A method of comparing two versions of a webpage or marketing material to determine which performs better.

A variation of A/B testing that involves testing more than two versions of a webpage or element.

The percentage of users who start but do not complete an action, such as an online purchase or form submission.

A strategy focusing on targeting specific high-value accounts with personalized marketing efforts.

The portion of a webpage that is visible without scrolling, often used for critical content and calls to action.

A marketing communication technique used to promote or sell products, services, or ideas to a target audience through various paid media channels.

It involves creating and delivering messages designed to inform, persuade, or remind potential customers about a brand or offering, with the ultimate goal of driving consumer behavior, such as making a purchase, signing up for a service, or increasing brand awareness.

Businesses partner with affiliates (publishers or influencers) who promote their products or services on their platforms. Affiliates earn a commission for each sale or action generated through their marketing efforts.

Partnering with brands that share a similar target audience to cross-promote products or services for mutual benefit.

A marketing model that stands for Awareness, Interest, Desire, and Action, representing the stages of a customer's journey.

Refers to text, images, videos, or other media created by artificial intelligence systems, typically using advanced algorithms like natural language processing (NLP) or generative adversarial networks (GANs).

These systems analyze vast amounts of data to generate content that mimics human creativity, language, or design.

Digital marketers use analytics tools to track the performance of their campaigns. They gather data on website traffic, user behavior, conversion rates, and more to make data-driven decisions and optimize their strategies.

A set of protocols, tools, and definitions that enable different software applications to communicate and interact with each other. It defines the methods and rules for building and interacting with software components, allowing them to access each other's functionality, data, or services.

The field of computer science focused on creating systems and technologies capable of performing tasks that typically require human intelligence.

These tasks include reasoning, learning, problem-solving, understanding natural language, and recognizing patterns.

AI systems simulate aspects of human cognition to automate decision-making and improve efficiency across various applications.

Awareness is often the first step in the customer journey, as consumers cannot purchase or interact with a brand if they are not aware of its existence.

It is a critical element in developing long-term customer relationships and driving business growth.

It involves making people conscious of a company’s offerings through various marketing strategies, such as advertising, social media, public relations, and content marketing.

The primary goal of building awareness is to ensure that a target audience recognizes a brand and associates it with specific products or services, creating a foundation for further engagement, consideration, and conversion.

Key performance indicators (KPIs) used to measure the reach, visibility, and recognition of a brand, product, or service within the target audience.

These metrics help assess how effectively a marketing campaign or activity is generating awareness and bringing a brand to the attention of potential customers. Awareness metrics focus on the early stages of the customer journey, where consumers are first exposed to the brand, which is crucial for driving interest and engagement in future stages.

1. Impressions:
   The total number of times an ad, content, or brand message is displayed, regardless of whether it was clicked or interacted with. It reflects the potential visibility of the campaign.

2. Reach:
   The number of unique individuals who have seen a particular piece of content, ad, or campaign. This metric is used to understand how many distinct people have been exposed to the brand.

3. Brand Mentions:
   The frequency with which a brand is mentioned across various platforms, such as social media, news articles, blogs, and online forums. This can help measure brand visibility and the effectiveness of public relations efforts.

4. Social Media Engagement:
   Metrics like likes, shares, comments, and mentions on social media platforms can indicate how well the brand is resonating with the audience and how much visibility it is generating.

5. Website Traffic:
   The number of visitors to a website, which can indicate how well a campaign is driving interest and traffic to the brand’s digital presence.

6. Search Volume:
   The number of searches for a brand or product on search engines. An increase in search volume often signals growing awareness and interest in the brand.

7. Video Views:
   The number of times a brand’s video content is watched. This can measure how effectively video marketing is being used to increase brand awareness.

8. Share of Voice (SOV):
   A comparison of a brand's media presence relative to its competitors. It reflects the brand’s visibility in the market and can be used to gauge its position in the industry.

Marketing and sales activities focused on selling products or services to other businesses.

Marketing and sales activities focused on selling products or services directly to consumers.

The study of how psychological and emotional factors influence economic decisions.

Delivering personalized marketing messages based on a user's past online behavior.

Delivering ads to users based on their past online behaviors and preferences.

The practice of creating and regularly updating a website or an online platform with written content, often in the form of articles or posts known as blog posts. Blogs can cover a wide range of topics and serve various purposes, including personal journals, informational articles, business updates, educational content, and much more. Bloggers, or individuals who maintain blogs, share their thoughts, expertise, opinions, and insights through written content on their chosen subjects.

The percentage of visitors who leave a website after viewing only one page.

Strategies to reduce the percentage of visitors who leave a website without taking any action.

A creative problem-solving technique used to generate a wide range of ideas and solutions for a specific challenge or question. It's a process that encourages free thinking, open discussion, and the exploration of new and innovative possibilities.

An individual who promotes and represents a brand, often a celebrity or influencer.

The level of recognition and familiarity that consumers have with a particular brand or product. It is a measure of how well a brand is known in the market and how easily it is recognized by its target audience. Brand awareness is a critical element of brand management and plays a significant role in a brand's success.

The process of conveying a brand's identity, values, messages, and offerings to its target audience. Effective brand communication is essential for building brand awareness, establishing a brand's reputation, and fostering customer loyalty.

The process of crafting a brand's visual identity by creating a unified system of design elements like logos, colors, typography, illustration, and photography. A brand's visual identity is the aesthetic embodiment of its positioning and personality.

The perceived value of a brand in the minds of consumers.

The cumulative impact and perception a consumer has with a brand throughout all interactions and touchpoints. It encompasses every interaction a customer has with a brand, from the first awareness of the brand to post-purchase support and beyond. Brand experience is not just about the product or service itself but also about the emotions, perceptions, and memories associated with the brand.

The perception and reputation of a brand in the eyes of customers and the public.

The process of establishing and growing a relationship between a brand and consumers. Rather than highlighting an individual product or service, brand marketing promotes the entirety of the brand, using the products and services as proof points that support the brand's promise.

A marketing strategy that involves creating a distinct identity for a brand in the minds of its target audience. It is the process of defining and communicating how a brand differentiates itself from its competitors and where it stands in the market. Effective brand positioning helps consumers understand what a brand represents, why it's unique, and why they should choose it over other options.

A clear and concise statement that communicates what customers can expect from a brand's products, services, and overall customer experience. It serves as a commitment and pledge from the brand to its customers, outlining the value, quality, and benefits that customers will receive when they engage with the brand. A well-defined brand promise is a crucial component of a brand's positioning and identity.

A formal plan used by a business to create a particular image of itself in the minds of current & potential customers. When a company has created a successful brand strategy, people know without being told who the company is and what they do. Large companies, as well as small brands, all benefit from a carefully created brand strategy. As a result of brand strategy, people develop a particular feeling or opinion about a company that drives their buying decisions. This feeling equates to brand equity. The stronger people feel about a brand, the stronger the brand equity.

The achievement of a brand in terms of recognition, market presence, customer loyalty, and overall positive reputation. A successful brand is one that effectively communicates its identity, delivers on its promises, and resonates with its target audience.

The process of creating a strong, positive perception of a company, its products or services in the customer's mind by combining such elements as logo, design, mission statement, and a consistent theme throughout all marketing communications. Effective branding helps companies differentiate themselves from their competitors and build a loyal customer base.

Combining online and offline retail strategies to reach a broader customer base.

A prompt or instruction that encourages the audience to take a specific action, such as clicking a button or making a purchase.

A fundamental technology used for describing the presentation and formatting of web pages written in HTML (HyperText Markup Language) and XML (eXtensible Markup Language). CSS allows web developers to control the layout, appearance, and design of web pages, providing a way to separate the content of a webpage from its visual representation.

