Viewing all 65 terms in General Marketing Clear
Affiliate Marketing
Affiliate marketing is the practice of an advertiser paying a third party to publish ads on their web page. Payment can be given as either a percentage of a sale or as a fixed sum for each conversion.
Anchor Text
This is the text that is embedded in a hyperlink. It is highlighted and when clicked on, it will redirect a web user to the desired web page. It is an off-page SEO factor that other websites use to refer to your content.
Authority
Authority is one of the ranking factors that influence a website's SEO. It is a measure of the overall power of a web website across the internet. Websites with high authority are the more popular, respected websites.
Brand Awareness
Brand awareness measures a potential customer’s ability to recognize a brand and associate it with a certain product or service.
Brand Equity
Brand equity is the additional value a product receives from having a well known brand. It is the difference in price that a consumer pays when they purchase a recognized brand's product over a lesser known, generic version of the same product.
Buyer Persona
A Buyer Persona is a research-based representation of the ideal buyer for a company.
Call-To-Action (CTA)
A Call-to-Action (CTA) is a marketer's prompt to a visitor to perform a desired action.
Click-Through
A click through is the process of a website visitor clicking on one of your online advertisements. Whether it’s a banner ad, a link in an article or email, or any other form of advertisement that links to your web page, if a visitor clicks it, it counts as a click through.
Contact Bucket
A contact bucket is a collection of contacts that share similar characteristics. It contains contacts that have been segmented and arranged into groups for convenience of targeted marketing.
Conversion Rate
Conversion rate is the measurement of success in getting visitors to perform a desired action.
Cookies
A cookie is a small file that is stored in web users’ search browsers when they visit certain websites. They keep track of browsing history as people navigate through a website. This allows a website to keep track of browsing movements throughout the site.
Customer
A customer is someone who has bought your product or subscribed to your service.
Customer Acquisition Cost
Customer Acquisition Cost is the cost that is required for a business to secure a customer. Businesses keep track of this to have an idea of how to allocate resources when they are trying to gain new customers.
Customer Relationship Management (CRM)
Customer Relationship Management (CRM) is the set of activities associated with managing interactions between a business and its customers. It focuses on organized methods for organizing the volumes of data collected from customers.
Data Mining
Data mining allows marketers to gather more complete profiles on their customers. It can help them create more effective marketing strategies that are personalized based on consumer interests and behavior. Consumers can be separated into groups targeted on a group level based on the information collected.
Data-Driven Marketing
Data-driven marketing is based on a systematic approach to goal-setting and benchmarking. Measurement is rooted in channel-specific metrics and goals.
Demand Generation
Demand generation is creating an interest in your product or service.
Earned Media
Earned media represents one of the three sides of marketing (The other two: paid and owned). Earned media are the components that a marketer can “earn.” This earned media is press mentions, press releases or new features that point back to the marketer’s brand or company.
Ebook
An ebook is an electronic version of a book in print. These can be accessed on a computer or any compatible mobile device.
Email marketing is sending marketing messages to people via email. Generally, marketing emails will solicit an action from the recipient. This could include requests to buy products, fill out a survey, etc.
Focus Group
A focus group is a tool that marketers use to gather information about products and services directly from consumers. In a focus group, a company representative meets with a group of consumer and will ask them questions about certain characteristics of the product.
HTML
HTML stands for HyperText Markup Language. It is the primary computer language used in developing websites and is the groundwork of all web pages. HTML creates text on the page, embeds objects and images, and creates overall structure for a website.
Inbound Link
Inbound links, or backlinks, are the links on other websites that point to your page. They are created as hyperlinks on third-party websites or blogs and direct traffic to your website, blog, or other content platform.
Keyword
Keywords are words that are used by a search engine to find web pages. A search engine reads the text entered by the user, and using those entered keywords, it identifies relevant web pages. Keywords are pretty much used in every aspect of marketing.
