Where every click is a journey and every impression counts.
The obsessive practice of analyzing every step of the customer journey to find where you're hemorrhaging potential buyers, then slightly tweaking button colors.
A business model where you offer a free version to get people hooked, then charge them for features they suddenly realize they need.
Someone paid to have loud opinions about stuff on camera or in print, often with minimal actual expertise but maximum confidence. The media's way of turning speculation into 'analysis.'
A strategy where you target high-value accounts with personalized campaigns, treating major customers like the celebrities they are.
Marketing strategies designed to work without relying on invasive tracking, because apparently GDPR and iOS updates weren't subtle enough hints.
The collection of software tools your company uses to do marketing, usually including 30+ overlapping tools nobody fully understands.
To slap your name on something—literally or figuratively—thereby vouching for it and taking responsibility if it goes sideways. Whether signing a check or supporting a policy, you're officially putting your credibility behind it.
One person's brief encounter with your website before they inevitably click away. The metric that makes analytics dashboards look respectable even when nobody's actually reading anything.
Statistical analysis determining how different marketing channels contribute to sales, creating convincing spreadsheets that support whatever you already believe.
Video ads that viewers can close after 5 seconds—the democratic approach to advertising that lets people opt out if they hate you.
Measuring whether people actually looked at your ad beyond just loading—eye-tracking for digital advertising.
Search algorithms that understand meaning and context instead of just matching keywords—Google got smarter and keyword stuffing became useless overnight.
Tracking user progression through stages of your conversion process—a visualization of where people ghost you.
The same people appearing in multiple audience segments—the uncomfortable realization that you're targeting recycled prospects.
Separating the presentation layer from the backend commerce system—basically, selling from anywhere without being tied to one storefront.
The total profit expected from a customer over their relationship with you—the number you use to justify unlimited marketing spend.
Software that unifies customer data from all sources into a single profile—basically corporate stalking but it's legal.
A way to adjust bids for search ads based on whether someone has visited your site before—basically charging different prices based on how interested you think they are.
Tweaking every element of a landing page to make it convert better—basically the obsessive pursuit of removing any reason someone might leave.
A prospect who's been validated as a genuine sales opportunity—the thing your sales team pretends is qualified when it isn't.
A marketing phantom—any person, influencer, or demographic segment that mirrors your ideal customer profile so closely that advertisers can target them as a proxy audience for lookalike campaigns, because apparently 'people like your existing customers' needed a fancy noun.
Content that Google's algorithm determines is exactly what a search user needs—the opposite of clickbait masquerading as search results.
Optimizing content for queries spoken into Alexa, Siri, or Google Assistant—preparing for a future where people talk to their devices instead of typing.
When Google answers your question directly in the search results without you clicking anything—the future of search that terrifies publishers.