It refers to the creation of still or animated visual content with computer software. CGI is widely used in movies, television shows, video games, advertising, simulations, and various other forms of media and entertainment.

A brand that competes against larger, established brands in a market.

A computer program designed to simulate conversation with human users, often used in customer support.

The percentage of customers who stop using a product or service over a specific period.

The percentage of people who click on an ad or link out of the total who view it.

A system where sales data and marketing data are connected to measure the impact of marketing efforts.

A lead that fits the target audience but has not yet shown interest or engaged with your business.

Ex: A person on a purchased email list or someone who receives an introductory sales call.

Cold leads require significant effort to spark interest and engage them with your brand.

A selection of colors used in a design, artwork, or branding project. It's a carefully chosen set of colors that work harmoniously together to create a specific visual style or mood. Color palettes are used to ensure consistency and create a cohesive and aesthetically pleasing visual experience.

The process of using, word, sound, or visual cues to supply information to one or more people. The communication process was once thought of as having the source of the message, which is then encoded, put through the chosen communication channel, which is then decoded by the recipient and then received.

In marketing, consideration refers to the stage in the customer journey where potential customers, who have become aware of a product or service, actively evaluate and compare it against other available options.

This is a critical phase because the customer is no longer just passively aware of the brand but is seriously contemplating whether the offering meets their needs, preferences, and expectations.

Any form of information, communication, or media presented or shared to convey a message, educate, entertain, or engage an audience.

In the digital context, content encompasses a wide range of formats, including text, images, videos, audio, infographics, podcasts, and more, created and distributed through various platforms and channels.

A schedule that outlines the content to be created and published over a specified period.

The practice of discovering, gathering, and sharing relevant content from various sources.

A software application or platform that allows users to create, manage, modify, and publish digital content on the web without requiring in-depth technical knowledge or coding skills.

CMS platforms provide an intuitive interface and a set of tools to facilitate content creation, editing, organization, and publication for websites, blogs, and other online platforms.

Creating and distributing valuable content to attract and engage a target audience. The content should be informative, engaging, and aligned with the needs and interests of potential customers.

A software tool or platform designed to help businesses create, manage, and optimize their content across various channels to improve performance, ensuring content is more relevant, engaging, and effective in achieving desired goals.

The system uses data, analytics, and artificial intelligence to ensure that content is effectively tailored to meet the needs of the target audience while driving specific outcomes such as higher traffic, conversion rates, and user engagement.

The plan for creating, distributing, and managing content to achieve marketing goals.

A series of steps leading a user toward a desired action, such as a purchase.

Key performance indicators (KPIs) used to measure how effectively marketing efforts are turning potential customers (leads or visitors) into actual customers or taking them from one stage of the sales funnel to the next.

These metrics focus on tracking the success of specific actions or desired outcomes, such as purchases, sign-ups, downloads, or form submissions. Conversion metrics are crucial for understanding the effectiveness of marketing campaigns in driving desired results and generating revenue.

1. Conversion Rate:
   The percentage of visitors or leads who complete a desired action (such as making a purchase, filling out a form, or subscribing to a service) compared to the total number of visitors or leads.
   Conversion Rate=Number of Conversions/Total Visitors or Leads×100

2. Cost Per Conversion (CPC):
   The average amount spent on marketing or advertising to achieve one conversion. This metric helps assess the cost-efficiency of a campaign in driving desired actions.
   Cost Per Conversion=Total Spend/Number of Conversions

3. Lead-to-Customer Conversion Rate:
   The percentage of leads that convert into paying customers. This metric is important for measuring the effectiveness of the sales process and lead nurturing activities.

4. Sales Conversion Rate:
   The percentage of sales opportunities (e.g., deals, opportunities, or prospects) that successfully result in a sale. It reflects the success rate of turning leads into actual buyers.

5. Revenue per Conversion:
   The average revenue generated from each conversion. This helps assess the value of individual conversions and the impact of a marketing campaign on revenue generation.

6. Abandonment Rate:
   The percentage of visitors who start but do not complete the desired conversion action. For example, in e-commerce, it refers to the number of customers who add items to their cart but don’t complete the purchase. Lower abandonment rates are ideal for increasing conversions.

7. Customer Acquisition Cost (CAC):
   The cost associated with acquiring a new customer, which includes marketing and sales expenses. This metric helps evaluate the profitability of acquiring a new customer.
   CAC=Total Marketing and Sales Costs/Number of New Customers

8. Form Submission Rate:
   The percentage of visitors who fill out a form (such as a contact form or sign-up form) after visiting a landing page. This metric is useful for understanding the effectiveness of lead generation efforts.

9. Average Order Value (AOV):
   The average amount of money spent per order during a specific time period. Higher AOV can signal that customers are making larger or more frequent purchases.

10. Retention Rate:
    The percentage of customers who continue to engage with a brand or make repeat purchases over a certain period of time. High retention rates indicate successful post-purchase experiences and can increase lifetime value.

In digital marketing and sales parlance, refers to the series of steps or touchpoints that a potential customer follows before completing a desired action or goal on a website.

This journey typically involves several stages through which a visitor progresses, ultimately resulting in a conversion, which could be making a purchase, signing up for a newsletter, filling out a form, or any other action that aligns with the website's objectives.

The percentage of users who take a desired action, such as making a purchase, filling a form or signing up for a newsletter.

A systematic process of improving a website, landing page, or digital product with the goal of increasing the percentage of visitors who take a desired action or "convert." The desired action can vary depending on the specific objectives of a website or business, but common examples include making a purchase, signing up for a newsletter, filling out a contact form, or downloading a resource. CRO aims to enhance the user experience, reduce barriers to conversion, and ultimately boost the conversion rate.

Small text files that are placed on a user's device when they visit a website. These files contain information about the user's browsing behavior and preferences. With this data, website owners and advertisers can deliver more personalized and targeted advertisements to users.

A key performance metric used in marketing and advertising that measures the cost a business incurs to acquire a single lead.

A "lead" refers to a potential customer who has shown interest in the company’s product or service, typically by filling out a contact form, signing up for a newsletter, requesting a demo, or taking some other action that signals potential for conversion.

The formula for calculating Cost-per-Lead (CPL) is:

CPL = Total Marketing Expenses/ Number of Leads Generated

Ex: If a company spends $20,000 on a marketing campaign and generates 2000 leads, the CPL is:

CPL = 20000 / 2000 = 10

So, the cost to acquire each lead is $10.

CPL is a vital metric for businesses, especially in digital marketing, as it directly relates to the efficiency and scalability of lead generation efforts.

Developing the actual content and creative elements of the campaign, such as the messaging, visuals, and design. This includes brainstorming ideas, developing creative concepts, and refining those ideas into a final campaign that will capture the attention of the target audience. Creative planning also involves ensuring that the messaging and visuals align with the overall strategic goals and objectives of the campaign.

The practice of sourcing contributions, ideas, or content from a large group of individuals or a "crowd." This approach harnesses the collective intelligence, creativity, and expertise of a diverse community to generate content, solve problems, or achieve specific goals.

Examples of successful crowdsourced content initiatives include Wikipedia, where users collectively create and edit articles, or platforms like Airbnb, Tripadvisor and Yelp that rely on user-generated content (reviews and ratings) to build their services.

The process of identifying, attracting, and converting prospective customers into paying customers for a business, product, or service.

It encompasses all strategies, tactics, and activities aimed at growing a company's customer base by engaging with target audiences and encouraging them to make a purchase.

A key metric in marketing that calculates the average expense a business incurs to acquire a single customer.

