Glossary

The four key elements of marketing: Product, Price, Place, and Promotion. They help structure marketing strategies effectively.

A marketing framework addressing Who, What, Where, When, and Why. Helps define the Target Audience and plan campaigns effectively.

A method of comparing two versions of an ad, Landing Page, or email to determine which performs better based on Metrics like clicks or conversions.

A B2B strategy focusing on targeting and personalizing marketing efforts for specific high-value accounts.

The process of attracting and converting new customers to your Brand or Product.

The Content of an ad, including text, visuals, or videos, aimed at persuading the Audience to take action.

A collection of ads that share the same Target Audience, budget, and bidding strategy within a Campaign.

A platform for creating, managing, and analyzing advertising campaigns on Meta platforms like Facebook and Instagram.

A paid message designed to promote a Product, Service, or Brand to a Target Audience.

A company that creates, plans, and manages advertising campaigns for brands to reach their marketing goals.

The total amount of money allocated for running advertising campaigns over a specific period.

A structured series of ads aimed at achieving specific marketing goals, such as increasing sales or generating leads.

A performance-based Marketing Strategy where businesses reward affiliates (partners) for driving Traffic or sales through their promotional efforts.

A marketing model outlining the steps a customer goes through: grabbing Attention, building Interest, creating Desire, and prompting Action.

An attribute in an HTML image tag describing the Content of an image. Improves accessibility and SEO.

The process of collecting and analyzing data to measure the performance of campaigns, websites, or Content. Key for optimizing marketing efforts.

Clickable text in a hyperlink, often containing Keywords, that links to another page.

A technology that overlays digital elements onto the real world. In marketing, AR can enhance customer experiences, like trying products virtually.

The average income generated from each customer over a specific time period. Useful for assessing customer value.

The average time it takes to close a sale, from initial contact to final purchase. Shorter ASD often leads to faster revenue generation.

Mass marketing activities that target a wide Audience through channels like TV, radio, and billboards. Focused on building Brand Awareness.

The group of people exposed to a Brand's message or Content. Includes everyone who interacts with or views marketing materials.

Automatically tracked interactions on a website, such as clicks or page views, without needing manual setup.

A detailed representation of your ideal customer, including demographics, behavior, and preferences, used for targeted marketing.

Transactions or marketing activities between businesses, such as selling products or services to other companies.

Transactions or marketing activities between a business and individual consumers, such as retail or Online shopping.

A trade where businesses exchange goods or services without using money. Useful for conserving cash and building partnerships in marketing.

Large volumes of structured and unstructured data collected from various sources. In marketing, it helps understand customer behavior, predict trends, and personalize strategies.

A set spending limit after which an advertiser's payment method is charged for their ad campaigns.

Using nature-inspired designs or processes in marketing or Product development to create sustainable and innovative solutions.

A decentralized and secure digital ledger. In marketing, it can improve transparency, protect data, and track ad spending more accurately.

A regularly updated section of a website featuring articles or posts to engage audiences and improve SEO.

Creating a new, untapped market with little or no competition. Focused on innovation and value creation.

A plan or strategy for how a business creates, delivers, and captures value, including revenue streams and Customer Engagement.

The decision stage in the Marketing Funnel, where prospects are ready to convert. Content like demos, free trials, or offers helps close the deal.

Taking innovative, risk-taking approaches in marketing strategies to stand out and drive impactful results.

A Paid Promotion of a social media post to increase its reach and engagement beyond organic performance.

The percentage of website visitors who leave after viewing only one page. A high Bounce Rate may indicate poor engagement.

A name, logo, or identity that differentiates a Product or Service from competitors. It's what customers recognize and trust.

An in-depth analysis of a Brand's Online presence, including its website, social media, SEO, and Content performance, to identify strengths, weaknesses, and opportunities.

The level of familiarity and recognition that a Target Audience has with your Brand. High awareness leads to trust and preference.

Two or more brands partnering to create a joint Product, Service, or Campaign that benefits both by leveraging their audiences and strengths.

The value a Brand holds in the minds of consumers, based on perceptions, loyalty, and recognition.

he perception customers have about a Brand. It includes emotions, associations, and reputation tied to the Brand.

Customers' consistent preference for and repeated purchases of a specific Brand over competitors.

A professional responsible for building, maintaining, and enhancing a Brand's image, strategy, and market position.

Promoting a Brand as a whole rather than specific products, focusing on building awareness, trust, and loyalty.

The foundation of a Brand's identity, including its mission, vision, values, and messaging, which guides all marketing efforts.

Defining how a Brand is perceived in the minds of customers compared to competitors. It emphasizes unique benefits, values, or qualities that set it apart.

The perception and trust customers have about a Brand, shaped by its actions, quality, and interactions with its Audience.

