Glossary Of Marketing Terms, Definitions, Concepts And Techniques

dictionary of marketing terms

Matching products to customers ultimately ensures profitability. A written description of the position that a company wishes itself, its product or its brand to occupy in the minds of its target audience. Intended The statement explains why the company is Online Accounting different than competitors and what consumers will gain from purchasing it. Branding agencies specialize in strategic brand building and management. The estimated financial value that all of a brand’s tangible and intangible assets bring to a company.

Learn more about how to use NPS surveys for marketing here. Native advertising can come in many forms, whether it’s radio announcers talking favorably about a product sponsoring the show, or an article about a product or company showing up in your news source. Here are examples of some of the best native advertising out there. Long-tail keywords are more specific, which means visitors that land on your website from a long-tail search term are more qualified, and consequently, more likely to convert.

Design that involves selecting specific numbers of respondents who possess certain characteristics known, or presumed, to affect the subject of the research study. Rank order procedure in which objects are sorted into piles based on similarity with respect to some criterion. Sampling design guaranteeing that stratified random sampling will be at least as efficient as SRS. The number of elements selected from a stratum is directly proportional to the size of the stratum. Data collected for a specific research need; they are customised and require specialised collection procedures. Scale that presents the respondent with two objects at a time and asks the respondent to select one of the two according to some criterion.

  • B2B copywriting sells a product or service to other businesses, rather than directly to consumers.
  • “Inbound” is generally used by the person receiving the link.
  • Professionals who work in a corporation’s marketing and promotion departments seek to get the attention of key potential audiences through advertising.
  • Increasing the value by throwing in something which has its own separate value can be very persuasive to customers.
  • TOFU stands for top of the funnel and is the beginning of the buyer’s journey.

A seminar conducted and given online which typically includes both audio and visual communication between the instructor and webinar attendees. Short for video blog, a vlog can cover any topic and often features or is voiced by the vlogger himself. High Relevance Scores indicate the ad is resonating with your audience, while low Relevance Scores cause your ads to be more expensive. They appear in a user’s Twitter Timeline and look very similar to regular content on Twitter—The only indication that the content is an ad is a grey arrow and the words “Promoted” in grey below the ad. These are video ads that are non-skippable and run before, in the middle of, or after a video has been played.


This can be done by modifying a website to score well in the algorithms search engines use to determine rank, or by purchasing placement with individual keywords. Often, SEO programs are a blend of several elements and strategies. A key advantage of this method is that it gives marketers the ability to reach the right people with the right message at the right time. For many marketers, keyword marketing results in the placement of anadwhen certain keywords are entered. P.S. The terms are in alphabetical order and the complete growth marketing dictionary with updates will be available on the growth hacking mastery course.

dictionary of marketing terms

Content may be released in the form of text, image, video, or audio. Describing a business that markets – or sells – to other businesses. This is a business that has a physical store instead of or in addition to an online store. The starting point from which comparisons are made for analysis, performance improvement, forecasting and strategy creation. A computer, machine, or software system or process that can mimic certain aspects of human intellect.

A set of rules or specified instructions required for performing a task or solving a problem. This includes written code as well as other bits of information working together in an attempt to get you what you’re looking for.

This is what the copywriting is all about, making a strong offer to the customer. Everything that is written and included in your copywriting is there to support the offer and increase the chance of your ideal customer accepting the offer. The contrast to this is advertising you often see in magazines and billboards which is simply to remind you of the presence of a company, without actually asking you to take immediate action. Demographics are used to categorise the population by statistical data. When thinking about demographics, you’re thinking about the hard facts that differentiate and unite your customer with other people.

Facebook Outreach

An advertising metric that marketers use to determine the amount they will pay for ads based on how many clicks the ad receives. The total cost marketing pays to acquire a lead. It is an important metric to keep track of and it influences your Customer Acquisition Cost . Anything that brings about awareness of a specific product, service or business while separating it from other establishments. Putting a spotlight on a product, service or business through paid broadcasting – print or digital. Having a handle on these words and phrases will allow you to confidently speak with customers, vendors, your sales team, and your marketing partner. But non-marketers, especially writers, visual artists, and musicians, need to market themselves; step one is understanding what everything means.

They control their product from start to finish, from development to the final sale. When you head out for a new pair of khakis at GAP, they’re the perfect example of a B2C business. What one company defines as a conversion might be different for another one. Seasonality – a business cycle driven by calendar-based events during the year. Paid content – content pushed out by the marketer via any paid means such as Facebook ads, Google Adwords, Twitter Ads, or banner ads. Ratings that indicate how influential each attribute level is in the consumer’s overall evaluations.

