement.
• Email ToneEmail tone is the personality that comes through in how a brand writes its emails, from the subject line to the sign-off, and it should sound like the same...

↑

F1 term

• FunnelA funnel is a model of the customer journey that follows people from first hearing about a brand to buying from it, with fewer of them at each stage.

↑

G5 terms

• Gated ContentGated content is material a brand only releases after a visitor hands over something in return, usually an email address, so the content doubles as a way to...
• Go-to-market Strategy (GTM)A go-to-market strategy is the plan for how a product or brand will reach its customers, covering who it is for, what it promises, how it is priced and...
• Google AdsGoogle Ads is Google's paid advertising platform, used to reach people through search, shopping, display, video and app campaigns, most often on a...
• Google Merchant CenterGoogle Merchant Center is the free platform where a retailer uploads its product data so its products can appear in Google Shopping, search results and...
• Growth HackingGrowth hacking is a method of growing a product or business through rapid, measurable experiments across marketing, product and data, prioritizing whatever...

↑

I2 terms

• Inbound MarketingInbound marketing is the practice of earning customers by publishing what they are already looking for, so they find the brand instead of the brand chasing...
• Influencer MarketingInfluencer marketing is the practice of partnering with people who have a trusted following, so a brand's message reaches an audience through a voice...

↑

J1 term

• Journey MapA journey map is a visual record of the steps, thoughts and feelings a person goes through while dealing with a brand, product or service over time.

↑

K2 terms

• Key AttributesKey attributes are the few features or qualities that make a product or brand worth choosing, and they anchor its positioning and every message built on it.
• KPI Digital MarketingA KPI in digital marketing is a key performance indicator, a measurable number such as click-through rate, cost per lead, conversion rate or customer...

↑

L1 term

• Landing PageA landing page is a standalone web page built for one audience and one goal, usually the page people arrive on after clicking an ad, an email or a search...

↑

M4 terms

• Market IntelligenceMarket intelligence is the ongoing gathering and analysis of information about a market, including its customers, competitors and conditions, to guide a...
• Market TrendsMarket trends are the sustained directions in which a market is moving, in what people buy, how they buy it and what they expect from brands, observed over...
• Marketing AutomationMarketing automation is the use of software to run repetitive marketing tasks, such as sending emails, scoring leads and triggering messages, automatically...
• Middle of the Funnel Content (MOFU)Middle of the funnel content is the material a brand makes for people who already know it exists and are now deciding whether it is right for them.

↑

N1 term

• NewsletterA newsletter is a regular publication, usually sent by email, that a brand shares with its subscribers to keep them informed and engaged between purchases.

↑

O4 terms

• Omni-Channel ExperiencesAn omni-channel experience is a customer experience in which every channel a brand uses, from stores and websites to apps, social media and customer...
• OmnichannelOmnichannel is an approach to marketing and retail in which every channel a brand uses, online and off, works together as one connected experience for the...
• Opt-In EmailOpt-in email is email marketing sent only to people who have actively agreed to receive it, which builds trust and keeps a brand on the right side of spam...
• Owned Media StrategiesAn owned media strategy is a plan for using the channels a brand controls itself, such as its website, email list, journal, app and video library, to reach...

↑

P4 terms

• Paid Media CampaignsPaid media campaigns are advertising a brand pays to place, across search, social, display, video, audio, out of home and connected TV, to drive awareness,...
• Platform ManagementPlatform management is the ongoing work of running the tools a brand publishes and advertises through, from its content management system to its ad accounts...
• Platform OptimizationPlatform optimization is the work of tuning content, creative and spend to the specific rules, formats and audiences of each platform it runs on.
• Programmatic Media BuyingProgrammatic media buying is the automated purchase of digital advertising, in which software buys individual impressions in real time based on data about...

↑

Q1 term

• Quantitative DataQuantitative data is information expressed as numbers, such as counts, rates, scores and amounts, which can be measured, compared and analyzed statistically.

↑

R1 term

• Retargeting CampaignsA retargeting campaign shows ads to people who have already interacted with a brand, such as visiting its site or watching its video, to bring them back and...

↑

S2 terms

• Search Engine Marketing (SEM) SpecialistA Search Engine Marketing (SEM) specialist plans, runs and optimizes paid search campaigns on platforms like Google Ads, turning what people type into a...
• Strategic Marketing AgenciesA strategic marketing agency is an agency that starts with a brand's business goals and audience, and then plans and executes the branding, content and...

↑