Where every click is a journey and every impression counts.
An untapped market space with little to no competition, as opposed to 'red ocean' markets soaked in competitor blood. The mythical promised land every marketer claims they've discovered.
The organizational structure of a company's brands, products, and services—whether they're independent siblings, a parent-child hierarchy, or one big happy endorsed family. It's the family tree that determines who gets what inheritance.
Long-term brand-building activities that won't show measurable results for months or years, requiring faith that someone will eventually care. The opposite of performance marketing's instant gratification.
Small promotional signs attached to retail shelves at product level, literally talking to shoppers at the point of decision. The impulse-buy whisperer of retail marketing.
Content created specifically to flatter influential people or brands in hopes they'll share it with their audiences. Shameless flattery disguised as journalism or analysis.
High-production-value flagship content designed to make a big splash and attract massive attention, typically created infrequently. Your marketing team's Avengers movie, budget included.
Corporate-speak for moving something (product, brand, employee) to a new spot on the strategic chessboard without admitting the old spot was a catastrophe. It sounds purposeful and planned, even when it's actually panic with a PowerPoint deck.
The gradual decline in organic reach and user experience as social platforms prioritize paid content and algorithmic feeds over chronological ones. The inevitable enshittification of your favorite channel.
In graphic design and content marketing, a highlighted excerpt or quote pulled from the main text and displayed prominently to grab attention from people who refuse to read full articles. Think of it as the literary equivalent of waving your arms and shouting "LOOK AT THIS PART!" It's journalism's admission that nobody actually reads anymore.
The phenomenon where repeated exposure to the same advertisement causes declining performance as audiences develop immunity to your creative genius. Your ad doesn't suck; people are just tired of your face.
The deliberate crafting of how a brand occupies a distinct place in the consumer's mind relative to competitors, usually involving flowery language about being 'authentic' and 'innovative.' It's astrology for products, except with focus groups.
The total cost of winning a new customer, including all marketing and sales expenses divided by the number of customers acquired. Also known as CAC, or 'the metric that determines whether your business model is brilliant or just elaborate money-burning.'
A targeted marketing effort attempting to re-engage customers who've stopped buying, typically through discounts and guilt-inducing subject lines like 'We miss you.' It's the commercial equivalent of texting your ex at 2am.
Using natural language processing to determine whether customer feedback, social mentions, or reviews express positive, negative, or neutral opinions about your brand. It's teaching computers to detect sarcasm, which goes about as well as you'd expect.
The two fundamental metrics of advertising campaigns: reach measures how many unique people see your ad, while frequency measures how many times they see it. The eternal balancing act between annoying everyone once versus annoying some people repeatedly.
A desperate attempt to apply software development's agile methodology to marketing because someone read one book and thought iterations could solve everything.
Compensatory advertising inventory provided when campaigns underdeliver on promised impressions or performance. The media equivalent of 'sorry we ruined your wedding, here's a gift card.'
The art of persuasive speaking or writing, or alternatively, inflated language designed to impress rather than inform. Politicians and marketers have elevated rhetoric to a professional sport where style matters more than substance. When someone says "that's just rhetoric," they mean "that sounds impressive but means absolutely nothing."
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.
A series of automated emails that slowly wears down a prospect's resistance over time, like water torture but with subject lines. The idea is that if you email someone enough times, they'll eventually buy something just to make it stop.
When a channel partner or retailer requests inventory or marketing support from a larger vendor based on pre-negotiated terms. Essentially the corporate equivalent of calling in a favor you're contractually owed.
Software that allows advertisers to automatically purchase ad inventory across multiple exchanges and networks through a single interface, because manually buying ads on ten thousand websites would require immortality. Abbreviated as DSP by people who enjoy acronyms.
The strategic process of determining where, when, and how frequently to place advertising to reach target audiences effectively. It's like planning a military campaign, except the objective is getting people to buy laundry detergent.
Basic, always-on content that answers common questions and maintains consistent brand presence. The vegetables of content marketing—not exciting, but necessary.