Glossary of Terms

The glossary of terms below provide a clear, detailed understanding of key concepts and terminology in the marketing process.

Common Terms

This glossary provides definitions for common terms used in the world of digital marketing:

A/B Testing: A method of comparing two versions of a webpage, ad, or other marketing asset to see which one performs better. One version is the "control" (A) and the other is the "variation" (B).

AdSense: A Google program that allows website publishers to earn revenue by displaying targeted advertisements on their sites.

Affiliate Marketing: A performance-based marketing model where a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

Analytics: The process of collecting, analyzing, and reporting on data related to a website's performance, such as traffic, user behavior, and conversions.

Call to Action (CTA): A button, link, or phrase that encourages a user to take a specific action, such as "Buy Now," "Sign Up," or "Learn More."

Click-Throughs: The number of times a user clicks on an ad or a link.

Click-Through Rate (CTR): The percentage of people who see an ad or a link and then click on it. It's calculated as (Clicks / Impressions) * 100.

Content Marketing: A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

Conversion: A desired action a user takes on a website, such as making a purchase, filling out a form, or signing up for a newsletter.

Conversion Rate: The percentage of visitors who complete a desired action on a website. It's calculated as (Conversions / Total Visitors) * 100.

Cost Per Acquisition (CPA): The total cost of acquiring a new customer through a specific marketing campaign.

Cost Per Click (CPC): The amount of money an advertiser pays for each click on their ad.

Cost Per Mille (CPM): The cost per one thousand ad impressions. "Mille" is the Latin word for thousands.

Customer Relationship Management (CRM): A technology for managing all of a company's relationships and interactions with customers and potential customers.

Email Marketing: The act of sending a commercial message to a group of people, using email.

Impressions: The number of times an ad or a piece of content is displayed to a user.

Inbound Marketing: A marketing methodology that focuses on attracting customers through valuable content and experiences tailored to them.

Keyword: A word or phrase that a user types into a search engine. In digital marketing, keywords are used to target specific audiences.

Lead: A person who has shown interest in a company's product or service.

Marketing Automation: Software that automates repetitive marketing tasks, such as email marketing, social media posting, and ad campaigns.

Pay-Per-Click (PPC): An advertising model in which advertisers pay a fee each time one of their ads is clicked.

Return on Investment (ROI): A performance measure used to evaluate the efficiency of a marketing investment. It's calculated as (Net Profit from Investment / Cost of Investment) * 100.

Search Engine Marketing (SEM): A form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.

Search Engine Optimization (SEO): The process of optimizing a website to rank higher in search engine results pages (SERPs) for relevant keywords.

Social Media Marketing (SMM): The use of social media platforms and websites to promote a product or service.

Traffic: The number of visitors to a website.

Digital and Traditional Marketing Terms

This glossary provides definitions for common types and channels used in both digital and traditional marketing:

Digital Marketing

Digital marketing encompasses all marketing efforts that use an electronic device or the internet.

Affiliate Marketing: A performance-based marketing model where a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts. This often involves influencers, bloggers, and other content creators who earn a commission for promoting a product or service.
Content Marketing: A strategic approach to marketing focused on creating and distributing valuable, relevant, and consistent content (e.g., blog posts, videos, podcasts, e-books) to attract and retain a clearly defined audience.
Email Marketing: The act of sending commercial messages to a group of people via email. It is often used for lead nurturing, promoting new products, and building customer loyalty.
Mobile Marketing: A multi-channel digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and other mobile devices, via websites, email, SMS, and apps.
Pay-Per-Click (PPC) Advertising: An advertising model in which advertisers pay a fee each time one of their ads is clicked. This includes ads on search engines (like Google Ads) and social media platforms.
Search Engine Marketing (SEM): A broad term that includes all activities used to promote a website's visibility in search engine results pages (SERPs), including both paid advertising (PPC) and organic methods (SEO).
Search Engine Optimization (SEO): The process of optimizing a website to rank higher in search engine results for relevant keywords. The goal is to drive "organic," non-paid traffic to the site.
Social Media Marketing (SMM): The use of social media platforms to connect with your audience, build brand awareness, drive website traffic, and generate leads.

Traditional Marketing

Traditional marketing refers to any type of marketing that isn't online. It's often used for broad-reach campaigns and to target local audiences.

Broadcast Advertising: Advertising that reaches a mass audience through traditional media like television and radio.
Direct Mail: The practice of sending physical marketing materials, such as postcards, flyers, catalogs, and brochures, directly to consumers via postal mail.
Out-of-Home (OOH) Advertising: Also known as outdoor advertising, this includes marketing that reaches consumers while they are outside their homes. Examples include billboards, bus stop shelters, posters, and signs on public transportation.
Personal Selling: A traditional B2B (business-to-business) or B2C (business-to-consumer) marketing channel that involves face-to-face interactions between a salesperson and a potential customer to sell a product or service.
Print Advertising: The use of printed media to market products and services. This includes ads in newspapers, magazines, brochures, and fliers.
Public Relations (PR): The strategic process of building and maintaining a positive public image for a company or brand. It involves managing a company's relationship with the media and the public, often through press releases and media events.
Telemarketing: The practice of using the telephone to sell products or services, often involving unsolicited calls to potential customers (also known as cold calling).

Mobile Conquesting Terms

Mobile conquesting is an advanced digital advertising strategy that targets consumers on their mobile devices by leveraging a combination of location data, demographic information, and behavioral insights. It is a highly competitive tactic designed to "conquer" or win customers from competitors.

Here's a breakdown of how it works:

Geo-fencing: A key component of mobile conquesting is creating a virtual "fence" around a specific location, often a competitor's store, an event, or a specific neighborhood. When a mobile device enters this pre-defined area, the user becomes eligible to be served targeted ads.
Targeting: Mobile conquesting goes beyond simple location. It uses a variety of data to ensure the ads are relevant to the user. This can include:
Behavioral targeting: Reaching people based on their online and offline habits, such as the apps they use, the websites they visit, or their purchasing behavior.
Demographic targeting: Targeting based on age, gender, income, and other demographic data.
Geo-retargeting: Serving ads to users after they have left the geo-fenced location. This keeps the advertiser top-of-mind even after the person has moved on.
Ad Delivery: The ads are delivered to the user's mobile device through mobile apps and websites they are browsing. The ads can be in various formats, including display banners, video ads, or dynamic ads that show the distance to the advertiser's nearest location.

The primary goal of mobile conquesting is to intercept potential customers at a crucial moment in their purchasing journey and persuade them to choose your business over a competitor's.