Performance marketing has never entered the mainstream of marketing terms since it’s most relevant to some sectors only. Traditionally, it refers to driving traffic and retail sales through lead or sales-based...
Reach - grow awareness
Dave ChaffeyMarketing Bullseye Framework
If you know me, you’ll know I’m a fan of marketing mindtools and models to help marketers create strategies or simply focus. The Bullseye framework featured in Gabriel Weinberg’s 2015 book Traction is...
Search Engine Optimisation (SEO)
Search Engine Optimisation, typically shortened to SEO is one of the main channels used to attract website visitors as part of digital marketing. The technique is also known as Organic search or natural search. SEO is...
Referral 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...
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...
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...
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...
Programmatic display advertising
Programmatic display involves “Using real-time technology to deliver the most relevant messages for advertisers to maximise awarenees and response from targeted consumers who are served display ads”...
Co-marketing or Partner marketing
Co-marketing or partner marketing is potentially a low-cost option for increasing reach, but it does require time to set up and maintain partnerships. It’s most suited to companies that already have a known brand...
Ad retargeting and remarketing
Ads are served to people who have previously interacted with a brand, for example through visiting a website, social media profile or searching. In Google, retargeting is known as remarketing. This is a specific name of...
Paid digital media
In traditional media we think of paid ads as a way to grow awareness via broadcast TV, print and outdoor ads. Online, we have the equivalent of these options via banner and video ads. Additionally, individual targeting...