Where every click is a journey and every impression counts.
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.
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.'
The amount of money you must spend to acquire a single customer, a number that usually makes your CFO weep.
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.
The mechanical or digital process of reproducing content—whether text, images, or integrated circuits—onto a surface or substrate. In marketing, the actual production phase where your meticulously designed campaigns finally become tangible.
Shifting something from one position to another, or in music, moving a piece to a different key while maintaining its structure. In business and strategy, transposition means rearranging elements to achieve better results or adapt to new contexts.
A single photograph extracted from video footage, usually because the moving image was too blurry or unflattering to use. The advertising world's way of pausing life to make it look better.
The total profit you'll extract from a customer over the entire relationship, assuming they don't leave for a competitor next quarter.
Information about what someone is searching for, researching, or actively trying to solve. It's basically reading minds but with cookies and browser history.
Information that customers intentionally and proactively share with a brand, such as preferences, purchase intentions, or personal context. It's the data people actually give you, as opposed to the data you creepily collect.
Terms you explicitly exclude from triggering your ads, preventing wasteful spending on irrelevant searches. The marketing equivalent of telling your GPS which routes to avoid, except it actually listens.
Structured data file containing your product catalog information that feeds into shopping platforms and dynamic ads. The spreadsheet that launches a thousand SKUs into the digital marketplace, assuming you formatted everything correctly.
Selling products by associating them with the lifestyle customers want rather than the one they have, dangling the carrot of a better version of themselves. The reason luxury brands show yachts instead of minivans.
Marketing strategies targeting your competitors' customers directly, often by bidding on their brand names in search ads or comparing products head-to-head. The polite term for poaching.
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.
A measurable increase in brand awareness, perception, or purchase intent resulting from an advertising campaign, typically measured through surveys. It's proof that your million-dollar Super Bowl ad did more than just entertain drunk football fans.
Technology that enables publishers to automatically sell their ad inventory to the highest bidder across multiple demand sources. The yang to the demand-side platform's yin, or more accurately, the auctioneer to the DSP's buyer.
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.
The duration someone actually pays attention to an ad, especially in out-of-home or digital contexts. The uncomfortable metric that reveals most people ignore your billboard in 0.3 seconds.
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.
Providing a seamless customer experience across all channels and touchpoints, whether online, in-store, mobile, or social. It's the marketing equivalent of being everywhere at once, executed by companies that can barely manage email.
The emotional connection and loyalty consumers feel toward a brand beyond rational product attributes. It's when people buy your overpriced product because they've developed feelings for a corporation, which should concern everyone.
The percentage of a customer's total spending in a category that goes to your brand, measuring loyalty in dollars rather than sentiment. The ultimate relationship status metric.