The total marketing and sales expenses include various costs incurred in marketing efforts, such as advertising, salaries for sales and marketing personnel, software tools, promotional materials, and any other expenses required to convert a lead into a paying customer within a given period, typically a month or a year.

The relationship and emotional bond a company develops with its customers. It goes beyond transactional interactions and focuses on building trust, loyalty, and engagement over time.

A strong customer connection is about understanding customers' needs, values, and emotions, and aligning your brand, products, and services with those factors to create meaningful and lasting relationships.

Examples:

Personalized email campaigns based on a customer’s purchase history or preferences.

Social media interactions, where customers’ comments or posts are acknowledged and engaged with.

Loyalty programs that reward repeat customers with discounts, exclusive offers, or recognition.

Customer support experiences where representatives go above and beyond to help, creating a lasting positive impression.

The overall perception and feelings a customer has about their interactions with a brand throughout their entire journey, from initial awareness to post-purchase support and beyond.

It encompasses every touchpoint, both direct (e.g., purchasing or customer support) and indirect (e.g., brand reputation or marketing), and is shaped by the quality, consistency, and emotional impact of these interactions.

Examples:

• User-Friendly Website:
  An intuitive website design with easy navigation and quick load times improves the browsing and purchasing experience.

• Fast and Reliable Customer Support:
  Providing 24/7 support, live chat, or self-service tools ensures customers can resolve issues efficiently.

• Personalized Recommendations:
  Using data to suggest relevant products or services based on a customer’s previous behavior makes interactions more tailored and satisfying.

• Omnichannel Consistency:
  Ensuring that the customer’s experience is smooth and unified across all platforms, from in-store to mobile apps.

• Post-Purchase Engagement:
  Following up with customers to ensure they are satisfied with their purchase and offering resources or support as needed.

A tool designed to help businesses manage their interactions and relationships with customers and potential customers. CRM software typically provides a centralized platform to collect, store, and analyze customer data from various sources, allowing organizations to better understand their customers' needs and behaviors.

The strategies and actions a business takes to keep its existing customers over time, encouraging them to continue purchasing products or services.

It focuses on maintaining long-term relationships with customers by providing a high level of satisfaction, addressing their needs, and building loyalty.

Retention is often more cost-effective than acquiring new customers, as it leverages existing customer relationships to generate repeat business.

The support and assistance provided by a company to its customers before, during, and after a purchase.

In the context of marketing, customer service is an essential element that helps to build customer satisfaction, loyalty, and long-term relationships.

It involves addressing customer inquiries, resolving issues, and ensuring a positive overall experience with the brand, which directly impacts customer retention, brand reputation, and the likelihood of repeat business.

A business model where products are sold directly to consumers, bypassing traditional retail channels.

A strategy that uses data collected from customer interactions, behaviors, and preferences to make informed decisions about marketing activities.

By leveraging insights from analytics, businesses can deliver more targeted, personalized, and effective campaigns, enhancing customer engagement and driving better results.

Examples:

• Personalized Email Campaigns: Sending tailored product recommendations based on past purchases.

• Targeted Advertising: Using user demographics and online behavior to display relevant ads.

• Predictive Analytics: Identifying trends to anticipate customer needs or preferences.

• Customer Segmentation: Dividing an audience into specific groups for focused messaging.

Analyzing large datasets to discover insights and patterns that can be used in marketing.

Adherence to regulations, such as GDPR or CCPA, to protect user data and privacy in marketing.

Laws and regulations that govern the collection and use of personal data, such as GDPR (General Data Protection Regulation).

A marketing strategy aimed at creating awareness and interest in a company’s products or services to drive long-term customer engagement and sales.

Unlike traditional sales tactics, which focus on converting leads directly, demand generation is designed to build and nurture a pipeline of potential customers by engaging them at various stages of their buying journey.

Examples:

• A software company might create informative blog posts, eBooks, and videos about how their software can solve specific business problems. They then promote these resources through social media and email marketing to generate interest from new customers.

Statistical data about a population, such as age, gender, income, and education, used to target marketing efforts.

The consistent and cohesive visual and design elements used across all brand materials and touchpoints. It is an essential aspect of maintaining a strong and recognizable brand identity. This consistency helps customers recognize and connect with the brand more easily and reinforces the brand's values and promises.

The use of online platforms and digital technologies to promote products, services, or brands to a targeted audience.

Unlike traditional advertising, digital advertising leverages the internet and electronic devices, such as computers, smartphones, and tablets, to deliver ads.

It enables more precise targeting, real-time interaction, and measurable results, making it a powerful tool for businesses to reach and engage with potential customers.

Ex: Display Ads, Search Engine Advertising, Social Media Advertising, Video Ads, Email Marketing, Affiliate Marketing, Native Advertising, Programmatic Advertising.

Software and systems for storing, organizing, and managing digital media assets.

Any marketing initiative that uses digital channels, platforms, and technologies to promote a product, service, or brand.

It involves the use of online tools such as websites, social media, email, search engines, and digital ads to reach a target audience, engage with them, and achieve specific business goals like increasing brand awareness, generating leads, or driving sales.

The use of digital channels, platforms, and technologies to promote and advertise products, services, or brands to a target audience. It encompasses a wide range of online activities and strategies aimed at reaching and engaging potential customers on the internet.

A marketing strategy that involves directly communicating with a target audience to promote a product, service, or brand.

Unlike mass marketing, which focuses on reaching broad audiences, direct marketing aims to establish a direct relationship with potential customers, prompting immediate responses or actions.

Examples:

• A clothing retailer emails customers with a personalized discount code.

• A telecom company calls potential customers to offer a limited-time phone plan.

• A real estate agency sends postcards to a neighborhood showcasing available properties.

• An online retailer sends an SMS about a flash sale to opted-in subscribers.

The use of visual ads, banners, and other graphical elements for online advertising.

The path or route through which goods or services flow from the producer or manufacturer to the final consumer.

It involves intermediaries, such as wholesalers, retailers, distributors, or agents, and is essential for delivering products to the market efficiently.

Examples:

• A soft drink company distributes its products through supermarkets (retailers) and vending machines (direct).

• A software company sells its licenses online directly to users while also partnering with resellers.

It plays a crucial role in ensuring that goods are delivered efficiently, conveniently, and in alignment with customer demand.

Sending a series of pre-planned marketing messages or content over time to nurture leads.

The amount of time a visitor spends on a webpage before returning to search results.

Website content that changes based on user behavior or preferences.

A strategy where businesses adjust the price of their products or services in real-time or over a period of time based on various factors such as demand, supply, customer behavior, competitor prices, or market conditions.

The goal is to maximize revenue and ensure competitiveness by responding to fluctuations in the market.

Examples:

• Airlines and Hotels:
  Airlines adjust flight ticket prices based on demand, booking time, and remaining seat availability. Similarly, hotels often change room prices depending on occupancy and time of booking.

• E-commerce:
  Online retailers like Amazon adjust their prices based on competitors' prices, customer demand, and inventory levels.

• Ride-Sharing Services:
  Companies like Uber or Lyft use dynamic pricing (also known as surge pricing) to increase prices during periods of high demand, such as rush hours or during special events.

• Event Ticketing:
  The prices of concert tickets, sports events, or theater performances may increase as demand for specific dates or performances rises.

• Retail and Supply Chain:
  Brick-and-mortar retailers and manufacturers might adjust prices based on stock levels, sales trends, or seasonality.

Strategies and techniques specific to online retailers, including product listings, shopping ads, and cart abandonment recovery efforts.

Publicity and exposure a brand receives through organic means, such as word of mouth or press coverage.

