SEO helps you get visible in the natural listings of the search engines. If effective, it’s one of the most cost-effective ways for businesses to get new visits, leads and sales. It’s about getting the organisation plus...
Dave ChaffeyReferral source
A term used in digital analytics and more widely to indicate the source of visits to a website. This may reference the digital marketing channel (medium in Google Analytics) or individual website (source in Google...
Strapline or tagline
A short, snappy sentence giving a summary of the benefits a brand can offer summarizing its brand positioning.
For example, for Smart Insights we decided on ‘Actionable Marketing Advice’.
Brand positioning
A strong brand positioning is vital for a brand to differentiate from its competitors to explain its benefits. It’s best to think of it from the audiences perspective. Brand positioning has been defined by Kotler...
Return on Advertising spend (ROAS)
The Return on Advertising spend (ROAS) isn’t reported by default by ad platforms like Facebook and Google or by Google Analytics, but is a useful derived or calculated measure that can be reported in Google Data...
Revenue per Impression (RPI)
Revenue per impression is useful for assessing the overall efficiency of paid media spend since it includes both clickthrough rate and conversion rate. This measure is not used much compared to Return on Advertising...
Digital disruption / Digital disruptors
Digital media, digital technology and digital technology have all given opportunities for digital disruptors to have an impact on existing markets. Disruptors are typically online-only startups, although the term can...
Viral marketing
Viral marketing is a technique used to rapidly grow awareness of a brand or campaign where a viral asset is amplified using digital word-of-mouth, i.e. sharing on social media, email and forums. It is often boosted by...
Growth hacking
The definition of Growth hacking on Wikipedia is the original and best in this case I think, let me know if you know the original source 🙂 It shows how it combines marketing and sales, but doesn’t emphasise new...
Go To Market plan
A plan which typically communicates a strategy for launching a product or service. This includes a new product launch or it could be launching an existing product launched into a new market or with new channel partners...
Marketing campaign plan
A marketing campaign defines marketing activities to achieve goals for a business within a timeframe. Goals for the campaign are typically to maximise impact and response for include short term tactical initiatives such...
Campaigning for charities
What is campaigning? According to the National Council for Voluntary Organisations, NCVO, other terms include influencing, voice, advocacy or social change. All of these are about creating change. NCVO define...
Discovery for consulting and agency client projects
An agency discovery checklist for digital marketing projects Discovery is a term often used by agencies and consultants to describe the process of knowledge transfer when starting to work with a new client, either...
Digital marketing simulation
The Simbound digital marketing simulation is for lecturers looking to find a more interactive, dynamic way to teach students at university or college. Groups of students create landing pages and use paid and organic...
Link-building
Link-building involves a proactive approach to develop backlinks from other sites, primarily aimed at improving the domain authority of your website. Link-building has secondary goals of building brand awareness and...
Email contact strategy
The aim of an email contact or communications strategy is create a plan for how you will communicate with prospects and customers to maximize audience engagement and support your marketing goals. Typically it combines...
Email segmentation and targeting options
Segmentation and targeting for email marketing is aimed at boosting response by sending more customized messages and offers to specific groups rather than sending the same message to everyone on the list. Six email...
Search gap analysis
A benchmarking activity to review the effectiveness of search marketing. It involves comparing the volume of search intent for different grouped keywords (How many people are searching) and then comparing this to the...
Google See > Think > Do > Care model
When considering investments in both paid and organic search marketing, it’s always useful to start with your goals and review how you will measure whether achieved. It’s best if these goals are as specific as possible...
Edge Computing in Retail marketing
Edge computing in Retail Cloud computing has become ubiquitous over the past 10 to 15 years, but according to this article on Edge Computing in Retail, there a new recognition that investment in Edge computing is needed...
Real-time email personalization
There are are many systems offering to send emails with the option to personalize them based on the profile and behaviour of subscribers. Real-time personalization refers to a specialist category of specialist Email...
Data-driven marketing
The concept of Data-driven marketing highlights a focus on improving customer communications effectiveness through a combination of market research, data analytics and business intelligence. In my books, I define data...
Jobs to be done in Marketing (JTBD) methodology
Do you know JTBD? In my experience, it’s not well-known amongst marketers. Knowledge of it tends to be limited to marketers outside of market research and product management. However, I’m seeing people...
Content hub
In our 7 Steps guide to Content marketing we define a content hub as: “A key part of our blueprint for content or inbound marketing, this is a sharable destination for content, social, email and search marketing...
Social network usage
This is a snapshot of the popularity and usage of different social networks according to Online Nation UK. For a more detailed article see the Smart Insights Social media research summary. These are the main reasons...
