Where every click is a journey and every impression counts.
Ensuring your ads don't appear next to content that makes your company look terrible, like extremist videos or conspiracy theories. Surprisingly difficult to achieve at scale.
The first brand that comes to mind when a consumer thinks of a particular product category. It's the ultimate marketing achievement: occupying mental real estate rent-free.
Attracting customers through valuable content and experiences rather than interrupting them with ads, based on the revolutionary concept that people prefer being helpful to being sold to. It's content marketing with better branding, coined by HubSpot to sell software.
The final stage where prospects are ready to convert, having survived the grueling journey through awareness and consideration. Where marketing hands the baton to sales and hopes they don't fumble.
Republishing your content on third-party platforms to reach wider audiences, like licensing reruns of your hit show to other networks. Efficiency gains meet brand dilution concerns.
The spoken or written voice guiding the audience through a story, explanation, or advertisement. Good narration feels conversational and trustworthy; bad narration sounds like a robot reading a car title disclaimer at 2am. It's the difference between 'I want to listen to this person' and 'I want to mute this immediately.'
A negative news story, bad review, or PR crisis that immediately deflates positive momentum from a product launch or campaign. The party-pooper of marketing timelines.
A marketing approach where companies obtain explicit consent before sending promotional messages, as opposed to interruption marketing which assumes everyone wants to hear about your product. Revolutionary concept: not annoying people who didn't ask.
The invisible literary puppet master who writes books, speeches, or tweets for people too busy, untalented, or important to write their own content. They're the reason your favorite celebrity's memoir sounds suspiciously eloquent, or why that CEO's LinkedIn posts suddenly got interesting. The ultimate behind-the-scenes credit that appears nowhere except on their own tax returns.
The combination of different advertising channels and platforms used in a campaign, from traditional print to digital display to carrier pigeons if your budget allows. It's the marketing equivalent of not putting all your eggs in one basket.
The practice of comparing two versions of marketing content by showing each to separate audience segments to determine which performs better. It's the scientific method applied to banner ads and subject lines.
A self-reinforcing cycle where outputs of a system become inputs that drive further growth, creating a compounding effect. It's like a marketing perpetual motion machine, except these sometimes actually work.
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.
A methodology for ranking prospects based on their perceived value and likelihood to convert, assigning points for behaviors and demographics. It's hot-or-not for potential customers, but with spreadsheets.
A sudden decrease in quantity, participation, or performance, or the place where you abandon your kids/packages/passengers for someone else to deal with. In business metrics, it's that terrifying moment when your chart takes a nosedive and you need to explain to your boss why engagement fell off a cliff. Also conveniently describes what happens to New Year's gym memberships by February.
The cost to deliver 1,000 ad impressions, abbreviated as CPM where 'M' is the Roman numeral for 1,000 because marketing loves needlessly confusing acronyms. It's the pricing model that treats eyeballs as commodities.
A lead that marketing thinks is ready for sales, usually with zero correlation to what sales actually wants—basically a participation trophy of the B2B world.
A good or service created and sold to customers; the physical or digital manifestation of your company's promise wrapped in packaging and shipped out the door.
In content marketing and analytics, the act of retelling events, data, or customer experiences in a way that supports your narrative or campaign thesis. Done well, it's storytelling; done poorly, it's obviously cherry-picked propaganda that savvy audiences immediately distrust.
To shout about your product/service/existence into the void of human consciousness with the faint hope that someone might actually care. The fine art of convincing people they need something they didn't know they wanted, using psychology, repetition, and enough dopamine triggers to make a lab rat blush.
The act of broadcasting information about goods and services with the persistent energy of a door-to-door salesman who's discovered social media. It's the continuous cycle of creating awareness through paid channels, organic content, and those weirdly targeted ads that make you wonder what algorithm knows about you.
The tally, result, or numerical outcome of counting things—the what-you-got after the tallying is done. In marketing metrics, count is your basic unit of measurement: impressions, clicks, conversions, or whatever you're obsessing over this quarter.
The plural of medium; the collection of channels and platforms through which brands scream into the void hoping someone—anyone—is listening. Includes TV, radio, digital, and that one influencer your nephew follows.
Traditional marketing where you push messages to audiences uninvited (ads, cold calls, emails), the kind that makes everyone uncomfortable but somehow still works.