A strategic planning tool used by content creators, marketers, publishers, and businesses to schedule and organize content creation, publication dates, and distribution across various platforms.

It serves as a roadmap or schedule that outlines the content publishing plan over a specified period, such as weekly, monthly, or quarterly.

Using software to send automated and targeted emails to subscribers.

Dividing an email list into smaller segments based on characteristics or behavior for more targeted email campaigns.

Promoting products or services through email communication with potential and existing customers. Email marketing can be highly personalized and is a valuable tool for customer retention.

The level of interaction and involvement that users have with marketing content or campaigns.

Key performance indicators (KPIs) that measure how actively consumers interact with a brand’s content, advertisements, or digital presence.

These metrics reflect the level of interest, involvement, and emotional connection that an audience has with a brand. Engagement metrics are typically used to assess how well marketing campaigns or content resonate with the target audience, and they provide insights into the effectiveness of content in driving audience participation and interaction.

1. Click-Through Rate (CTR):
   The percentage of people who click on a link, ad, or call-to-action (CTA) compared to the total number of people who view it. A higher CTR indicates strong engagement and interest in the content.

2. Likes, Shares, and Comments:
   These social media metrics indicate how much users are interacting with content on platforms like Facebook, Instagram, or Twitter. A higher volume of likes, shares, and comments indicates strong engagement and positive response to the content.

3. Time on Page/Time on Site:
   The amount of time a user spends on a website or a specific page. Longer time spent on a site often indicates that visitors find the content engaging and are exploring more.

4. Bounce Rate:
   The percentage of visitors who leave a website after viewing only one page. A high bounce rate typically signals low engagement, while a low bounce rate suggests that users are interacting more deeply with the website's content.

5. Social Media Mentions:
   The number of times a brand, product, or campaign is mentioned or tagged on social media. This can indicate the level of audience engagement and how much the content is sparking conversation.

6. Video Views:
   The number of times a video is viewed, often broken down by specific metrics such as views completed or engagement with video content (likes, shares, comments). Video engagement helps measure how captivating the content is for viewers.

7. Form Submissions/Downloads:
   The number of times a user completes an action, such as filling out a form, downloading an e-book, or subscribing to a newsletter. These metrics indicate how well content encourages visitors to take a deeper action.

8. Conversion Rate:
   The percentage of visitors or users who complete a desired action, such as making a purchase, signing up for a newsletter, or requesting more information. While this is also a sales metric, it is often considered an engagement metric because it measures how well users are responding to calls-to-action.

9. Comments and Conversations:
   The frequency and quality of direct interactions with users, such as responses to comments, discussions, and customer inquiries. These interactions indicate a higher level of engagement and customer interest.

10. Page Interactions:
    The number of clicks, swipes, or interactions within a webpage, such as navigating through images, clicking buttons, or expanding sections. This helps measure how users are engaging with the website’s design and content.

A metric measuring the level of interaction and participation with content or social media posts.

Short-lived content, such as Snapchat stories or Instagram stories, which disappear after a certain time.

A popup displayed when a user shows signs of leaving a website, encouraging them to stay or take an action.

The percentage of visitors who leave a website from a specific page.

Data collected directly from customers or users by a brand, often used for personalization.

Offering a basic product or service for free with premium features available for a fee.

The number of times an advertisement or message is delivered to the same person or audience.

The process of delivering a product to a customer after a purchase is made.

A marketing model that represents the stages a customer goes through in the buying process, from awareness to purchase.

The marketing funnel is structured into three main sections: top, middle, and bottom. Each section represents different stages of the customer journey, indicating various levels of interaction, engagement, and readiness to make a purchase or conversion. Here's a breakdown of these sections:

1. Top of the Funnel (TOFU) - Awareness Stage

   This stage represents the widest part of the funnel, where potential customers enter the initial phase of the buying process.

   Objective: Attract and create awareness among a broad audience who might have a problem or a need that your product or service could address.

   Activities: Content creation (blogs, social media posts, infographics, videos), SEO, social media marketing, display advertising, and other tactics focused on generating interest and drawing attention to your brand.

2. Middle of the Funnel (MOFU) - Consideration/Interest Stage

   In this stage, prospects move from being aware to showing interest and considering possible solutions to their needs or problems.

   Objective: Nurture leads and educate them about your products or services to build trust and credibility.

   Activities: Email marketing campaigns, providing in-depth guides, webinars, case studies, product demos, and other content that addresses specific pain points or answers questions potential customers may have.

3. Bottom of the Funnel (BOFU) - Decision/Conversion Stage

   The narrowest part of the funnel where leads are most engaged and ready to make a purchase or take a specific action.

   Objective: Convert leads into customers by providing the right incentives or information to facilitate their decision-making.

   Activities: Free trials, discount offers, testimonials, detailed product information, personalized messages, and clear calls-to-action (CTAs) encouraging conversion or purchase.

   As prospects move through the funnel, the number of potential customers decreases (as not all who enter the top will convert at the bottom). However, those who do reach the bottom are typically more qualified and have a higher likelihood of converting.

   Modern marketing strategies often focus on optimizing and personalizing content and experiences at each stage of the funnel. This might involve using data analytics, marketing automation, and targeted messaging to better understand customer behavior and tailor interactions to meet their needs at each stage, thus increasing the chances of conversion.

Incorporating game elements and mechanisms into marketing strategies to engage and motivate customers.

Delivering content or ads to users based on their location or geographic area.

A type of image format often used in social media for short animations or memes.

A comprehensive plan that outlines how a company will reach its target audience and deliver its products or services to customers. It encompasses various aspects of business, marketing, and sales to ensure a successful market entry or expansion. A well-defined GTM strategy is essential for achieving business objectives and maximizing market potential.

An online advertising platform that allows businesses to display ads on Google's search engine results and network.

Strategies and tactics to rapidly grow a business, often with a focus on experimentation.

A data-driven approach to marketing focused on achieving rapid and sustainable growth.

Unconventional and creative marketing tactics that rely on low-cost and high-impact methods.

A word or phrase preceded by the pound or hash symbol (#) used on social media platforms to categorize content and make it more discoverable. When users include a hashtag in their social media posts, it becomes a clickable link that leads to a feed containing other posts that also include the same hashtag.

HTML tags (H1, H2, H3, etc.) used to structure content on a web page for SEO purposes.

A visual representation of data where values are depicted using color, helpful for analyzing user behavior on a website.

A social media management platform for scheduling and analyzing social media content.

A lead that has expressed a high level of interest in your product or service and is ready to make a purchase decision soon.

Ex: Someone who fills out a "Contact Sales" form, adds products to a shopping cart, or explicitly states they need your solution urgently.

Hot leads are closest to conversion and require immediate attention from the sales team.

Brand identity is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, tone of voice, a particular font or a symbol which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment.

The percentage of impressions an ad receives compared to the total available in a campaign.

A hyperlink from an external website to your website, which can boost SEO.

Strategies to earn links from other websites to improve SEO and domain authority.

A strategy focused on attracting customers by creating valuable content and experiences tailored to them rather than traditional advertising. It involves drawing potential customers in, rather than pushing a brand, product, or service onto them.

This approach aims to engage and address the needs of the audience at various stages of their buyer's journey, from awareness to consideration and decision-making.

A marketing strategy where brands partner with individuals who have a significant following and influence on social media or other online platforms to promote their products, services, or brand.

Influencers, who can be celebrities, industry experts, or even micro-influencers with smaller, but highly engaged audiences, create content that showcases the brand in a way that resonates with their followers.

This type of advertising leverages the influencer's credibility, trust, and ability to engage their audience to drive awareness, conversions, and sales.

