Where every click is a journey and every impression counts.
A free resource or incentive offered to prospects in exchange for their contact information, typically email addresses. It's bribery, but the business development team prefers to call it 'value exchange.'
When influencers grant brands permission to run ads from the influencer's social media account, combining organic authenticity with paid promotion's targeting and scale. It's puppet mastery with consent.
A delightfully meaningless marketing buzzword invented by the snowmobile industry to make their products sound cutting-edge and innovative. It's what happens when corporate types need to describe how well a snowmobile snowmobiles but can't just say "it works good." The vehicular equivalent of saying a phone has great "phonability."
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.
Following a user around the internet to remind them of that product they looked at once, because apparently digital amnesia is unacceptable.
That beautiful moment when incompetence masquerades as brilliance and somehow works out. Often followed by management asking you to replicate the accident as if it were intentional strategy.
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 helpful little key at the bottom of a map or chart that explains what all those mysterious symbols and colors actually mean. Without it, you're just staring at meaningless squiggles and wondering if the purple blob is a lake or a category error.
The amount of money you must spend to acquire a single customer, a number that usually makes your CFO weep.
The price of showing your ad to 1,000 people, regardless of whether they notice, care, or develop sudden amnesia about your brand.
Data about users purchased from data brokers who got it from... someone (unclear), which is increasingly worthless as privacy regulations destroy tracking.
Marketing activities designed to create awareness and interest in your product, typically at the top of the funnel. It's the art of getting people to realize they have a problem you can solve.
The measurement and analysis of website visitor behavior and interactions. It's how you discover what you're doing wrong with hard data.
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.
The visible portion of a webpage or email before users have to scroll down. The prime real estate where your most important content lives or dies.
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.
Social media personalities with 1,000-100,000 followers who command higher engagement rates than celebrities and charge less than your quarterly coffee budget. They're the proof that smaller, engaged audiences beat massive, apathetic ones.
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.
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.
Comprehensive, authoritative content pieces that serve as the foundation for your content strategy, with smaller related pieces linking back like remoras on a shark. It's the content equivalent of load-bearing walls.
A crude measure of how many humans eyeballs are looking at your ad—basically a less scientific way of saying 'impressions' that sounds cooler in meetings.
In marketing and analytics, the act of using data to craft a persuasive narrative that proves your point (whether the data fully supports it or not). It's the art of selective truth-telling with charts that make up the story you want to tell.
A Silicon Valley term for marketing on a budget, dressed up to sound like you're breaking into a mainframe. In practice, it usually means spamming people on LinkedIn and calling it a strategy.