For example, a researcher may be investigating the customer benefits of three prototype packaging designs in order to determine which design to use. The independent variable which is manipulated is product packaging. Sample formed by having each respondent, after being interviewed, identify others who belong to the target population of interest. Procedures for transforming data by one of a number of simple arithmetic operations to make comparisons across respondents and/or scale items. The total number of respondents sent questionnaires who complete and return them, expressed as a percentage. Procedure attempting to measure a respondent’s interest in a brand or product.

A3r3 Funnel

Ad servers are automated servers that help you request, bid on, and place your ads on websites, as well as monitor the progress of each campaign. For advertisers handling billions of data per day, ad servers make it easy to select the ads with the most potential and place them on appropriate websites. If you want to improve your marketing efforts, A/B testing may come in handy. This is the process of comparing two variations of the same variable to find out which one performs best The variations can be change in copy, call-to-actions, landing pages, etc. This is also referred to as the awareness stage of the buyer’s journey.

In its most basic form, a conversion path will consist of a call-to-action that leads to a landing page with a lead capture form, which redirects to a thank you page where a content offer resides. In exchange for his or her contact information, a website visitor obtains a content offer to better help them through the buying process. If you’re still having difficulty grasping the topic based on this description, feel free to absorb it as a rabbit hunting analogy in comic form. Taking these statistics into consideration, online marketing is a critical element of a complete marketing strategy. It is vital for marketers to use online tools such as social media and digital advertising, both on website and mobile device applications, and internet forums.

SEO – Search Engine Optimization – the practice of preparing a web property to be quickly, easily, and properly indexed by a search engine, usually Google. Pages per visit – the average number of pages viewed by a single visitor during a given time period. Page views – the number of times a web page or set of web pages are viewed during a given time period.

dictionary of marketing terms

The post script is often used at the end of an email, sales page or sales letter. The reason it is used is because it is a method of catching the reader’s attention and highlighting a specific point. The idea that people buy from companies that they “know, like and trust”. is the #1 video creation platform for businesses and agencies. We help our users create loads of visual content and unlimited videos to promote anything they want effectively. This is what a consumer sees on a screen in a website or app. The UI is designed to allow a user to navigate, read, watch, and execute actions within the website or app. Intuitive UI allows people to execute those actions with ease. Bad UI causes users to have a bad experience, submit support tickets, and ask for explanations. Also referred to as website traffic, this is the total amount of online users who have visited your site over a given time period.

Blogging is writing or sharing content on a website on a regular basis. Blogging is comprised of words, videos, images, or a combination of any or all of these media forms. Business blogging is done with the intention of attracting leads and providing current clients or customers with valuable content to keep them as clients. This is a link that directs users from another website to your page. Collecting quality backlinks is one of the facets of search engine optimization , as they are one of the determining factors of a page’s relevancy, popularity, and/or importance. Marketing automation is software, such as Hubspot, used by marketing departments and businesses to automate repetitive tasks. Automation is used in conjunction with lead nurturing.

Content Management System Cms

A type of content that is visual in nature, making complex information easy to understand and digest. A measurement of likes, shares, comments or other interaction a particular piece of content receives. Keeping prospects and customers interested in your brand and invested in your success with the understanding that it’s to their benefit, as well. This is the Monday directly following Black Friday. For an ecommerce store, this is the day with the best/most deals and sales, and, typically, the heaviest flow of traffic. A measurement that allows you to assess the cost of scaling up your business. A strategic form of pricing intended to cover the expenses of running your business.

That means it’s usually a piece of sponsored content that’s relative to the consumer experience, isn’t interruptive, and looks and feels similar Accounting Periods and Methods to its editorial environment. When done correctly, you’d be able to see just how much of your marketing investment yielded new business growth.

Grow Your Brand

A Facebook app feature where users can post images and video content in a slideshow format. Facebook launched this feature shortly after the massive success of Instagram Stories. This term refers to brand mentions your company has ‘earned’ from third-party sources like news outlets. Earned media is one of the most important metrics to gauge the effectiveness of your public relations work. The percentage of users who completed a conversion divided by the total views. This term refers to the percentage at which customers stop subscribing to a service. A semi-fictional representation of your ideal customer based on research and data about them.

These traits inform brand behavior and are manifested to customers through employee actions and through prepared communication, packaging and advertising. The process of objectively examining a brand to better understand its role within the competitive landscape and dictionary of marketing terms gain insights into its consumers and what motivates category purchase. Brand discovery will reveal strengths, weaknesses and what customers value most among the brand’s offerings and why. The individual elements that come together to form the outward-facing brand.

Author: Elisabeth Waldon


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