Ex: Sponsored Posts, Product Reviews, Unboxings, Affiliate Marketing, Brand Ambassadors, Giveaways, Contests.

Used by businesses to boost brand visibility, drive customer action, and improve marketing outcomes.

Partnering with social media influencers to promote products or services.

Tools and software to discover, manage, and measure influencer marketing campaigns.

The process of reaching out to and building relationships with social media influencers.

The image and personality that influencers project to their audience.

A visual representation of information, data, or knowledge designed to present complex information quickly and clearly.

Infographics blend graphics, text, and design elements to convey information in a visually engaging and easily understandable format.

A strategy that ensures all marketing messages are consistent across various channels.

Refers to the stage in the customer journey where a potential customer demonstrates a clear interest or desire to take a specific action, such as making a purchase, signing up for a service, or engaging further with a brand.

It indicates that the customer has moved beyond the consideration phase and is now actively planning or preparing to make a decision.

Examples:

Adding items to a shopping cart or a wish list.

Requesting a demo or a quote.

Starting the checkout process but not completing the purchase.

Clicking on pricing or product comparison pages.

Engaging with emails or follow-up offers related to a specific product.

In marketing, interest refers to a stage in the customer journey where a potential customer has shown a level of curiosity or engagement with a product, service, or brand.

It is the phase following awareness, where the customer moves beyond just recognizing the brand or product to actively exploring it.

Interest is an important metric because it indicates that the customer is considering a purchase or deeper engagement, but has not yet committed.

A high-level, object-oriented programming language that was developed by Sun Microsystems in 1995 (now owned by Oracle Corporation).

It is one of the most widely used programming languages in the world, known for its platform independence, robustness, and versatility, enabling developers to create applications for web, mobile, desktop, and enterprise systems.

Java is used for game development, especially for mobile platforms.

Is the primary language for developing Android apps (alongside Kotlin).

A versatile and widely-used programming language primarily employed for web development.

It's often referred to as the language of the web, as it enables interactivity and dynamic functionalities on most modern websites, allowing developers to create engaging and interactive web pages.

Visual representation of the customer's interaction with a brand across various touchpoints.

Individuals or groups who have a vested interest in a marketing campaign or a brand's success.

The percentage of times a keyword appears in relation to the total number of words on a webpage.

The process of identifying and selecting keywords relevant to a product or service for search engine optimization (SEO).

Software and tools used to find and analyze keywords for SEO and content optimization.

Overloading a webpage with keywords in an attempt to manipulate search engine rankings, which is considered a black-hat SEO technique.

Interactive self-service booths or kiosks that promote products or services.

An influencer or expert in a specific field who can impact the opinions and behaviors of their followers.

Specific metrics used to measure the success of marketing campaigns.

A dedicated web page designed to capture visitor information or encourage a specific action.

The percentage of visitors to a landing page who complete a desired action.

Making improvements to a landing page to increase conversions and achieve marketing goals.

The process of attracting and capturing potential customer leads.

A marketing and sales technique used to rank and prioritize potential customers (leads) based on their likelihood to convert into paying customers.

It involves assigning a numerical value or score to each lead, based on various factors such as their engagement with your brand, demographic information, behavior, and how well they fit your ideal customer profile.

Examples:

Positive scoring:

• Visiting a product page: +10 points

• Downloading a whitepaper: +20 points

• Attending a webinar: +15 points

• Contacting customer support: +25 points

Negative scoring:

• Unsubscribing from an email list: -10 points

• Ignoring follow-up emails: -5 points

• Reporting an email as spam: -20 points

The predicted net profit attributed to the entire future relationship with a customer.

A graphic symbol, emblem, or design that serves as a visual representation of a brand, business, organization, or product. Logos are a fundamental element of a company's visual identity and play a crucial role in creating brand recognition, conveying the brand's message, and making a memorable impression on customers.

A system that rewards customers for repeat business and brand loyalty.

The process of collecting and analyzing data about a market, including customer preferences and trends.

Dividing a larger market into smaller, distinct segments based on shared characteristics and needs.

Characteristics used to divide a market into segments, such as psychographics, lifestyle, or buying behavior.

A company's portion of total sales within a specific market or industry.

The general direction in which a particular market is moving or developing over time. These trends are the result of various factors, including changes in consumer behavior, technological advancements, economic conditions, and shifts in the competitive landscape. Staying informed about market trends is essential for businesses to make informed decisions, adapt to changing conditions, and identify potential opportunities and threats.

The use of software and technology to streamline and automate marketing tasks and workflows.

A coordinated series of activities and efforts designed to achieve a specific business goal, such as raising awareness, generating leads, or driving sales.

It typically involves targeting a defined audience through multiple marketing channels, with a clear message and a set timeframe.

A marketing campaign is structured to achieve measurable results and is often supported by a budget, creative content, and performance tracking to evaluate its success.

Quantitative measures used to assess the performance, effectiveness, and success of marketing activities, campaigns, and strategies.

These metrics help businesses track progress toward their goals, evaluate return on investment (ROI), and make data-driven decisions for optimizing marketing efforts.

Metrics can span across different stages of the marketing funnel, from awareness to conversion and retention, offering insights into how well marketing initiatives are engaging customers and driving business outcomes.

Ex: Awareness metrics, Engagement Metrics, Conversion Metrics, Retention Metrics, Revenue & ROI Metrics.

The combination of Product, Price, Place, and Promotion used to develop a marketing strategy.

A lead that has engaged with your marketing efforts and demonstrates interest in your product or service but isn’t ready for a direct sales pitch yet.

Ex: Someone who downloads an eBook, subscribes to a newsletter, or attends a webinar.

They are in the early stages of the buyer’s journey and need further nurturing to become ready for sales engagement.

The process of collecting, analyzing, and interpreting information about a market, including data about consumers, products, competitors, and the overall business environment. The primary purpose of marketing research is to gather insights that can inform marketing strategies, improve decision-making, and support the development and execution of marketing plans.

A comprehensive plan that outlines how a business or organization will achieve its marketing and business goals. It serves as a roadmap for all marketing activities, defining the target audience, key messages, tactics, and resources needed to implement a marketing campaign successfully. A well-crafted marketing strategy considers various factors and aligns the marketing efforts with the overall business objectives.

Marketing strategies and campaigns designed for mobile devices and platforms, such as mobile-friendly websites, mobile apps, and SMS marketing.

The process of continuously tracking and analyzing the performance of marketing activities, campaigns, and strategies to ensure they are achieving the desired objectives.

It involves the collection and assessment of relevant data, metrics, and key performance indicators (KPIs) to evaluate the effectiveness of marketing efforts and make informed decisions for improvement.

A crucial practice that helps marketers measure the success of their efforts, identify areas for improvement, and make informed decisions that drive better outcomes.

It ensures that marketing strategies are responsive, effective, and aligned with overall business goals.

Motion graphics is a digital design technique that involves the use of animation and visual effects to create compelling and dynamic visual content. It is a versatile form of graphic design that combines elements like text, images, shapes, and video to convey a message or tell a story in a visually engaging way.

Using multiple marketing channels to reach customers, such as email, social media, and SMS.

Testing multiple variables at once to optimize elements of a marketing campaign.

Testing multiple variables at once to optimize elements of a marketing campaign.

The process of creating a unique and memorable name for a product, service, company, or even individual offerings within a business. An effective brand name is crucial as it represents the identity, values, and essence of the entity it represents.

A type of online advertising that matches the form and function of the platform on which it appears. It's designed to blend in seamlessly with the content or user experience of a website, social media platform, or other digital mediums. The goal is to create ads that don't interrupt the user's experience and instead appear more natural and less intrusive compared to traditional display ads.

