KEY MARKETING TERMS

Landing Page:

A standalone web page, created specifically for a marketing or advertising campaign, where a visitor "lands" after they click on a link.

Launch Plan:

A detailed, step-by-step plan that outlines all the tasks and activities required to successfully introduce a new product or service to the market.

Lead:

A potential customer who has shown interest in your company's product or service in some way, such as by providing their contact information.

MQL (Marketing Qualified Lead):

A lead who has shown more interest than other leads and is judged more likely to become a customer based on their engagement with marketing efforts.

Market Share:

The portion of a market controlled by a particular company or product, expressed as a percentage of total sales in that market.

Marketing Automation:

The use of software to automate repetitive marketing tasks, such as email marketing, social media posting, and ad campaigns.

Media Mix:

The combination of communication channels a business uses to meet its marketing objectives.

Messaging:

The specific, consistent language and narrative a brand uses to communicate its value and connect with its audience.

Microsite:

A small, separate website with a unique URL that is created for a specific campaign or purpose.

Mobile-First:

A design and development approach that prioritises creating a good experience for users on mobile devices before designing for larger screens like desktops.

Multivariate Testing:

A method similar to A/B testing but used to test multiple variations of multiple elements on a page simultaneously to see which combination works best.

Nurture:

The process of building relationships with potential customers at every stage of their journey, providing them with relevant information to guide them towards a purchase.

Omnichannel:

A marketing approach that provides customers with a completely seamless and integrated experience across multiple devices and touchpoints.

Onboarding:

The process of helping new customers get started with your product or service and showing them how to get value from it.

Open Rate:

The percentage of recipients who opened a specific email out of the total number of emails successfully delivered.

Organic:

Traffic, leads, or reach generated from unpaid search results or social media posts, as opposed to paid advertising.

PESTLE Analysis:

A strategic framework used to analyse and monitor the macro-environmental factors (Political, Economic, Social, Technological, Legal, Environmental) that may have an impact on an organisation's performance.

PPC (Pay-Per-Click):

A model of internet marketing in which advertisers pay a fee each time one of their adverts is clicked.

PR (Public Relations):

The professional maintenance of a favourable public image by a company or other organisation.

Paid:

Traffic, leads, or reach generated from paid advertising, such as search engine adverts or sponsored social media posts.

Partnership:

A collaborative relationship between two or more businesses with the goal of achieving mutual benefits, such as expanding reach or sharing resources.

Personas:

Fictional, generalised characters that represent the different user types that might use a site, brand, or product in a similar way.

Pipeline:

A visual representation of the sales process, showing where prospects are in the journey from first contact to closing a deal.

Positioning Statement:

A concise internal statement that explains how your brand or product fills a particular consumer need in a way that your competitors don’t.

Positioning:

The process of creating a distinct and valued place in the minds of the target market for a brand, product, or service.