A narrative that explains a Brand's Purpose, history, and values. It emotionally connects with customers and differentiates the Brand.

he process of creating and maintaining a strong Brand identity through design, messaging, and Customer Experience to build loyalty and recognition.

A concise document outlining the goals, Audience, and requirements for a marketing project, providing clear direction for the team.

Targeted marketing activities like events, direct mail, or promotions, aimed at specific customer groups to drive engagement and conversion.

Short, non-skippable ads of up to 6 seconds designed to deliver quick, impactful messages and boost Brand recall.

A tool by Meta (formerly Facebook) for managing multiple pages, ad accounts, and permissions in one place.

An all-in-one platform by Meta for managing social media accounts, including posts, messages, insights, and ads.

A person or business purchasing a Product or Service. Understanding buyers' needs is key to marketing effectively.

A fictional representation of your ideal customer, including their demographics, behaviors, and needs, used to guide marketing strategies.

The agreement or intent from a customer or account to proceed with a purchase or partnership.

The cost of acquiring one customer, calculated by dividing marketing and sales expenses by the number of new customers.

A coordinated set of marketing activities designed to achieve a specific goal, like increasing sales or Brand Awareness.

The total number of customers who regularly interact with or buy from your business.

The level of interaction and connection customers have with your Brand through activities like clicks, shares, or purchases.

An automated tool that simulates conversations with users, often used for customer Service or Lead Generation.

A Visual representation of a customer's interaction with a Brand at every stage, from awareness to purchase and beyond. It helps improve the Customer Experience.

An action where a user interacts with an ad by clicking on it, leading to further engagement like visiting a website.

Attention-grabbing headlines or visuals designed to encourage users to Click on a link, often with exaggerated claims.

The individual or business purchasing products or services from a company. Clients are central to all marketing efforts.

Software used to create, manage, and publish digital Content, like WordPress or Drupal. Simplifies website updates without coding.

Unsolicited phone calls to potential customers to promote products or services and generate leads.

Sending unsolicited emails to potential customers to introduce a Product or Service and start a conversation.

The mediums used to deliver marketing messages, such as social media, email, websites, TV, or print.

Creating and nurturing a group of loyal customers or fans who interact with the Brand and each other. Strengthens relationships and encourages advocacy.

A process where a company compares its products, services, or strategies with competitors to identify strengths, weaknesses, and opportunities for improvement.

A concept showing the relationship between a company, its competitors, and customers. Success depends on being better or more attractive to customers than competitors.

Another company that sells similar products or services and targets the same customers. Competing businesses fight for market share.

The process of studying competitors' strengths, weaknesses, and strategies to identify opportunities and position your Brand effectively.

A company that offers products or services that enhance or add value to your business offering. For example, apps that complement a smartphone.

Focusing on a single Product or market to maximize resources and efficiency. For example, targeting one specific country or customer group.

An individual who uses or consumes a Product or Service. Not always the one who purchases it.

The study of how people make decisions to buy, use, or dispose of products and services. Includes factors like preferences, emotions, and social influences.

Creating and sharing valuable, relevant Content to attract and retain an Audience and drive profitable actions.

Improving Content for better performance in search engines and user engagement. Includes Keyword usage, readability, and multimedia.

A structured schedule of what Content to create, when to post it, and where to publish it. Ensures consistency and aligns with marketing goals.

A plan for creating, publishing, and managing Content to achieve specific marketing goals, like Brand Awareness or Lead Generation.

A company outsources production to a foreign manufacturer while maintaining control over Product design and Branding. It reduces production costs.

Engaging with customers through real-time conversations, often via chatbots, live chat, or messaging apps, to build relationships and drive sales.

Ads designed to encourage users to take specific actions, such as making a purchase, signing up, or downloading an app.

A Lead that converts through a specific action, like booking a demo or starting a free trial, indicating strong purchase intent.

The process of improving a website or Landing Page to increase the percentage of visitors who complete a desired action.

Legal protection for original Creative works, such as images, text, or videos, preventing unauthorized use or Distribution.

The cost incurred for a specific action taken by a user, such as a purchase, sign-up, or download. Formula: Total Ad Spend / Total Conversions.

The cost an advertiser pays for each Click on their ad. Formula: Total Ad Spend / Number of Clicks.

The cost of generating one Lead. Formula: (Total Campaign Spend) / (Number of Leads Generated).

How much value a customer believes they get from a Product or Service compared to its cost. High CPV means customers feel it's worth the price.

The percentage of users who complete a desired action, such as making a purchase or signing up, out of the total number of users.

A bot used by search engines to scan and index websites for ranking in search results.

The Visual or textual Content of an ad, such as images, videos, or copy, designed to grab attention and engage the Audience.

An attitude that encourages innovation, out-of-the-box thinking, and finding unique solutions to marketing challenges.

