Where every click is a journey and every impression counts.
Fear Of Missing Out, the primal anxiety that everyone else is having more fun, getting better deals, or attending cooler events than you. Marketers exploit this emotion like a villain in a Disney movie, using countdown timers and "only 2 left" warnings.
Information a company collects directly from its own customers through owned channels, increasingly precious in a post-cookie world where tracking strangers is frowned upon. The marketing equivalent of growing your own vegetables instead of buying them from sketchy data brokers.
A custom metric cobbled together from multiple data sources that may or may not be measuring anything meaningful. Born in a laboratory, questionable in real life.
Limiting how many times the same person sees your ad, based on the radical notion that showing someone the same message 47 times in one day might be counterproductive. It's the marketing equivalent of knowing when to stop talking.
The limit on how many times an individual user will see the same ad within a given time period. Preventing your target audience from developing homicidal thoughts about your brand.
A media scheduling approach where advertising runs in bursts with gaps between flights, as opposed to continuous presence. Perfect for brands that want intermittent relevance and confused consumers.
How often something occurs within a given time period, whether that's radio waves oscillating, ad impressions served, or your project manager asking for status updates. In physics, it's measured in Hertz; in marketing, it's how many times your target audience sees your ad before they start actively hating you. The sweet spot between "who are you?" and "please make it stop."
The marketing visualization showing how thousands of potential customers magically transform into a handful of actual buyers, shaped like an inverted cone of broken dreams. Each stage represents another opportunity for prospects to ghost your business entirely. Sales teams love drawing these; conversion rates love destroying the optimism they represent.