KEY MARKETING TERMS

A/B Testing:

A method of comparing two versions of a webpage, email, or other marketing asset to see which one performs better. For example, testing two different headlines to see which one gets more clicks.

ABM (Account-Based Marketing):

ABM (Account-Based Marketing): A focused strategy where marketing and sales teams work together to target a specific set of high-value client accounts, treating them as individual markets.

Accessibility:

Designing and creating websites and content that can be used by everyone, including people with disabilities.

Advocacy:

The final stage of the marketing funnel where loyal customers actively recommend your brand to others.

Affiliate Marketing:

A partnership where an individual or company earns a commission for marketing another person's or company's products.

Analytics:

The process of discovering, interpreting, and communicating meaningful patterns in data to understand and optimise marketing performance.

Attribution:

The process of identifying which marketing channels or touchpoints contributed to a conversion, such as a sale or lead.

Awareness:

The first stage of the marketing funnel, where potential customers first become aware of your brand or product.

Benchmarks:

Benchmarks: Standards or points of reference against which your marketing performance can be measured and compared.

Blog:

A regularly updated website or web page, typically run by an individual or small group, written in an informal or conversational style.

Bounce Rate:

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

Brand Awareness:

The extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.

Brand Equity:

The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.

Brand Voice:

The unique personality a brand takes on in its communications, which is then expressed through its tone of voice.

Brand:

The overall perception, identity, and reputation of a company or product in the mind of the consumer.

CAC (Customer Acquisition Cost):

The total cost of sales and marketing efforts needed to acquire a new customer.

CLV/LTV (Customer Lifetime Value):

A prediction of the total net profit a company will make from any given customer throughout their entire relationship.

CPA (Cost Per Acquisition):

An online advertising pricing model where the advertiser pays for a specified action, such as a sale, click, or form submission.

CPC (Cost Per Click):

The actual price you pay for each click in your pay-per-click (PPC) marketing campaigns.

CPM (Cost Per Mille):

The cost an advertiser pays for one thousand views or impressions of an advertisement. "Mille" is Latin for thousand.

CRM (Customer Relationship Management):

A technology system for managing all your company’s relationships and interactions with customers and potential customers.

CTA (Call to Action):

An instruction to the audience designed to provoke an immediate response, usually using an imperative verb such as "Buy now" or "Learn more".

Case Study:

A detailed story that shows how a customer successfully used your product or service to solve a problem.

Churn:

The rate at which customers stop doing business with a company over a given period.

Click-Through Rate (CTR):

The percentage of people who see your advert or link and then actually click on it.