The ability to generate unique ideas and innovative solutions, essential for developing standout marketing campaigns.

Software or systems used to manage and analyze customer interactions to improve relationships, sales, and Retention.

A collaboration between two or more brands to promote each other's products or services to reach a broader Audience. Example: co-branded campaigns.

A Marketing Strategy that integrates multiple platforms (e.g., social media, email, and websites) to provide a consistent Customer Experience.

Tracking user interactions across multiple domains to understand their journey and behavior.

Leveraging a large group of people (often Online) to gather ideas, Content, or solutions for marketing or Product development.

When businesses take responsibility for their impact on society and the environment. CSR includes actions like reducing waste, supporting communities, and ethical practices.

A business strategy where a company creates economic value while addressing social or environmental issues. For example, improving working conditions while increasing productivity.

Television connected to the internet, allowing ads to target viewers on streaming platforms like Hulu or YouTube.

A group of users created from your data, such as email lists, website visitors, or app users, for targeting ads.

Specific actions tracked on a website (e.g., completing a purchase or filling out a form) that are defined and optimized for in ad campaigns.

A person or business that purchases a Product or Service. Customers may or may not be the end-users.

The process of attracting and converting new customers through various marketing strategies.

Strategies to increase revenue from existing customers, such as upselling, cross-selling, or offering premium services.

The overall impression customers have of a Brand based on interactions across all touchpoints. A positive experience leads to satisfaction and loyalty.

The complete process a customer goes through with a Brand, from initial awareness to purchase and post-sale interactions.

Specific problems or challenges customers face that your Product or Service can solve. Addressing these effectively drives Customer Satisfaction and loyalty.

The ability to keep existing customers engaged and loyal to a Brand over time through excellent Service and value.

A measure of how happy customers are with a Product, Service, or experience, often gauged through surveys or ratings.

Dividing your Audience into smaller groups based on shared characteristics like demographics, behaviors, or preferences.

Ensuring customers achieve their desired outcomes with your Product or Service, focusing on long-term satisfaction and loyalty.

Assistance provided to customers to resolve issues or answer questions about a Product or Service.

Marketing strategies designed around the customer's needs, preferences, and behaviors to create personalized experiences and build loyalty.

A company environment where all strategies, processes, and decisions prioritize Customer Satisfaction and long-term relationships.

A framework or mindset focused on taking immediate action to achieve results, often applied in agile marketing practices.

Paid ads that do not appear on a Brand's Public timeline but are shown to targeted audiences only.

The process of analyzing raw data to extract insights and trends. Marketers use it to make informed decisions and improve Campaign performance.

A continuous flow of data from a website or app into Analytics platforms like GA4.

Using data and Analytics to guide marketing strategies, improve campaigns, and better understand customer behavior.

The level of interest or need for a Product or Service in the market. Higher Demand often means more sales opportunities.

Marketing efforts aimed at creating awareness and interest in a Product or Service, driving new leads into the Sales Funnel.

A meta tag providing a summary of the webpage. Appears in search results under the title and impacts Click-through rates.

A problem-solving approach focused on understanding user needs, brainstorming Creative solutions, and testing them iteratively.

A feature in Ads Manager allowing advertisers to target audiences based on specific demographics, behaviors, or interests.

The current age where technology and digital tools dominate marketing strategies, including social media, Online advertising, and e-commerce.

Marketing efforts using digital channels like websites, social media, email, and search engines to reach and engage customers effectively.

A business offering similar products or services targeting the same Audience. Example: Coca-Cola vs. Pepsi.

A Marketing Strategy targeting specific audiences through personalized communication, such as email, SMS, or direct mail.

The process of delivering products to customers through various channels, such as retailers, wholesalers, or directly Online.

Expanding into new products, services, or markets to spread risk and increase growth opportunities. For example, offering a new Product line or entering a new region.

Selling products in a foreign market at a price lower than their production cost or domestic price to gain market share. Often considered unfair competition.

Publicity gained through organic mentions, shares, or reviews, rather than paid advertising.

The financial and economic conditions affecting a business, including factors like inflation, interest rates, and unemployment.

The process where countries reduce trade barriers and increase cooperation, creating larger markets. Examples include free trade agreements and customs unions.

A theory that customers compare their expectations with their actual experience. Positive experiences Lead to satisfaction, while unmet expectations cause dissatisfaction.

A method of explaining complex topics in very simple terms, as if to a 5-year-old. Useful for simplifying marketing concepts.

Sending promotional or informative emails to a targeted Audience to nurture leads and encourage conversions.

New or evolving technologies like AI, blockchain, or IOT that are transforming marketing practices and enhancing customer experiences.

Building a Brand identity that connects with customers on an emotional level, fostering loyalty and deeper relationships.

The person or entity that ultimately uses the Product or Service, even if they didn't purchase it.

