Where every click is a journey and every impression counts.
The document telling creative teams exactly what to make and how it should communicate—basically a cage for creative people.
The measurable consequences or effects of an action, decision, or event on your business or project. Marketing teams obsess over this when measuring campaign success, though 'impact' often just means 'we hope something happened.'
An advertising model where you only pay when someone clicks your ad. It's gambling but with spreadsheets.
Opportunistically inserting your brand into trending conversations (e.g., 'Newsjacking'), often with cringe-worthy results. It's the marketing equivalent of that uncle who tries too hard to stay relevant.
A sudden, overwhelming attack or rapid-fire offensive strategy—whether literal warfare, marketing campaigns, or the way your boss handles Monday morning emails. Chess players also use it to describe fast-paced games where you make decisions faster than your brain can actually process them.
Additional sales directly attributable to your campaign versus a control group—isolating what your marketing actually added.
The total amount of money thrown at advertising—basically your marketing budget burning in real-time.
A bundled collection of tools, resources, or pre-made components designed to make someone's job easier (or appear easier than it actually is). Marketing kits often promise 'everything you need' but require three PhD degrees and a weekend of work to actually use properly.
In data retrieval and marketing analytics, the percentage of all relevant content your search or campaign actually captures. High recall means you found everything; low recall means you're basically Googling blindfolded and hoping for the best.
The total potential revenue opportunity for your product or service, basically the number used to make investors excited and boards comfortable. It's rarely based on defensible market research.
Comparing performance metrics from one year to the same period the previous year, smoothing out seasonal variations. It's the growth metric that lets you brag despite potentially going sideways.
A semi-fictional character representing your ideal customer—basically a detailed stereotype you convince yourself is data-driven.
Overwhelming someone or a system with excessive volume of something—be it data, requests, marketing messages, or literal water. The goal is saturation; the result is usually chaos or capitulation.
A video of someone opening and reviewing a product, turned into a genuine marketing channel that somehow became an entire genre. It's the TikTok phenomenon where people watch others open packages.
The cost of acquiring a specific user action—whether purchase, signup, or download—paying only when people actually do something.
The concept that human attention is a scarce resource that competing ads fight over—making advertising increasingly expensive just to be noticed.
A marketing phenomenon where a product everyone in your bubble swears is popular gets discontinued within a week due to abysmal actual sales—a humbling reminder that your friend group's opinions don't represent market reality. Named after a marketing theorist, it's the universe's way of deflating hype.
The cost to acquire one new user, calculated by dividing total acquisition spending by users acquired. It's basically your efficiency metric, and you're probably underestimating it.
Potential customers who've shown interest by providing contact info—basically everyone who isn't ignoring you yet.
A professional manipulator of mass consciousness who gets paid to make you emotionally invested in purchasing decisions you didn't know you needed to make.
Testing different ad designs, videos, images, or messaging to see what resonates. Like A/B testing but for the actual advertisement itself.
The distinct set of psychological and social characteristics that define an individual or brand—what makes you, well, you. In marketing, it's the carefully curated persona that sells the product alongside the product itself.
A person engaged in the act of purchasing goods—the lifeblood of retail. Also, the name for those coupon-laden community newspapers that somehow end up in everyone's mailbox.
The total revenue opportunity for a product within a specific segment, subdivided into TAM (total), SAM (serviceable), and SOM (serviceable obtainable). The pie chart that looks progressively more depressing as you divide it.