A small, specialized segment of a broader market with unique needs, characteristics and preferences.

Focusing marketing efforts on a specific, narrow target audience.

Building and maintaining relationships with potential customers throughout the sales funnel.

Providing a seamless and integrated customer experience across multiple channels, such as online, in-store, and mobile.

Ensuring a consistent brand experience across all devices, including desktop and mobile.

Ensuring a consistent customer experience across all channels, including online and offline.

A seamless and integrated shopping experience across multiple channels, online and offline.

Strategies and techniques to monitor and control a brand's online image and perception.

Visitors who come to a website through unpaid, natural search results.

Advertising in outdoor spaces like billboards, transit ads, and digital displays.

Traditional marketing methods that involve reaching out to potential customers, such as cold calling.

An email sent to reach out to potential partners, influencers, or customers.

Content and media assets created and controlled by a brand, such as a company's website or blog.

A metric that tracks the number of times a particular web page has been viewed or loaded by visitors.

It represents a unit of measurement used to gauge the popularity or traffic of a web page within a specific period, typically over a day, week, month, or year.

They represent fundamental metric in web analytics, providing valuable information about the level of engagement, popularity, and traffic of individual web pages, aiding website owners and marketers in making informed decisions to optimize their online presence and content strategies.

The idea that roughly 80% of effects come from 20% of causes, often applied to marketing (e.g., 80% of sales from 20% of customers).

An advertising model in which advertisers pay a fee each time their ad is clicked. Google Ads and Facebook Ads are common platforms for PPC advertising.

Also known as Cost Per Mille (CPM), is an advertising pricing model where advertisers pay a fee for every 1,000 times their ad is displayed or viewed by users, regardless of whether the user interacts with the ad or not.

An advertising model where advertisers pay for each view of an ad or content.

Sending marketing messages only to people who have given explicit consent.

A detailed profile representing the characteristics and behaviors of a target customer.

The practice of marketing and promoting oneself as a brand. It involves the intentional effort to establish and influence how others perceive an individual, highlighting their unique skills, strengths, personality, values, and expertise in a way that differentiates them from others. Personal branding is about managing and shaping the public image and reputation of an individual.

Customizing marketing messages and content for individual users or segments.

Refers to the stage that occurs after a customer has completed a purchase.

It involves all the activities and strategies aimed at maintaining a positive relationship with the customer, ensuring satisfaction, and encouraging repeat business.

This phase is critical because the customer’s experience after the purchase can influence their decision to buy again, recommend the product to others, or provide feedback.

Examples:

Sending a thank-you email or receipt after a purchase.

Requesting feedback through surveys or follow-up calls.

Offering customer support for any issues with the product.

Providing personalized recommendations or discounts for future purchases.

Running a loyalty program to reward repeat customers.

The process of creating, designing, and bringing a new product or an improved version of an existing product to market.

It involves a series of steps, from identifying customer needs and generating ideas, to designing, testing, and launching the final product.

The goal is to deliver a product that meets market demands, solves customer problems, and aligns with the company's business objectives.

Also known as a product-mix matrix or a product portfolio matrix, is a strategic tool used by businesses to analyze and manage their product lines or offerings.

It helps in evaluating and visualizing the different products or services a company offers within its portfolio and assists in making strategic decisions regarding resource allocation, investment, and growth.

The automated process of buying, selling, and optimizing digital advertising through the use of software and algorithms.

Instead of manually negotiating and purchasing ad space, programmatic advertising uses real-time data and artificial intelligence (AI) to purchase ad inventory, target specific audiences, and deliver personalized ads across various digital platforms and channels.

This process helps to improve efficiency, targeting accuracy, and overall campaign effectiveness.

Ex: Display ads, Video Ads, Native Ads, Social Media Ads, Audio Ads.

It enhances efficiency, precision, and effectiveness, making it a powerful tool for advertisers seeking to reach the right people with relevant ads at scale.

The practice of managing and shaping the public perception of an organization, brand, individual, or product.

It involves creating and maintaining a positive image, fostering relationships with the media, and engaging with various stakeholders, including customers, investors, employees, and the general public.

PR professionals work to secure positive media coverage through press releases, news articles, interviews, and other forms of media exposure. They share important news, updates, and stories about the organization, ensuring consistent and positive messaging.

This helps organizations gain visibility and effectively manage their reputation in the public eye.

The goal of PR is to build trust, credibility, and goodwill, often through strategic communication and media outreach.

In marketing, purchase refers to the final stage in the customer journey where a potential customer makes the decision to acquire a product or service, completing a transaction and becoming an actual buyer.

This stage marks the point where intent and consideration culminate in the exchange of money for goods or services.

Examples:

Completed checkout on an e-commerce website.

Payment transaction for a service or product.

In-store purchase where the customer physically buys the product and completes the transaction.

Short for Quick Response code, is a type of two-dimensional barcode that contains information encoded within it and can be scanned with a smartphone to access it. Originally developed in Japan, QR codes have become widely popular due to their ability to store a large amount of data and their ease of use.

A potential customer or prospect who has demonstrated a higher level of interest or engagement with a product or service and has the potential to become a paying customer.

In the context of sales and marketing, qualifying a lead involves evaluating and determining whether a prospect meets certain criteria or conditions that make them more likely to make a purchase.

Non-numerical data used to explore and understand customer attitudes and behaviors.

High-quality and valuable content that engages and informs the target audience.

A metric used in online advertising to measure the quality and relevance of keywords and ads.

The use of statistical techniques to analyze and interpret data.

Numerical data used for statistical analysis, such as sales figures or website traffic.

Research methods that involve numerical data and statistical analysis.

Advertising to users who have previously interacted with a brand's website or content.

The process of collecting, analyzing, and presenting data and insights about the performance of marketing activities, campaigns, or strategies.

The goal of marketing reporting is to communicate the results of marketing efforts, track progress toward objectives, and provide actionable insights that can guide future decision-making.

A vital process that allows businesses to evaluate the performance of their marketing activities, make data-driven decisions, and refine strategies to achieve better results.

Through regular and insightful reports, businesses can optimize their marketing efforts, align them with business goals, and improve their overall marketing effectiveness.

An approach to web design and development that ensures a website or web application adapts and displays content optimally on various screen sizes and devices. It aims to provide a consistent and user-friendly experience, whether the user is accessing the site on a desktop computer, laptop, tablet, or smartphone.

Displaying targeted ads to users who have previously visited a website but didn't complete an action.

Key performance indicators (KPIs) used to measure how effectively a business retains its customers over time.

These metrics track customer loyalty, satisfaction, and the likelihood of repeat business, providing valuable insights into the long-term relationship between a brand and its customers.

Retention metrics are critical for understanding customer satisfaction, identifying opportunities for improving customer experience, and reducing churn (the rate at which customers stop doing business with a company).

1. Customer Retention Rate (CRR):
   The percentage of customers who continue to make purchases or remain engaged with the brand over a specific period. This metric helps businesses understand how well they are retaining their customer base.
   Customer Retention Rate=(Number of Customers at End of Period−New Customers Acquired)/Number of Customers at Start of Period×100

2. Churn Rate:
   The percentage of customers who stop doing business with the company over a specific time period. A high churn rate can indicate dissatisfaction, poor customer service, or competitive threats.
   Churn Rate=Number of Customers Lost/Number of Customers at the Start of the Period×100

3. Repeat Purchase Rate (RPR):
   The percentage of customers who make additional purchases after their first purchase. It’s an important indicator of customer loyalty and the success of retention efforts.
   Repeat Purchase Rate=Number of Customers Who Made a Repeat Purchase/Total Number of Customers×100

4. Customer Lifetime Value (CLV):
   The total revenue a business expects to generate from a customer during their entire relationship with the brand. CLV is a valuable metric for understanding the long-term value of retaining customers.
   CLV=Average Purchase Value×Purchase Frequency×Customer Lifespan

5. Net Promoter Score (NPS):
   A metric used to measure customer satisfaction and loyalty by asking how likely customers are to recommend a brand to others. A high NPS score indicates strong customer retention and advocacy.
   NPS=%Promoters−%Detractors

6. Customer Engagement Rate:
   The level of interaction a customer has with a brand over time, including activities such as using the product, engaging with customer support, or interacting with content. Higher engagement often correlates with stronger retention.

