Essential Marketing Terms and Definitions
Email Marketing
Email marketing is a marketing channel, usually housed under digital marketing, that uses email to reach customers and promote current products.
Facebook Marketing
Facebook marketing refers to the act of marketing your business on Facebook, which remains a popular social media platform with over 3 billion monthly active users. On the site, you can use a balance of organic and paid advertising to reach potential and current customers.
The Four Ps
Successful marketing relies on the Four Ps, which include product, price, place, and promotion. The Four Ps are considered a “marketing mix” or an essential framework for developing a marketing strategy and plan.
Geofencing
Geofencing is a way to target customers who enter a defined area. It is location-based marketing that involves using digital tools, like GPS or Wi-Fi, to set up a digital perimeter around a certain area and trigger an action, like a text message offering a coupon, when a person enters the area.
Google Ads Specialist
A Google Ads specialist is someone who manages Google Ads campaigns, usually by researching, planning, and implementing a campaign.
Go-to-Market (GTM) Strategy
A Go-to-market (GTM) strategy is a plan that businesses design and implement when they’re getting ready to launch a new product or service. It usually includes target market profiles, a marketing plan, and a concrete sales and distribution strategy.
Growth Marketing
Data drives important insights, and that’s especially true when it comes to marketing. Growth marketing means using data to analyze marketing campaigns and continue developing effective strategies based on real information and insights.
Guerrilla Marketing
Guerrilla marketing is a cost-effective strategy that involves using the element of surprise to attract brand attention or promote a product.
Inbound Marketing
Inbound marketing is a strategy that uses content and experiences to attract consumers and pull them “inbound” so that they eventually transition from consumers to customers.
Influencer Marketing
Influencer marketing is a strategy in which businesses collaborate with well-known people who have a strong online presence (often called “influencers“) to promote their products or services, or bring greater visibility to their brand.
International Marketing
International marketing refers to the strategy of marketing to any potential customers that fall outside of a domestic target audience.
Keywords in Marketing
Keywords refer to words that users search for when they look for specific information or a product online. For example, if you’re looking for new dress shoes, you may use the keywords “black dress shoes” in your Google search. Marketing professionals use keywords on their websites and product descriptions to make sure that their business appears at the top of search results.
Content Marketing
Content marketing is a facet of marketing that aims to develop relevant, authoritative content through blogs, podcasts, videos, and other types of media in order to attract and engage a target audience.
Content Strategy
Content strategy is a plan to develop, publish, and maintain content, such as blogs, podcasts, and videos. Developing a strategy often involves, among other things, researching your target audience, deciding which content types to implement, developing a process for creating content, and measuring each content type’s success.
Conversion Rate
Conversion rate is an important marketing metric that tracks the percentage of people who complete an established goal, such as signing up for a newsletter or completing a purchase. In these instances, potential customers move closer to becoming paying customers and, therefore, “convert.” A high conversion rate signifies an effective marketing strategy or advertising campaign.
CTR (Clickthrough Rate)
CTR (clickthrough rate) is a marketing metric that tells you what percentage of people perform an action after seeing an advertisement or webpage. It’s usually measured in relation to impressions, which refers to the total number of people who see an advertisement.
Customer Acquisition
Customer acquisition is a process that involves attracting customers to purchase your products. More than simply getting their attention, the process typically requires nurturing potential customers (leads) over time.
Customer Lifetime Value (CLV)
Customer lifetime value (CLV) is a key metric that determines how much revenue a business might earn from each customer over the course of their relationship. Having a high CLV can help you lower customer acquisition costs because you don’t have to spend as much to attract new customers when you have loyal customers who return regularly to make a purchase.
Customer Segmentation
Customer segmentation is the process of grouping customers by distinguishing features, so you can develop more specific marketing strategies to reach and engage them.
Digital Marketing
Digital marketing is a form of advertising that uses digital channels, such as SEO and social media, to connect and engage with customers. (See also: online marketing).
Direct Marketing
Direct marketing is a way to reach customers by sending them messages directly through channels such as mail, email, or text messages. Rather than using other types of indirect media to reach a broad array of customers, direct marketing communicates with individual customers in order to generate a more immediate action, like a purchase.
Display Advertising
Display advertising is a method of digital advertising. It features ads on websites that typically appear along the sides or near the top or bottom.
Earned Media
Earned media is another way to think about publicity. Essentially, it’s media that refers to your business and therefore advertises or promotes it in some way that you haven’t paid for.