Landing Page
A Landing Page is a web page that a link in an online advertisement directs you to. Marketers can embed links to a landing page in an email, a social media platform, and advertisement involved in search engine marketing campaigns.
Link Building
Link Building is the process of accumulating quality links from other websites, which search engines take into account to calculate search result ranking.
Marketing Attribution
A marketing attribution model determines how your organization credits leads across multiple campaigns and buyer touch points. It typically takes multiple touches along the buyer journey for a consumer to request information and actively "shop" for your product or service. A marketing attribution model stores credit for these touch points so that marketers can understand which campaigns contribute to sales and revenue.
Marketing Automation
Marketing automation is done through the use of software with the purpose of automating certain repetitive aspects of the marketing process. It assists marketers with tasks such as customer segmentation, customer data management, and campaign management.
Marketing Qualified Lead (MQL)
A marketing qualified lead is a prospect that has come through expressing interest in one's product and then converting into a lead. This lead fits the qualifications, or standards, that a lead must possess as determined by marketing.
Marketing Spend
Marketing spend represents the amount of money a marketing department spends on initiatives such as, content marketing, paid advertising, SEO, social media, trade shows, etc.
Marketing Vehicle
A marketing vehicle is a specific tool for delivering your advertisement to a target audience. They are particular channels within a medium that you use to get your message across. Marketing vehicles are contained within marketing mediums.
Meta Tags
Meta tags are HTML elements that search engines use to index web pages and determine search result rankings. These tags provide some insight on the content of a page. There are several kinds of Meta tags, with each serving a unique, descriptive purpose. The most important and most used of which are the description Meta tag, the keywords Meta tag, and the robots Meta tag.
Mobile Marketing
Mobile marketing is advertising that is specialized and optimized for mobile devices. Any marketing that is intended to reach consumers on personal mobile devices falls under the category of mobile marketing. Mobile marketing has evolved over time from SMS marketing, to MMS marketing, to app-based marketing.
On-Page SEO
On-page SEO is the combination of SEO factors that can be found “on the web page” that web designers have direct influence over.
Opt-In
Opt-in is when somebody expresses consent to receive something from a company. Providing the option for a consumer to opt-in to something is usually part of direct marketing campaigns. The offer can be sent through email, direct mail, or other forms of marketing messages.
Opt-Out
Opt-out occurs when a consumer expresses his/her desire to discontinue receiving messages from a company. After opting-in to receive something from a business, a consumer is usually offered the option to opt-out at any time.
Optimizing
Optimizing means creating content, an advertisement, or any other marketing material in the most efficient and effective way possible.
Outreach
Outreach is the process of spreading awareness of your business by actively distributing information to find potential leads. Businesses perform outreach by presenting at industry events, giving demos of their product, giving sales pitches to potential customers, etc.
Page View
A page view is the individual view of the pages and/or content on a website.
Podcasting
Podcasting is the process of distributing information digitally in an audio format. People will often confuse podcasts with other forms of media, such as vlogs and webcasts, however distinct differences exist between them all. Unlike vlogs, which combine both audio and visual mediums, podcasts generally favor audio.
PPC
Pay-Per-Click is an advertising model employed by marketers to generate website traffic and is used to describe the overall strategy of paying for clicks.
Proactive Marketing
Proactive Marketing is a form of marketing that allows for marketers to be agile, real-time, data-driven, and adaptable to the ever-changing space of what their customers could be seeking. It encompasses all forms of marketing, but shows marketers the direction to head in to secure the most benefit before performing the actual campaign.
Ranking
Ranking refers to your placement within a search engine results page.
Real Time Marketing
Real-Time Marketing is marketing that is based on up to date events. Instead of creating a marketing plan in advance and executing it according to your own schedule, real-time marketing is creating a strategy focused on current, relevant trends and immediate feedback from customers.