7. Customer Satisfaction Score (CSAT):
   A measure of customer satisfaction based on survey responses, typically asking customers to rate their satisfaction with a product, service, or experience on a scale. High CSAT scores are indicative of a positive customer experience, which often leads to higher retention.

8. Product/Service Adoption Rate:
   The percentage of customers who adopt and continue using a particular product or service over time. A high adoption rate suggests that customers find value in the offering and are likely to remain loyal.

9. Referral Rate:
   The percentage of customers who refer others to the business. Customers who refer others are generally more satisfied and engaged, indicating strong retention and loyalty.

10. Customer Renewal Rate:
    The percentage of customers who renew their subscription or contract after an initial period, commonly used for subscription-based businesses. A high renewal rate suggests good customer retention and satisfaction.

Key performance indicators (KPIs) used to measure and track the income generated by a business from its products, services, or other business activities.

These metrics help businesses assess their financial performance, identify growth opportunities, and understand the drivers of revenue generation.

1. Total Revenue:
   The total amount of money earned by the business through the sale of goods or services over a specific period. Total revenue is the starting point for calculating profitability.
   Total Revenue=Number of Units Sold×Price Per Unit

2. Revenue Growth Rate:
   The percentage increase or decrease in revenue over a specific period, such as month-over-month or year-over-year. This metric helps track the business’s revenue trajectory and growth performance.
   Revenue Growth Rate=(Revenue This Period−Revenue Last Period)/Revenue Last Period×100

3. Average Revenue Per User (ARPU):
   The average amount of revenue generated per user or customer. ARPU is commonly used by subscription-based businesses or companies with a large customer base to assess how much income each customer generates.
   ARPU=Total Revenue/Total Number of Customers or Users

4. Recurring Revenue:
   Revenue that is generated on a regular basis (such as monthly or annually) from ongoing contracts or subscriptions. This is a key metric for subscription-based businesses and SaaS (Software as a Service) models.
   Recurring Revenue=Monthly Subscription Fee×Number of Subscribers

5. Revenue per Conversion:
   The average amount of revenue generated per conversion or customer action, such as making a purchase or completing a transaction. This helps measure the effectiveness of a sales funnel or marketing campaign in generating income.

An evaluation or assessment of a product, service, experience, or any other subject based on personal opinions, experiences, and observations. Reviews can take various forms, including written articles, blog posts, videos, star ratings, or social media posts, and they are often shared with the purpose of informing others about the quality, value, or overall experience related to a particular item or event. Reviews can be both positive and negative and play a significant role in various aspects of modern life, including consumer decision-making, online commerce, and entertainment.

A financial metric used to evaluate the profitability and efficiency of a marketing campaign or investment relative to its cost. ROI is expressed as a ratio or percentage and is calculated by dividing the net profit (or gain) from an investment by the initial cost of the investment, then multiplying the result by 100 to get a percentage.

Measure the financial return generated from investments made in marketing, sales, or business activities.

These metrics help businesses evaluate whether their investments are yielding sufficient returns and justify further spending.

1. Return on Investment (ROI):
   The most common metric for evaluating the profitability of an investment. ROI compares the gain or loss from an investment relative to its cost.
   ROI=(Revenue from Investment−Cost of Investment)/Cost of Investment×100

2. Marketing ROI (MROI):
   A specific ROI metric that focuses on the return generated from marketing activities. MROI helps determine whether the money spent on marketing campaigns is resulting in profitable returns.
   MROI=Revenue Attributable to Marketing/Marketing Spend×100

3. Customer Acquisition Cost (CAC) vs. Customer Lifetime Value (CLV):
   A comparison of the cost to acquire a customer (CAC) versus the revenue expected from that customer over their lifetime (CLV). A high CLV to CAC ratio indicates a good return on investment in customer acquisition.

4. Return on Ad Spend (ROAS):
   A metric used to measure the effectiveness of advertising campaigns by calculating the revenue generated for every dollar spent on ads.
   ROAS=Revenue from Ads/Cost of Ads

5. Profit Margin:
   A measure of profitability that shows the percentage of revenue that exceeds the costs of production, advertising, and other business expenses. Profit margin is a key indicator of financial efficiency.
   Profit Margin=Net Profit/Revenue×100

6. Break-even Point:
   The point at which total revenue equals total costs, meaning the business has neither gained nor lost money. This is a critical metric for understanding the level of sales or revenue needed to cover expenses.

A lead that has been evaluated by the sales team and deemed ready for direct engagement or sales conversations.

Ex: Someone who requests a product demo, asks for pricing, or explicitly shows intent to purchase.

SQLs are more likely to convert as they are further along the decision-making process.

A comprehensive plan that outlines the approach a business will take to sell its products or services, with the goal of achieving specific sales targets and business objectives.

It involves identifying the target market, understanding customer needs, defining key sales tactics, and setting measurable goals to drive revenue growth.

A sales strategy typically includes elements such as sales processes, team structure, pricing, positioning, and methods for acquiring, retaining, and growing customers.

A digital marketing strategy focused on promoting websites by increasing their visibility in search engine results pages (SERPs) through paid advertising and optimization. It involves two main approaches: Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising.

The page that a search engine displays in response to a user's query or search term. When someone enters a search query into a search engine like Google, Bing, Yahoo, or others, the search engine returns a list of results on the SERP.

Characteristics used to divide a market into segments, such as demographics, behavior, or geography.

The process of optimizing a website to improve its visibility and ranking in organic (unpaid) search engine results pages (SERPs). It involves optimizing various elements on and off a website to make it more appealing to search engines and users.

This focuses on factors outside the website that influence its search engine rankings. Key elements include:

• Link Building: Acquiring high-quality backlinks from reputable and relevant websites, as search engines consider links as a signal of trust and authority.

• Social Media Signals: Engaging on social media platforms to promote content and generate shares, likes, and discussions, which can indirectly impact rankings.

• Online Reputation Management: Monitoring and managing online reviews, mentions, and comments to maintain a positive online reputation.

This involves optimizing individual web pages to improve their relevance to specific keywords and make them more search engine-friendly. Elements include:

• Keyword Research: Identifying relevant keywords that users are searching for and strategically using them in content.

• Content Optimization: Creating high-quality, valuable, and relevant content that incorporates targeted keywords naturally.

• Meta Tags: Crafting compelling and relevant meta titles, meta descriptions, and headings that accurately describe the content.

• URL Structure: Creating clean, descriptive, and user-friendly URLs.

• Internal Linking: Connecting different pages within the website using hyperlinks to improve navigation and distribute link equity.

A contract or agreement between a service provider and a client that defines the specific services to be delivered, performance standards (such as response times and uptime), and the responsibilities of both parties.

It outlines measurable targets and includes penalties for failing to meet agreed-upon service levels, ensuring accountability and clarity in service delivery.

SLAs are commonly used in various industries, especially in IT, telecommunications, outsourcing, and customer support services.

