Fun Marketing Terms

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Buyer persona - Buyer personas are semi-fictional representations of your ideal customers. Buyer personas should include demographic, psychographic and behavioral information, and they tend to go more in-depth about the role and influence these people have within their companies, emphasizing their goals and motivations.

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Customer service - Customer service is assisting your customers with the offering they bought from you and ensuring it’s meeting their needs. Customer service can be thought of as a proactive version of customer support. It’s outreach meant to provide customers with value before your customers need to go looking for it.

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A/B Test - An A/B test is a way of comparing two options to see which does better. This can be especially useful in digital marketing, such as testing two email subject lines.

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Advertising agency - An advertising agency is a company that a marketing team can hire to produce advertising efforts across a variety of channels, like TV, radio, and print.

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Affiliate marketing - A big part of digital marketing, affiliate marketing involves a third-party referring visitors to a product or service on a digital platform, like a blog or podcast. They earn a small commission if that referral leads to a sale.

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B2B marketing - B2B marketing (short for business-to-business marketing) is a strategy that entails marketing to businesses rather than individual consumers.

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Bounce rate - Bounce rate is the percentage of visitors who leave a web page without performing an action.

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Brand equity - Equity refers to value. Brand equity is a way of thinking about a brand’s value in the larger marketplace and more specifically with its customers.

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Brand loyalty - Brand loyalty is when customers prefer a brand and continue to purchase its products or use its services over time. These customers typically don’t require significant marketing efforts because the brand already has their allegiance.

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Brand manager - A brand manager is a key marketing role responsible for developing strategies to distinguish a brand from competitors and building lasting relationships with customers.

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Brand marketing - Brand marketing entails developing marketing strategies and campaigns that earn a brand—and subsequently its products and services—more attention. Instead of focusing on sales, brand marketing is about fostering a relationship with potential and existing customers.

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Buyer persona - A buyer persona is a fictional representation of a brand’s target audience to help guide and set marketing strategy. It often incorporates specific demographic details and behavioral traits based on research.

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Churn rate - Churn rate is an important marketing metric that tells you the percentage of customers you’ve lost over a specific period of time.

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Competitor analysis - A competitor analysis—sometimes called a competitive analysis—is a process that involves researching a brand’s main competitors to analyze their branding, marketing, and products. Understanding these elements can lead a brand to develop more specific and distinctive marketing strategies.

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Content marketing - Content marketing is a facet of marketing that aims to develop relevant, authoritative content through blogs, podcasts, videos, and other types of media in order to attract and engage a target audience.

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Content strategy - Content strategy is a plan to develop, publish, and maintain content, such as blogs, podcasts, and videos. Developing a strategy often involves, among other things, researching your target audience, deciding which content types to implement, developing a process for creating content, and measuring each content type’s success.

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Conversion rate - Conversion rate is an important marketing metric that tracks the percentage of people who complete an established goal, such as sign up for a newsletter or complete a purchase. In these instances, potential customers move closer to becoming paying customers and therefore “convert.” A high conversion rate signifies an effective marketing strategy or advertising campaign.

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CTR (clickthrough rate) - CTR (clickthrough rate) is a marketing metric that tells you what percentage of people perform an action after seeing an advertisement or webpage. It’s usually measured in relation to impressions, which refers to the total number of people who see an advertisement.

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Customer acquisition - Customer acquisition is a process that involves attracting customers to purchase your products. More than simply getting their attention, the process typically requires nurturing potential customers (leads) over time.

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Customer lifetime value - Customer lifetime value (CLV) is a key metric that determines how much revenue a business might earn from each customer over the course of their relationship. Having a high CLV can help you lower customer acquisition costs because you don’t have to spend as much to attract new customers when you have loyal customers who return regularly to make a purchase.

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Customer segmentation - Customer segmentation is the process of grouping customers by distinguishing features so you can develop more specific marketing strategies to reach and engage them.

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Digital marketing - Digital marketing is a form of advertising that uses digital channels, such as SEO and social media, to connect and engage with customers. See also: online marketing.

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Direct marketing - Direct marketing is a way to reach customers by sending them messages directly through channels such as mail, e-mail, or text messages. Rather than using other types of indirect media to reach a broad array of customers, direct marketing communicates with individual customers in order to generate a more immediate action, like a purchase.

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Display advertising - Display advertising is a method of digital advertising. It features ads on websites that typically appear along the sides or near the top or bottom.

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Earned media - Earned media is another way to think about publicity. Essentially, it’s media that refers to your business—and therefore advertises or promotes it in some way—that you haven’t paid for.

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Email marketing - Email marketing is a marketing channel, usually housed under digital marketing, that uses email to reach customers and promote current products.

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Facebook marketing - Facebook marketing refers to the act of marketing your business on Facebook, which remains a popular social media platform with nearly 3 billion monthly active users. On the site, you can use a balance of organic and paid advertising to reach potential and current customers.

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Four Ps - Successful marketing relies on the four Ps, which include product, price, place, and promotion. The four Ps are considered a “marketing mix” or an essential framework for developing a marketing strategy and plan.

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Geofencing - Geofencing is a way to target customers who enter a defined area. It is location-based marketing that involves using digital tools, like GPS or wi-fi, to set up a digital parameter around a certain area and trigger an action, like a text message offering a coupon, when a person enters the area.

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Google Ads specialist - A Google Ads specialist is someone who manages Google Ads campaigns, usually by researching, planning, and implementing a campaign.

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Go-to-market strategy - Go-to-market (GTM) strategy is a plan that businesses design and implement when they’re getting ready to launch a new product or service. It usually includes target market profiles, a marketing plan, and a concrete sales and distribution strategy.

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Growth marketing - Data drives important insights and that’s especially true when it comes to marketing. Growth marketing means using data to analyze marketing campaigns and continue developing effective strategies based on real information and insights.

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Guerilla marketing - Guerilla marketing is a cost-effective strategy that involves using the element of surprise to attract brand attention or promote a product.

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Inbound marketing - Inbound marketing is a strategy that uses content and experiences to attract consumers and pull them “inbound,” so that they eventually transition from consumers to customers.

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Influencer marketing - Influencer marketing is a strategy in which businesses collaborate with well-known people who have a strong online presence (often called “influencers”) to promote their products or services, or bring greater visibility to their brand.

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International marketing - International marketing refers to the strategy of marketing to any potential customers that fall outside of a domestic target audience.

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Local SEO - Local SEO is the process of improving visibility for local businesses that need to reach more targeted markets in a specific geographic area.

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Market analysis - A market analysis is a detailed analysis of a business’s target market and major competitors, and it’s essential when it comes to positioning and promoting goods and services. Conducting a market analysis means understanding as much as possible about a target market, including its size, prices consumers are willing to pay, and major trends.

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Market research - Market research is a process wherein businesses gather a detailed understanding of consumers’ behaviors and needs by conducting surveys and interviews, and tracking other qualitative and quantitative data.

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Market segmentation - Market segmentation is the process of segmenting prospective customers into groups to better understand their unique needs—and market to them.

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Market research analyst - A market research analyst is someone who uses data to understand key areas such as target markets, competitors, and consumer behaviors, to help marketing teams develop or strengthen their strategy.