KEY MARKETING TERMS

Click-Through:

The action of a user clicking on a digital advert or link to reach a specific destination.

Cohort:

A group of users who share a common characteristic, such as signing up in the same week, often used for analysis.

Competitive Analysis:

The process of identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to your own.

Content Marketing:

Creating and sharing valuable, relevant online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

Conversion:

The point at which a recipient of a marketing message performs a desired action, such as making a purchase or filling out a form.

Copywriting:

The art and science of writing text (copy) for the purpose of advertising or other forms of marketing.

Cross-sell:

A sales technique used to encourage a customer to buy a related or complementary product. For example, selling a phone case to someone buying a new phone.

Customer Journey:

The complete sum of experiences that customers go through when interacting with your company and brand.

Dashboard:

A tool used to visualise important marketing data and track performance metrics in one easy-to-read place.

Demo:

A demonstration of a product or service to a prospective customer to show how it works and what it can do for them.

Drip Campaign:

A series of automated emails sent to a specific group of people over time, designed to nurture them towards a specific action.

Ebook:

A digital book (longer than a blog post) that is used as a marketing tool to provide in-depth information on a topic and generate leads.

Email Marketing:

The use of email to promote products or services while developing relationships with potential customers or clients.

Engagement Rate:

A metric that measures the amount of interaction (likes, comments, shares) that a piece of content receives relative to its reach or audience size.

Event Marketing:

The process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organisation.

Freemium:

A pricing strategy where a company offers a basic version of its product or service for free, with charges for advanced or premium features.

Funnel (Marketing Funnel):

A model illustrating the theoretical customer journey from the moment of first awareness through to purchase and advocacy.

Go-to-Market (GTM) Strategy:

An action plan that specifies how a company will reach target customers and achieve competitive advantage when launching a new product or entering a new market.

Hashtag:

A word or phrase preceded by a hash sign (#), used on social media to identify messages on a specific topic.

Heatmap:

A graphical representation of data where values are depicted by colour, often used on websites to show where users click and scroll the most.

Homepage:

The main or introductory page of a website.

Impressions:

The total number of times a piece of content, like an advert or a social media post, is displayed on a screen.

Influencer Marketing:

A type of social media marketing that uses endorsements and product mentions from individuals who have a dedicated social following and are viewed as experts within their niche.

KPI (Key Performance Indicator):

A measurable value that demonstrates how effectively a company is achieving key business objectives.

Keywords:

The words and phrases that people type into search engines to find information, which SEO and SEM campaigns target.