Elements on a search engine results page beyond organic results, such as featured snippets, knowledge graphs, and ads.

Small to Medium Businesses (SMBs), also commonly referred to as Small and Medium-sized Enterprises (SMEs), are businesses that fall within a certain size range in terms of revenue, number of employees, or other criteria set by different countries or organizations.

Typically categorised as:

Small businesses - often with fewer than 100 employees and relatively low revenue.

Medium-sized businesses - between 100 and 500 employees and moderate revenue.

SMBs play a significant role in the economy, offering a wide range of goods and services while often facing different challenges and opportunities compared to larger enterprises.

Smarketing is the alignment and collaboration between a company's Sales and Marketing teams to achieve common business goals, such as increasing revenue and improving lead conversion.

It involves shared objectives, clear communication, coordinated strategies, and mutual accountability to optimize lead generation, nurturing, and sales processes for better overall performance and customer experience.

Basically the term "smarketing" is a blend of "sales" and "marketing," emphasizing the need for these traditionally separate departments to work together more closely.

The formula or rules used by social media platforms to determine what content is shown to users.

Utilizing social media platforms like Facebook, Twitter, Instagram, and LinkedIn to reach and engage with audiences. Strategies include posting content, running paid ads, and fostering community engagement.

Evidence that others have used and benefited from a product or service, often displayed as reviews or ratings.

The overall goals and objectives of a campaign and determining the best ways to achieve those goals. This includes conducting research to identify target audiences, analyzing the competition, and determining the key messages that will resonate with the target audience. It also involves setting budgets and timelines for the campaign, and determining the most effective channels for reaching the target audience, such as social media, email marketing, or traditional advertising.

The specific group of people a marketing campaign is designed to reach.

Delivering customized messages to specific segments of a larger audience.

The technical aspects of a website to ensure search engines can crawl, index, and understand the content efficiently.

Key elements include:

Site Structure: Creating a logical and easily navigable site structure for users and search engines.

Mobile-Friendliness: Ensuring the website is optimized for mobile devices to provide a seamless user experience.

Page Speed: Improving loading times for web pages, as faster sites tend to rank better.

Site Security (HTTPS): Implementing security measures like HTTPS encryption to protect user data and improve trustworthiness.

Selling products or services over the phone to potential customers.

Promoting products or services through television commercials and programming.

A formal statement or recommendation provided by an individual or entity, typically a satisfied customer, client, or user, who shares their positive experiences, opinions, and feedback regarding a product, service, business, or individual. Testimonials are often used in marketing, advertising, and public relations to build trust, credibility, and confidence among potential customers or clients.

Marketing campaigns delivered through SMS or text messaging.

A web page or digital element that is displayed to a user after they have completed a specific action or transaction on a website. The purpose of a thank you page is to express appreciation to the user for their action, provide confirmation, and often deliver additional information or instructions related to that action.

The use of conventional media channels to promote products, services, or brands to a broad audience.

It encompasses various offline methods that have been used for decades to reach potential customers, often through mass media platforms.

Traditional advertising relies on paid placements to deliver messages to a wide demographic, without the precise targeting capabilities of digital media.

Ex: TV, Radio, Print, Outdoor, Direct Mail, Telemarketing.

The specific factor or characteristic that sets a product, service, or brand apart from competitors in the marketplace. A USP is a distinctive feature or benefit that makes a product or service unique and attractive to consumers, compelling them to choose it over other available options.

A distinct individual who visits a website, counted separately from repeat visitors.

The overall experience a person has when interacting with a product or website.

The process of enhancing user satisfaction by improving the usability and accessibility of a product or website.

The visual elements and design of a website or application that users interact with.

A fictional representation of a target customer based on data and research.

Content created by customers or users of a product or service, often shared on social media.

The amount of time a system, service, or piece of equipment is operational and available for use without interruption.

It is commonly expressed as a percentage of total time over a given period and is a critical metric for assessing the reliability and performance of systems such as servers, websites, networks, or software applications.

Industry standards

• 99% Uptime: Approximately 7 hours and 12 minutes of downtime per month.

• 99.9% Uptime ("Three Nines"): Approximately 43 minutes of downtime per month.

• 99.99% Uptime ("Four Nines"): Approximately 4 minutes and 20 seconds of downtime per month.

• 99.999% Uptime ("Five Nines"): Less than 26 seconds of downtime per month.

Examples:

• A web hosting provider guarantees 99.9% uptime for its servers, ensuring minimal disruptions for clients’ websites.

• A cloud storage service advertises 99.99% uptime, offering high reliability for users accessing their data.

Superficial metrics that may look impressive but don't provide meaningful insights into a campaign's success.

A customized web address that redirects to a longer or less memorable URL.

Creating and promoting video content through platforms like YouTube and social media. Video has become an increasingly popular and engaging form of content.

A measure of the rate at which a viral marketing campaign attracts new users.

A process by which users of a product or service promote it to others, creating a viral effect.

A measure of how many new users are attracted through viral marketing efforts.

A video that spreads rapidly on the internet, often through social media sharing.

Anything related to the sense of sight or vision. It encompasses a wide range of elements and concepts, including images, graphics, design, and the perception of the physical world through the eyes.

Any materials or designs used to convey messages or information visually, such as posters, advertisements, and infographics.

Content that is primarily visual, such as images, videos, and infographics, used for various purposes like storytelling, marketing, and education.

This refers to the process of creating the visual aspects of a product or medium, such as the design of websites, apps, user interfaces (UI), and user experience (UX) design.

The visual elements, including logos, color schemes, and typography, that represent and distinguish a brand or organization.

The practice of designing retail spaces, displays, and product arrangements to attract and engage customers, encouraging them to make purchases.

A lead that has engaged with your brand to some extent but hasn’t demonstrated a strong intent to buy.

Ex: Someone who follows your social media, visits your website repeatedly, or opens your marketing emails.

They are familiar with your brand but need further interaction or persuasion to move closer to purchasing.

A term describing the transition of the internet from static web pages to dynamic, interactive platforms.

Is a vision of the internet that seeks to create a more intelligent, interconnected, and decentralized web.

The collection and analysis of website data to understand user behavior and performance.

A live or pre-recorded online seminar or presentation for educating and engaging an audience.

A detailed report or guide that provides in-depth information on a specific topic, often used for thought leadership.

A visual representation or a simple, skeletal outline of a webpage, mobile app, or user interface (UI). It is a low-fidelity, often black-and-white or grayscale, design that is used to plan and illustrate the layout, structure, and functionality of a digital product. Wireframes serve as a foundational step in the design and development process, helping designers, developers, and stakeholders conceptualize the user interface and its user experience.

The process of people sharing information and recommendations about products or services with others. In marketing, promotion that relies on recommendations and referrals from satisfied customers.

A popular content management system (CMS) used to create and manage websites and blogs.

A technology used in photocopying and laser printing.

A structured data format used for sharing and syndicating content between different systems.

A file that lists all the pages of a website, helping search engines index the content.

A protocol used for exchanging information between a web server and a user's web application.

A pricing strategy to optimize revenue by adjusting prices based on demand.

In the context of pricing, the point at which additional marketing expenses are not justified by increased revenue.

Marketing strategies targeted specifically at a young audience.

Marketing strategies and techniques specific to the YouTube platform.

A statistical test used to determine the significance of differences between two sets of data.

The point at which a consumer first encounters information about a product or service before making a purchasing decision.

A sustainable approach to marketing that minimizes waste and environmental impact.

A search query that provides a direct answer without requiring the user to click on any search results.

A situation in which one party's gain or loss is balanced by the loss or gain of another party.

A consumer decision-making model that recognizes the complexity of the buying process.