Response Rate
Response rate is a measurement of the amount of people who respond to a certain call-to-action. When marketers want to solicit a response from consumers, they will distribute an offer to the consumers.
Retention
Retention is all the activities that a company performs in order to retain its customers. This process begins with initial contact with a customer, and continues throughout the customer’s lifecycle. Retention is influenced by several factors, including the quality of a company’s product or service and the efficiency of a company’s customer service.
Rich Media
Rich media is an online advertisement that interacts with web page visitors. It deviates from traditional text and display ads in that it provides a visitor with a much more engaging experience. Rich media ads can contain graphics, video streams, games, expansions, etc.
Sales Accepted Lead (SAL)
This is an MQL, Marketing Qualified Lead, that has been reviewed and handed off to the sales team to begin sales process with the Sales Accepted Lead (SAL), or opportunity.
SEM
SEM is a form of marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs).
SEO
SEO or Search Engine Optimization is the process in which a marketer tries to gain visibility about their brand and/or company on a search engine's results page. Typically, higher ranked and more frequented pages will rank higher on a page.
SERP
After a web user enters a query, a search engine executes search algorithms and returns the SERP (Search Engine Results Page) to the user.
Spam
Spam is when messages are sent to a large amount of recipients regardless of the messages’ relevancy or appropriateness for the recipients. Spam is most common with email, where companies gather big email contact lists and indiscriminately send messages or advertisements to all contacts on the list.
Submission Rate
Submission Rate is the rate at which a prospect views a website and submits a form from a call-to-action to then become a lead and/or a contact.
Template
Templates are guides for creating new documents. They are formatted in a certain way and act as a base for any new file you create. Templates often show where things should be positioned on a document so that all documents you create are in the same format.
Tone
Tone is the attitude of an author’s writing. The tone should be appropriate for the target audience. Unlike Voice, which cannot be easily changed, tone is an aspect of writing that can, and should, be manipulated as needed.
Top Of The Funnel
The top of the funnel represents the upper most portion of the marketing funnel. Top of the funnel includes all inbound efforts such as, email, social media, blog posts, SEO, traffic, paid advertising, white papers, free trials etc.
Traffic
Website traffic is a metric used to measure the amount of visitors your site receives. Anytime someone accesses one's site, whether its from entering their URL, clicking an advertisement, or opening a link in an email, it will go towards their website traffic. Essentially it is determined through the number of visitors and the number of pages they view during their visit to the website.
Uniform Resource Locator (URL)
URL is an acronym for Uniform Resource Locator. It is the identifier for any website or webpage on the Internet. Each individual webpage has its own unique URL that will only direct to that webpage when entered into a search bar. A URL is composed of three parts.
Unique Visitor
Unique visitors are individuals who are visiting a website for the first time within a predetermined time period. Multiple visits by an individual within that predetermined time period will result in only one registered unique visitor.
Velocity
Velocity is the rate of change of the state of a prospect to lead or to contact, opportunity and then to customer. Velocity can also represent the rate at which a person moves through the funnel.
Visitor
Visitors are the individuals that visit a website. Regardless of how many visits an individual has, he/she will still be considered a visitor whenever they “visit” the website.
Vlog
A Vlog, as the name suggests, is considered a combination of either the terms video and blog, or video and log. This is a blog in which the posts are done through video. The video installments can be combined with supporting text and images, but video is the primary medium.
Warming
Warming is the process of maintaining contact with a potential customer. It involves following up with a customer after prior contact. Warming is a more personalized approach to nurturing a possible customer relationship.
Web Crawling
Web Crawling is the process of search engines combing through web pages in order to properly index them. These “web crawlers” systematically crawl pages and look at the keywords contained on the page, the kind of content, all the links on the page, and then returns that information to the search engine’s server for indexing.
Web Hosting
Web hosting is the process of providing server space for a website to be published on the World Wide Web. When an individual or business does not have their own server, space on a web host’s server can be purchased for them to publish their website or web page.