User reactions, such as likes, comments, shares, or clicks, showing interaction with your Content or ad.

Tools and platforms used to attract and keep your Audience interested, such as social media posts, newsletters, or webinars.

Tailoring marketing messages, offers, and experiences to individual customers based on their preferences, behavior, or data.

Selling products directly to a foreign market, either through distributors or directly to customers. It's a low-risk entry strategy.

Improving a website's authority and ranking through off-site activities like building backlinks and social media promotion.

A framework for prioritizing accounts in ABM based on Fit, Intent, Recency, and Engagement.

Specific actions or interactions (e.g., purchases, sign-ups) tracked by the Facebook Pixel to measure Campaign performance and refine targeting.

Using Facebook's tools and features to promote products or services through ads, posts, and Audience engagement.

A tracking tool that collects data on user interactions with a website, helping optimize ad campaigns and retarget users.

Technology-driven financial services, such as Online payments or digital banking. In marketing, Fintech solutions simplify customer transactions and improve user experiences.

A customer-focused model emphasizing how marketing, sales, and Service teams work together to drive growth by turning happy customers into advocates.

The main business in a supply chain or network driving decisions, coordinating efforts, and interacting with customers. For example, a leading Brand managing suppliers and distributors.

The foundation of marketing: Product, Price, Place, and Promotion. They help structure marketing strategies effectively.

Allowing another business to use your Brand, products, and Business Model in exchange for fees or royalties. Common in fast food and retail.

The latest version of Google Analytics, offering advanced tracking, cross-platform Analytics, and AI-based insights.

People born approximately between 1997 and 2012. They value authenticity, inclusivity, and digital experiences, influencing marketing approaches.

A location-based marketing technique that uses GPS or RFID to send targeted ads or notifications to users within a specific geographic area.

Factors outside a business that affect its operations worldwide, such as economic trends, political stability, and cultural differences.

The full process of producing and delivering a Product, spread across different countries. It includes design, manufacturing, marketing, and Distribution stages globally.

A process of analyzing and evaluating markets worldwide to identify the best opportunities for business expansion. It considers factors like market size, competition, and risks.

A detailed plan for launching a Product or Service, outlining how to reach the Target Audience, position the Brand, and achieve sales goals.

An account that provides access to Google services like Gmail, Google Analytics, Ads, and more. Central to managing Online Marketing tools.

A professional skilled in creating, managing, and optimizing ad campaigns on Google Ads to drive Traffic and conversions.

A tool for tracking and analyzing website Traffic, user behavior, and marketing Campaign performance.

A tool that allows marketers to add and manage tracking codes (tags) on a website without modifying the code directly.

Products sold through unauthorized channels, often at lower prices, without the Brand owner's approval. Can hurt Brand Reputation and official sales.

A market segment or industry experiencing rapid growth in Demand, making it attractive for business expansion.

A tool for managing tracking tags on a website without altering its code directly.

Unconventional, low-cost marketing strategies designed to create maximum impact and attention, often through Creativity and surprise.

The main heading of a webpage, used to define its primary topic. Vital for both SEO and user readability.

The title or main text of an ad, post, or article designed to grab attention and convey the primary message.

Cultures where communication relies heavily on context, non-verbal cues, and relationships. Examples: Japan, China, and Arab countries. Marketing here may focus on building trust and indirect messaging.

A framework for understanding cultural differences across countries. It includes factors like power distance, individualism vs. collectivism, and uncertainty avoidance, helping businesses adapt strategies for different markets.

A compelling opening or idea that captures the Audience's interest right away, encouraging them to keep watching or reading.

Key actions that indicate strong Customer Engagement or intent, such as adding items to a cart, signing up for a newsletter, or completing a purchase.

An assumption or educated guess used to test a marketing idea or strategy, guiding decision-making and experimentation.

A detailed Description of the type of customer who would benefit most from your Product or Service, guiding targeting strategies.

The perception or reputation of a Brand, Product, or Service in the minds of consumers.

A strategy that attracts customers through valuable Content, SEO, and social media, rather than interruptive ads, creating trust and interest.

A business offering alternative solutions to the same customer needs. Example: Subway (sandwiches) vs. McDonald's (burgers).

Collaborating with influencers who promote your Brand to their Audience, increasing credibility and reach.

An individual with a large or engaged social media following who can promote products or brands to their Audience, impacting purchasing decisions.

A Visual representation of data or information designed to communicate complex ideas quickly and clearly.

Promoting and selling products or services across multiple countries, adapting strategies to different cultural, legal, and economic environments.

A network of connected devices that communicate and share data. In marketing, it allows for personalized customer experiences and smart Product offerings.

A programming language used to create interactive elements on websites, like sliders, forms, and animations.

Two or more companies partner to share resources and risks to enter a new market. Each retains independence but collaborates for mutual benefit.

