Where every click is a journey and every impression counts.
A content strategy where you create one major piece then cascade it down into multiple smaller formats—blogs become social posts become email snippets. It's content recycling dressed up as strategic repurposing.
To weaken resistance, morale, or harsh edges—the corporate equivalent of turning down an opponent's defenses before asking them to sign the contract.
The liminal state where a brand is neither thriving nor officially dead, stuck in endless committee meetings about whether to invest or divest. Corporate limbo for underperforming products.
Marketing activities designed to create interest in a product or service where none previously existed, rather than just capturing existing demand. Building the haystack before finding the needle.
A tiny piece of tracking code embedded on websites that monitors user behavior and enables retargeting. The invisible spy that follows you around the internet suggesting you buy those shoes.
A product or campaign so remarkable and unique that it stands out in a sea of mediocrity and naturally attracts attention. Based on the principle that ordinary brown cows are boring.
Targeting extremely high-value enterprise clients that could transform your business with a single deal. The Moby Dick approach to sales, obsession included.
A comprehensive document dictating exactly how a brand should be presented, from logo placement to approved adjectives. It's the brand police manual ensuring global consistency while crushing the creativity of anyone who dares color outside the lines.
The carefully crafted identity and perception of a company, product, or person that marketing teams obsess over and consumers either love or completely ignore. A brand is more than just a logo—it's the entire emotional experience and associations people have with your business, from Apple's minimalist elegance to that local pizza place with the angry owner. It's what makes people pay $200 for sneakers that cost $20 to manufacture.
The total amount of money allocated or actually spent during a specific period, often used by marketers and finance folks who apparently forgot the word 'spending' exists. It's become corporate jargon for any expenditure, particularly in advertising and budget contexts. Because why use a verb when you can awkwardly noun-ify it?
In marketing and advertising, a single instance of an ad being displayed, regardless of whether anyone actually looked at it or immediately scrolled past. Digital marketers obsess over impressions like they're collecting Pokemon, even though an impression doesn't guarantee anyone's eyeballs actually made contact. It's the vanity metric that makes your campaign look successful before you check the click-through rate.
In marketing, the person responsible for crafting narratives that make products sound like epic journeys rather than simple transactions. Modern marketers have elevated this to an art form, transforming soap into a 'personal wellness experience' and coffee into a 'morning ritual.' Also applies to game masters in tabletop RPGs and, let's be honest, anyone who's ever exaggerated on a resume.
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.
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 now-penalized practice of cramming as many keywords as possible into content to manipulate search rankings, reflecting the quaint era when search engines were dumber than a bag of hammers. A relic of SEO's wild west days that occasionally still appears in content written by people who stopped learning in 2006.
A performance-based model where third parties earn commissions for driving sales, creating an army of motivated salespeople who work for free until they succeed. It's outsourcing your sales force to anyone with a website and no shame.
The percentage of your audience that actually interacts with your content, serving as a ruthless reality check on how much people care about your brand's musings. It's the difference between shouting into the void and having an actual conversation.
An advertising model where advertisers pay a fee each time their ad is clicked, commonly used in search engine marketing. Abbreviated PPC, it's a system where you literally pay for attention one click at a time.
Content created by customers rather than brands, including reviews, photos, and testimonials. The marketing equivalent of getting the audience to write your material while you take credit and occasionally moderate death threats.
A visualization tool showing where users click, scroll, and hover on a webpage using color-coded overlays. It reveals the uncomfortable truth that nobody reads your carefully crafted copy; they just look at pictures and buttons.
Using automated technology and algorithms to purchase digital ad inventory in real-time, replacing human media buyers with machines that work faster and complain less. It's the robot apocalypse, but for ad placement.
The gift of gab taken to professional extremes—someone who talks smoothly, rapidly, and seemingly without ever needing to breathe. In sales and marketing, it's either your greatest asset or most annoying quality, depending on whether you're the one talking or listening. Think used car salesman meets TED talk speaker.
When a channel partner or retailer requests inventory or marketing support from a larger vendor based on pre-negotiated terms. Essentially the corporate equivalent of calling in a favor you're contractually owed.
An aggressive marketing strategy targeting your competitor's customers, like a medieval siege but with Facebook ads instead of catapults. It's poaching dressed up in professional terminology.