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GLOSSARY
Affiliate Marketing
A marketing arrangement by which an online retailer pays commission to an external website for traffic or sales generated from its referrals.
Analytics
The systematic computational analysis of data or statistics used to gather insights and measure the performance of a website or marketing campaign.
B2B (Business to Business)
Refers to a situation where one business makes a commercial transaction with another.
B2C (Business to Consumer)
A marketing arrangement by which an online retailer pays commission to an external website for traffic or sales generated from its referrals.
Brand Messaging
Intentional definition and translation of a product, company, culture, etc. designed to engage, increase brand awareness, and further develop the relationship with the target market.
Brand Awareness
The extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.
Brand Equity
The value derived from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.
Call to Action (CTA)
A prompt on a website or in an advertisement that tells the user to take some specified action, such as "Call Now," "Find Out More," or "Visit a Store Today."
Content Marketing
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
Content Strategy
The planning, development, and management of written or digital media content to achieve specific business objectives.
Conversion Rate
The percentage of visitors to a website who complete a desired goal (a conversion) out of the total number of visitors.
Customer Acquisition Cost (CAC)
The cost associated in convincing a customer to buy a product/service, calculated by dividing total acquisition expenses by total new customers over a specific time period.
Customer Relationship Management (CRM)
The practices, strategies, and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving customer service relationships and assisting in customer retention and sales growth.
Demographics
Statistical data relating to the population and particular groups within it. In marketing, it is used to identify and target key customer segments by variables such as age, gender, income, education, etc.
Digital Marketing
The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media.
Engagement Rate
A metric that measures the level of engagement that a piece of created content is receiving from an audience. It shows how much people are interacting with the content.
Influencer Marketing
A form of social media marketing involving endorsements and product placements from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field.
Lead Generation
The process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.
Market Research
The activity of gathering information about consumers' needs and preferences to help create a product or service that precisely meets their wants.
Market Segmentation
The process of dividing a broad consumer or business market into sub-groups of consumers (known as segments) based on some type of shared characteristics.
Marketing
The process of promoting and selling products or services, including market research and advertising.
Omni-channel Marketing
A multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the client is shopping online from a mobile device, a laptop, or in a brick-and-mortar store.
PPC (Pay-Per-Click)
An advertising model in which advertisers pay a fee each time one of their ads is clicked.
Positioning
The effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind.
ROI (Return on Investment)
A measure used to evaluate the efficiency or profitability of an investment.
SEO (Search Engine Optimization)
The practice of increasing the quantity and quality of traffic to your website through organic search engine results.
Social Media Marketing
The use of social media platforms and websites to promote a product or service.
Target Market
A specific group of consumers at which a company aims its products and services.
USP (Unique Selling Proposition)
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 marketing technique that uses social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes.
Visual Brand
A unique design, sign, symbol, color, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.