A specific word or phrase that represents the main topic of Content or ads, used to optimize for search engines or target audiences.

The process of identifying relevant search terms that your Target Audience uses, helping optimize Content for SEO.

Specific words or phrases that customers search for Online, used to optimize Content or ads for better visibility.

Measurable Metrics used to evaluate the success of a Campaign or business goal, such as sales growth, Conversion Rate, or website Traffic.

The information displayed on a Product's Packaging, including Branding, ingredients, and instructions.

A group of users with similar characteristics to an existing Audience, used to find new potential customers.

A group of people with similar characteristics to an existing Audience, used to expand reach and find new potential customers.

A standalone webpage designed to capture leads or encourage a specific action, such as signing up or purchasing a Product.

The introduction of a new Product or Service to the market, often accompanied by marketing campaigns to generate interest.

A potential customer who has expressed interest in a Product or Service, often by providing contact information.

A form embedded in an ad or Landing Page to collect user information, such as name, email, or phone number, for Lead Generation.

The process of attracting and converting potential customers (leads) into interested prospects through strategies like Content Marketing, ads, or social media.

A free resource, such as an eBook, checklist, or discount, offered to potential customers in exchange for their contact information.

Strategies focused on generating and nurturing leads to guide them toward becoming paying customers.

Granting another company the rights to produce and sell your Product in exchange for royalties. Useful for entering foreign markets with minimal investment.

The total number and quality of backlinks pointing to a website. A strong Link Mass improves SEO.

Cultures where communication is direct, explicit, and relies on clear, specific language. Examples: USA, Germany, and Scandinavian countries. Marketing here often emphasizes clarity and straightforward value propositions.

The total revenue a business expects to earn from a customer during their entire relationship. High LTV indicates strong customer loyalty.

Broad, large-scale measures of a market's potential, such as population size, GDP, and income levels. Used to assess overall market attractiveness.

The difference between the selling price of a Product and its cost. Expressed as a percentage, it shows profitability per unit.

The process of studying market conditions, trends, competitors, and customer needs to identify opportunities and challenges.

A professional who studies market trends, Consumer Behavior, and Competitor strategies to provide actionable insights.

A plan for growing a business by entering new markets or reaching new customer segments. Common strategies include exporting, Franchising, or joint ventures.

The process of gathering and analyzing information about customers, competitors, and market trends to make informed business decisions.

Dividing a market into distinct groups based on characteristics like age, behavior, or location to tailor marketing efforts.

The organization of a market based on the number of businesses, type of competition, and control over prices. Examples: monopoly (one company dominates), oligopoly (few dominate), or perfect competition (many small competitors).

Key elements or strategies that strongly influence customer decisions, such as price comparisons, testimonials, or guarantees.

The use of software tools to automate repetitive marketing tasks, such as email campaigns, social media posts, or Lead nurturing.

The platforms or methods used to deliver marketing messages, such as social media, email, search engines, or TV.

A Visual model representing the stages customers go through: Awareness, Interest, Desire, and Action.

A document outlining marketing goals, strategies, tactics, timelines, and budgets to guide promotional efforts.

A Lead that has shown interest in your Product or Service and is deemed ready for further engagement by the marketing team.

A specialist who designs and oversees marketing strategies to meet business objectives and drive growth.

A comprehensive plan that aligns marketing efforts with business goals, focusing on target audiences, channels, and messaging.

Tools and platforms used to plan, execute, and measure marketing campaigns, such as CRM systems, Email Marketing software, or Analytics tools.

A psychological theory that explains human motivation, organized into five levels: physiological, safety, love/belonging, esteem, and self-actualization. In marketing, it helps identify customer needs.

The process of selecting the best channels and schedules for delivering advertising to reach the Target Audience effectively.

Quantifiable measures used to track performance, such as impressions, clicks, or engagement rates.

Detailed, smaller-scale measures focusing on specific customer segments, such as Product usage, purchasing patterns, or niche demographics.

Short-term, niche trends that quickly gain popularity and can influence Consumer Behavior for a limited time.

People born approximately between 1981 and 1996. They prioritize experiences, technology, and socially responsible brands, shaping marketing strategies.

Promoting products or services through mobile devices, including apps, SMS, or mobile-optimized ads and websites.

The consideration stage in the Marketing Funnel, where prospects are evaluating options. Content like case studies or webinars is used to educate and engage.

The process of generating revenue from a Product, Service, or platform, such as ads, subscriptions, or affiliate programs.

Using multiple platforms (e.g., social media, email, websites) to engage customers and deliver consistent marketing messages.

The number of distinct users who visit a website within a month, a key metric for measuring website Traffic.

A Business Model where individuals sell products directly to consumers and recruit others to join their sales network.

A specialized segment of a market focused on specific needs, preferences, or demographics, often with less competition.

