KEY MARKETING TERMS

Press Release:

An official statement delivered to members of the news media for the purpose of providing information, making an official announcement, or making a statement.

Pricing Strategy:

The method a company uses to price its products or services, considering factors like cost, competition, and perceived value.

Product Marketing:

The process of bringing a product to market and promoting it, which includes defining its positioning, messaging, and launch strategy.

Prototype:

An early, interactive sample or model of a product, website, or app built to test a concept or process.

ROAS (Return on Ad Spend):

A marketing metric that measures the amount of revenue earned for every pound spent on advertising.

ROI (Return on Investment):

A performance measure used to evaluate the efficiency of an investment, calculated by dividing the net profit by the cost of the investment.

Reach:

The total number of unique people who see your content.

Responsive Design:

A web design approach that ensures web pages render well on a variety of devices and window or screen sizes.

Retention:

The activities and strategies companies use to reduce customer defections and keep them engaged with the brand.

SEM (Search Engine Marketing):

A digital marketing strategy used to increase the visibility of a website in search engine results pages, primarily through paid advertising (PPC).

SEO (Search Engine Optimisation):

The practice of increasing the quantity and quality of traffic to your website through organic (non-paid) search engine results.

SERP (Search Engine Results Page):

The page displayed by a search engine in response to a query by a user.

SQL (Sales Qualified Lead):

A prospective customer that has been researched and vetted by both marketing and sales teams and is deemed ready for the next stage in the sales process.

SWOT Analysis:

A strategic planning technique used to help an organisation identify its Strengths, Weaknesses, Opportunities, and Threats.

Sales Enablement:

The process of providing a company’s sales team with the resources they need to close more deals, such as content, tools, and training.

Segment:

A subgroup of a larger market where individuals share similar characteristics, needs, or behaviours.

Segmentation:

The process of dividing a broad consumer or business market into sub-groups of consumers (known as segments).

Share of Voice:

A measure of the market your brand owns compared to your competitors, often used to gauge brand awareness and visibility.

Social Media:

Websites and applications that enable users to create and share content or to participate in social networking. Key platforms include Facebook, Instagram, X (formerly Twitter), LinkedIn, and TikTok.

Social Proof:

The idea that people will conform to the actions of others under the assumption that those actions are reflective of the correct behaviour. Examples include testimonials and user reviews.

Sponsorship:

A marketing technique where a company provides financial or other support to an event, person, or organisation in exchange for exposure.

Style Guide:

A comprehensive document that outlines a brand's writing and design standards to ensure complete consistency in its communication.

TAM/SAM/SOM:

Acronyms for different subsets of a market: Total Addressable Market (the total demand for a product), Serviceable Available Market (the segment of the TAM you can reach), and Serviceable Obtainable Market (the portion of the SAM you can realistically capture).

Target Audience:

A particular group of consumers at which a product or service is aimed.

Testimonial:

A written or recorded statement from a satisfied customer that commends the value of a product or service.