General Terms

Fundamental marketing and advertising concepts every digital marketer should know. This comprehensive glossary covers essential terminology, strategies, and principles that form the foundation of effective digital marketing and advertising.

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Marketing Attribution

The process of identifying and assigning credit to marketing touchpoints that lead to conversions within defined time windows.

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Attribution Window

The time period during which marketing touchpoints are credited for conversions.

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E-Commerce

Digital buying and selling of goods and services through online platforms and marketplaces.

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Conversion Tracking

The systematic measurement and analysis of user actions that indicate business value.

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Earned Media

Brand exposure gained through organic sharing and word-of-mouth.

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Paid Media

Marketing channels and placements that require direct payment for exposure.

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Owned Media

Marketing channels and assets directly controlled by a brand.

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Word of Mouth

Organic sharing of brand experiences between consumers.

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Viral Marketing

Marketing strategy designed to encourage rapid content sharing across networks.

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User Experience

The overall experience of a person using a product, system, or service.

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Social Commerce

Integration of e-commerce functionality within social media platforms.

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Product Feed

Structured data file containing product information for e-commerce advertising.

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Product Catalog

Platform-specific database of product information used for advertising and commerce.

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Influencer Marketing

Individual with the ability to affect purchase decisions of others through social media.

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Branding

The process of creating and maintaining a distinct brand identity.

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Brand Marketing

Marketing activities focused on building and strengthening brand awareness and perception.

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Landing Page Optimization

Strategic refinement of post-click landing pages to maximize conversion rates and ROI.

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Conversion Rate Optimization

Systematic process of improving ad creative and user experience to increase conversion rates.

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Customer Journey

The complete path of interactions between a customer and brand across all touchpoints, from initial awareness through post-purchase engagement.

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Customer Lifecycle

The progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service.

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Demand Generation

Strategic marketing focused on creating awareness and demand for products/services.

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Over-the-Top

Streaming media services delivered directly to viewers via the internet, bypassing traditional distribution.

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Direct-to-Consumer

Business model selling products directly to end consumers, bypassing traditional intermediaries.

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Account-Based Marketing

Strategic B2B marketing approach targeting high-value accounts as individual markets.

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Marketing Mix Modeling

Statistical analysis to measure marketing tactics' impact on sales.

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Media Planning

Strategic process of determining optimal media mix and investment across traditional and digital channels.

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Platform Advertising

Direct advertising through major digital platform interfaces.

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Media Buying

Execution of media plans through direct negotiation and platform-based buying.

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Incrementality

Measurement methodology that isolates and quantifies the true causal impact of marketing activities by comparing against a baseline.

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Value Proposition

Clear statement that explains how a product or service solves customers' problems, delivers specific benefits, and why customers should choose it over competitors.

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Unique Selling Proposition

Distinct competitive advantage or feature that makes a product or service stand out from competitors in a meaningful way to customers.

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Search Engine Marketing

Paid advertising strategy focused on increasing visibility in search engine results pages through targeted keyword bidding and ad placements.

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Designated Market Area

Geographic regions defined by Nielsen that represent specific television markets where the population receives similar TV, radio, and media content.

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Lead Nurturing

Strategic process of developing and maintaining relationships with leads through personalized content and interactions.

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Sales-Qualified Lead

A prospective customer that has been evaluated and deemed ready for direct sales outreach.

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Conversion Funnel

Visual representation of the customer journey from initial awareness to final conversion, showing how prospects progress through each stage.

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Marketing Funnel

Strategic framework mapping the customer journey from initial brand awareness through purchase and advocacy.

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Top-of-Funnel

The initial awareness stage of the marketing funnel where prospects first discover a brand, product, or solution.

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Middle-of-Funnel

The consideration and evaluation stage of the marketing funnel where prospects research potential solutions to their identified needs.

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Bottom-of-Funnel

The decision and conversion stage of the marketing funnel where prospects are ready to make a purchase decision.

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Customer Relationship Management

Comprehensive system and processes for managing customer relationships, marketing automation, and personalized engagement across the customer lifecycle.

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