A type of artificial intelligence used to analyze patterns and make predictions. In marketing, NN helps with tasks like customer behavior analysis and Content personalization.

Ads that viewers must watch entirely (usually 15 - 20 seconds) before the main video begins. These are used to deliver a full message.

A metric that measures customer loyalty and satisfaction by asking how likely customers are to recommend a business to others.

Content published on platforms outside of your own website, like guest blogs, forums, or social media, to drive Traffic and build authority.

A specific deal or promotion provided to customers, such as discounts, free trials, or bundles, to encourage conversions.

seamless Marketing Strategy that integrates multiple channels (Online and offline) to provide a consistent Customer Experience.

Content published directly on your website, such as Blog posts, Product pages, or videos, designed to attract and engage visitors.

Refers to digital platforms and activities conducted over the internet, such as e-commerce, social media, and Digital Marketing.

Promoting products or services through digital channels like websites, social media, and email to reach audiences Online.

Risks of disruptions in day-to-day business operations, such as supply chain breakdowns, labor strikes, or technological failures.

Driving Traffic and engagement without paid ads by using SEO, social media posts, and engaging Content.

A strategy where businesses actively reach out to potential customers through ads, cold calls, or direct emails.

Content and platforms fully controlled by a Brand, such as its website, Blog, or social media accounts.

Risks of losing ownership or control over assets, especially in foreign markets, due to government actions like expropriation or nationalization.

The design and presentation of a Product to make it visually appealing and communicate its value to the Target Audience.

The time it takes for a webpage to load completely. Faster Page Speed improves User Experience and SEO rankings.

Advertising efforts that involve payment, such as PPC ads, display ads, or social media ads.

Using paid advertising like Google Ads, sponsored posts, or display ads to drive visibility and conversions.

A form of digital advertising where businesses pay to appear at the top of search engine results pages (SERPs).

A Google algorithm update aimed at reducing rankings for low-quality, duplicate, or thin Content, rewarding high-quality Content sites.

An advertising model where advertisers pay only when a user clicks on their ad. Example: Google Ads.

An Online platform or Service for processing payments, such as PayPal, Stripe, or credit card processors.

A Google algorithm update targeting websites with spammy backlinks or Keyword stuffing, improving search results quality.

A type of marketing where payment is based on measurable results, such as clicks, leads, or sales. Commonly used in digital advertising.

The stages a Product goes through: Introduction, Growth, Maturity, and Decline. Helps businesses plan marketing and sales strategies.

The primary person responsible for communication between your company and the Client or partner.

Defining how a Brand or Product is perceived in the minds of customers compared to competitors, emphasizing unique value or benefits.

Content shared on social media platforms to engage audiences and promote products or services.

An Online advertising model where advertisers pay only when a user clicks on their ad. Examples: Google Ads or Facebook Ads.

Efforts to manage a Brand's reputation and build relationships with the Public through media coverage, press releases, and events.

Using data and algorithms to forecast future customer behavior, trends, or outcomes, helping businesses optimize strategies.

The degree to which Demand for a Product changes in response to a price change. High elasticity means Demand is sensitive to price.

An illegal agreement between businesses to set prices at a certain level, reducing competition and harming consumers.

The process of setting a price for a Product or Service. It balances costs, customer Demand, and competition to achieve business goals.

The method used to determine the price of a Product, balancing costs, competition, and customer perception to maximize profits.

Products made by one company but sold under another company's Brand. Often used by retailers for their exclusive brands.

A tangible item created to satisfy a customer's need or want, forming the core of most marketing strategies.

The positive features or advantages of a Product that fulfill customer needs or solve their problems. These benefits can be functional (e.g., quality, performance) or emotional (e.g., satisfaction, status).

Promoting and Positioning a specific Product to the Target Audience, highlighting its features, benefits, and value.

The alignment between your Product and the needs of your Target Market, indicating high Demand and Customer Satisfaction.

An individual or business account on social media or other platforms used for interaction, Branding, and Content sharing.

Platforms or methods used to advertise products or services, such as paid ads, influencers, or PR campaigns.

Short-term tactics, like discounts or giveaways, to stimulate interest and boost sales.

A Public community or group on social media platforms like Facebook, used for sharing Content, engaging with an Audience, or promoting products.

The core reason a Brand exists beyond making profits, often tied to values or social impact. It guides Brand identity and marketing efforts.

A potential customer who has shown interest in your Product or Service and meets specific criteria, making them more likely to convert.

The number of unique users who see your Content, ad, or Campaign. It measures the potential size of your Audience.

Competing in an existing market with established competitors. Focused on outperforming rivals and capturing a bigger market share.

A short-form video feature on Instagram or Facebook, often used to showcase Creative Content, trends, or promotions.

A strategy focused on building and maintaining long-term customer relationships rather than just making one-time sales. Involves loyalty programs and personalized communication.

