Where every click is a journey and every impression counts.
When multiple team members independently contact the same client or prospect, creating confusion and looking spectacularly uncoordinated. The corporate equivalent of too many cooks.
A physical page torn from a publication proving an ad ran as purchased, or its digital equivalent screenshot. The receipts that media buyers clutch when things go wrong.
The gradual erosion of factual accuracy in marketing claims through iterative copywriting until statements become technically false. The telephone game played with compliance.
Paying people with large social media followings to promote your product, operating on the principle that strangers trust other strangers more than they trust brands. It's word-of-mouth marketing for the selfie generation.
The combination of tactics and channels used to promote your product, traditionally reduced to the 'Four Ps' (Product, Price, Place, Promotion) by people who love oversimplifying complex systems. It's strategic planning that fits on a napkin.
A collection of websites, apps, and videos where your banner ads can appear, giving you access to millions of placements ranging from premium publishers to extremely questionable mobile games. It's the democratization of ad placement, for better or worse.
A person secretly paid to hype up a product while cosplaying as an unbiased enthusiast, essentially the original influencer before Instagram made it a legitimate career. They're the planted audience member at an auction driving up bids, or that 'random customer' in the infomercial who just can't believe how amazing this vegetable chopper is. The word itself has become the ultimate callout in online discourse for anyone suspected of suspiciously enthusiastic endorsement.
The distinct benefit or feature that sets a product apart from competitors, ideally something compelling and defensible. It's your answer to 'why should I buy from you instead of the other guys,' assuming you have a good answer.
A conversion credited to an ad that someone saw but didn't click, measured by whether they later converted through another channel. It's how display advertising takes credit for sales it might not deserve.
The business equivalent of putting a new sticker over the old one—whether you're rebranding a product, reorganizing files, or giving a failed initiative a fresh name to try again. In tech, it's reassigning labels in databases or systems; in marketing, it's how last quarter's disaster becomes this quarter's 'learning opportunity.' Same thing, better branding.
The number of new users each existing user generates through referrals, where anything above 1.0 means exponential growth. It's the mathematical expression of every marketer's fantasy: growth that doesn't require advertising.
A video advertisement that graciously allows viewers to escape after five seconds, forcing advertisers to frontload value or face mass abandonment. Democracy in action, if democracy involved selling you soap.
The systematic evaluation of competitors' strategies, strengths, and weaknesses to inform your own marketing approach. It's professional stalking with PowerPoint deliverables.
The shortened form of 'advertisements' that marketers use because even they can't be bothered to say the full word for the things they spend their entire careers creating. These are the carefully crafted interruptions to your content consumption that brands pay obscene amounts of money for you to actively ignore or block. Fun fact: the average person sees between 4,000 to 10,000 ads per day, though they can only remember approximately zero of them.
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 button/link/desperate plea begging users to do something—click, buy, sign up—basically the entire point of your ad compressed into two words.
Aggressively targeting your competitor's customers to steal them away—basically poaching with marketing dollars and a smile.
Cutting out the middleman by selling directly to consumers, which sounds great until you realize middlemen existed because direct sales are expensive.
The carefully crafted story you tell to make your brand sound compelling, or the structured account of events that makes people actually care about what happened. It's the difference between 'stuff happened' and 'THIS IS WHAT HAPPENED AND WHY YOU SHOULD FEEL SOMETHING ABOUT IT.'
Impressions = total times seen (if same person sees ad 5 times, that's 5 impressions); Reach = unique people (that same person counts as 1).
The tendency to overcredit one marketing channel while ignoring others' contributions. It's confirmation bias's sleazy cousin who always shows up to steal the spotlight.
Marketing activities designed to create interest in a product or service where none previously existed, rather than just capturing existing demand. Building the haystack before finding the needle.
The practice of inserting your brand into breaking news or trending topics to hijack attention for marketing purposes. Opportunism disguised as timely relevance.
A tiny piece of tracking code embedded on websites that monitors user behavior and enables retargeting. The invisible spy that follows you around the internet suggesting you buy those shoes.