A strategy to re-engage users who have previously interacted with your Brand, often through ads targeting past website visitors.

A web design approach that ensures websites look and function well on all devices, from desktops to smartphones.

The ability to keep existing customers loyal by maintaining satisfaction and providing consistent value.

Strategies focused on engaging and retaining existing customers to increase loyalty and repeat purchases.

The percentage of products that customers return after purchase. A high Return Rate can indicate dissatisfaction or issues with the Product.

Analyzing and optimizing the revenue-generating processes, such as sales and marketing alignment, to maximize profitability.

A metric measuring the revenue generated for every dollar spent on advertising. Formula: Revenue / Ad Spend.

A measure of profitability that shows how much revenue or profit a business earns from its marketing or investment activities compared to the cost.

A measure of the revenue generated from marketing activities compared to the cost of those activities. Formula: (Revenue - Marketing Costs) / Marketing Costs.

A strategic tool for analyzing a company's Strengths, Weaknesses, Opportunities, and Threats. Helps identify areas for improvement and potential growth.

Providing sales teams with the tools, Content, and training needed to engage potential customers effectively and close deals.

A model showing the stages customers go through before making a purchase: Awareness, Interest, Decision, and Action.

A Lead vetted by the sales team as ready for direct sales outreach, typically showing a high intent to purchase.

The portion of the TAM that your business can realistically target and serve based on its resources and capabilities.

A predefined Audience created in ad platforms like Facebook Ads, based on criteria like demographics, interests, and behaviors.

A brainstorming technique to improve or innovate ideas by asking questions related to Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse.

The action of moving through Content on a screen. In marketing, getting users to stop scrolling is key to capturing attention.

The words or phrases users type into search engines to find information.

Visitors who come to a website through search engines by typing relevant Keywords.

Dividing a Target Audience into smaller groups based on characteristics like demographics, behavior, or interests to tailor marketing efforts.

A list of Keywords and phrases relevant to a website, used to optimize Content and attract target audiences.

Grouping similar Keywords from the Semantic Core into categories to structure Content and improve SEO.

The study of Keyword meanings and their relationship to Content. In SEO, it focuses on using related terms to improve search relevance.

The practice of optimizing websites and Content to rank higher in search engine results and attract organic Traffic.

Search Engine Optimization strategies to improve website visibility in search engines and attract organic Traffic.

Analyzing data trends over time to identify patterns and optimize marketing strategies.

Managing and improving a Brand's reputation in search results by promoting positive Content and suppressing negative mentions.

The page displayed by a search engine in response to a user's query, showing ranked results.

An intangible offering provided to customers, such as support, consulting, or experiences, that fulfills their needs or solves problems.

The advantages or value added by customer Service, such as convenience, reliability, or support. They enhance the overall Customer Experience and loyalty.

Brief video advertisements, typically lasting less than 10 seconds, designed to quickly capture attention and convey a key message.

A digital Analytics tool used to analyze competitors' websites, Traffic Sources, and Online performance for better strategic insights.

Pricing strategies where customers are charged based on perceived value or market Demand, often at a premium.

Video ads that play before, during, or after a video and allow viewers to skip them after 5 seconds. These ads are charged only if watched beyond the skip option.

Digital platforms like Facebook, Instagram, or LinkedIn where businesses engage audiences and promote products.

Using social media platforms to promote products, engage with audiences, and build Brand Awareness. Involves creating Content, running ads, and interacting with followers.

The personality and tone a Brand adopts on social media to connect with its Audience and reflect its values.

Evidence showing that others trust or endorse a Brand, such as testimonials, reviews, or follower counts, to build credibility.

The social and cultural factors influencing a market, including traditions, values, language, and lifestyles. Businesses must adapt to these to connect with local audiences.

The share of the SAM that your business can capture within a specific timeframe, based on competition and market conditions.

A type of website where Content dynamically updates without refreshing the entire page. Common in apps built with JavaScript frameworks.

Providing financial or resource support to an event, individual, or organization in exchange for Brand visibility and marketing opportunities.

A method where web pages are generated on the server before being sent to the browser, improving SEO and loading speed.

An element in an ad or post that grabs immediate attention, making users pause and engage. Examples: bold visuals, striking headlines.

Short, temporary vertical Content (photos or videos) on platforms like Instagram or Facebook, designed to engage audiences quickly.

A method of creating an emotional connection with audiences by sharing compelling Brand Stories that resonate with their values or experiences.

A refined ABM approach targeting a small number of key accounts with highly tailored strategies and personalized messaging.

A professional who develops and plans long-term goals and approaches to achieve business success.

Improving the efficiency and effectiveness of email campaigns through tools like segmentation, automation, and personalized Content.

When users sign up for regular updates or services, such as newsletters, memberships, or YouTube channel subscriptions.

A business or individual providing goods or services to another company. For example, raw materials or components for production.

A strategic analysis tool identifying Strengths, Weaknesses, Opportunities, and Threats to a business or project.

The total market Demand for a Product or Service, assuming there are no competitors or constraints.

A curated list of companies or clients identified as ideal targets for an ABM strategy based on their fit and potential value.

A specific group of people a Brand wants to reach with its products or services. Defined by demographics, interests, and needs.

Researching and understanding the specific group of people your Product or Service is aimed at, including their demographics, needs, and behaviors.

Specific nations selected for business expansion or marketing efforts, based on factors like market potential, competition, and economic stability.

A potential customer who fits the ideal Buyer Profile and is more likely to convert into a paying customer.

The specific group of people a business aims to reach with its products or services, defined by demographics, behavior, or needs.

Ads tailored to specific audiences based on demographics, interests, or behaviors, ensuring relevance and effectiveness.

A specialist who sets up and manages targeted advertising campaigns, optimizing them for performance and ROI.

A pre-designed format or structure used for creating Content, such as posts, ads, or emails, ensuring consistency and saving time.

The conditions agreed upon for the sale and delivery of goods, including payment terms, shipping methods and risk transfer.

A written or video statement from a satisfied customer sharing their positive experience with a Product or Service. Builds trust and credibility.

A webpage shown after a user completes a desired action, like filling out a form, used to confirm the action and provide next steps.

The title of a webpage displayed in search results and browser tabs. It should be concise and include Keywords.

The awareness stage in the Marketing Funnel, where the goal is to attract potential customers through Content like blogs or social media.

The total market Demand for a Product or Service if there were no competitors or constraints.

The style and personality reflected in a Brand's communication, such as being formal, playful, or authoritative. Ensures consistency in messaging.

A model that predicts Consumer Behavior based on their attitudes, social influences, and perceived control over their actions.

Legal protection for a Brand's name, logo, or symbol, preventing others from using it without permission.

The total number of visitors or users directed to a website or Landing Page through ads or other sources.

The origins of visitors to a website, such as search engines, social media, direct visits, or referrals.

Risks related to moving money, goods, or services across borders, such as currency restrictions or trade bans.

When a user clicks on an ad and is redirected to the destination, such as a website or Landing Page.

An action or event that prompts a customer response, such as clicking a link, making a purchase, or signing up. Often used in email and ad campaigns.

Content created by customers or users, such as reviews, photos, or videos. It's valuable for building trust and showcasing real experiences with a Brand.

A professional responsible for designing the Visual elements and interactive aspects of a website or app.

Analyzing the profitability of a single unit of your Product or Service. It includes Metrics like revenue, costs, and Margin per unit.

How easy and intuitive a Product, website, or app is to use. High usability improves Customer Experience and engagement.

The overall experience a user has when interacting with a Product, Service, or website, including ease of use and satisfaction.

A Visual representation of a customer's interactions with a Brand at each stage, highlighting pain points and opportunities.

The distinct feature or benefit that sets a Product or Service apart from competitors and appeals to the Target Audience.

Tracking parameters added to a URL to monitor the performance of campaigns in Analytics tools like Google Analytics.

The unique benefit or solution a Brand offers that sets it apart from competitors and appeals to customers' needs.

A professional focused on enhancing user satisfaction by improving the functionality, usability, and accessibility of a Product.

Promotional Content in video format shown on platforms like YouTube or social media to engage viewers and promote a Brand.

A digital representation of a person created using video technology. Often used for automated customer interactions or personalized video marketing.

The number of times a video or ad is watched. Views are often measured by specific criteria, such as a certain number of seconds watched.

Content that spreads rapidly across the internet due to its relatability, humor, or emotional appeal. It generates organic attention.

Graphics, images, videos, or design elements used in marketing to grab attention, communicate messages, and enhance engagement.

A video-based Blog where Content is shared through videos instead of written posts, often used on platforms like YouTube.

Feedback from customers about their experiences and needs, used to improve products, services, and Customer Satisfaction.

A fully immersive digital environment. In marketing, VR allows customers to experience products or services in a virtual setting.

The collection and analysis of website data to measure performance and user behavior, guiding optimization efforts.

Any material published on a website, including text, images, videos, and downloadable resources.

The process of creating and maintaining websites. In marketing, it ensures that websites are user-friendly, optimized for search engines, and aligned with the Brand's goals.

A website-building platform that allows users to design, build, and Launch responsive websites without coding.

A digital platform for showcasing a Brand, providing information, and engaging customers. A core tool for Online Marketing and conversions.

Simplified layouts or sketches of a webpage or app design used to plan the structure and functionality before development.

A Marketing Strategy that encourages customers to share positive experiences about a Brand, Product, or Service, driving Organic Promotion.