I’ve created this glossary as a free reference to help marketing students and professionals understand today’s fast-changing world of modern marketing. It builds on the simple glossary in my books to include more details, visuals and examples. It focuses on digital marketing strategy, but covers lots of practical concepts too.
The glossaries in my books include hundreds of entries. At the moment this glossary mainly focuses on digital marketing strategy which is my area of expertise, I will be regularly expanding it to include more detailed terms about digital marketing channels.
Glossary categories
- B2B Digital marketing
- Branding
- Consumer buyer behaviour
- Content marketing
- Data-driven marketing
- Digital advertising
- Digital Analytics
- Digital communications
- Digital experiences
- Digital marketing metrics
- Digital marketing strategy
- Digital marketing technologies
- Digital Transformation
- E-commerce
- Email marketing automation
- Engage - customer communications
- Marketing campaigns
- Marketing models and frameworks
- Marketing strategy and plans
- Marketing Technology (Martech)
- Reach - grow awareness
- SEO technique
- Social media marketing
Glossary category definitions
a
- A/B Testing, Split testing and Hold-out testing
- Account Based Marketing (ABM) using Digital Marketing
- Ad Clickthrough rate (CTR)
- Ad frequency cap
- Ad retargeting and remarketing
- Add to cart conversion rate
- Allowable Cost per Acquisition (CPA)
- Always-on marketing
- Artificial Intelligence for marketing
- Atomisation
- Attribution in digital marketing
b
c
- Campaigning for charities
- Client-side vs server-side AB testing
- Co-marketing or Partner marketing
- Competitor analysis
- Competitor benchmarking for digital marketing - tools for different channels
- Contact strategy
- Content atomisation
- Content audit
- Content curation
- Content distribution
- Content hub
- Content ideation
- Content mapping
- Content marketing
- Content marketing editorial calendar
- Content marketing strategy
- Content marketing strategy creation
- Content repurposing
- Content syndication
- Continuous deployment for digital services
- Conversation or Conversational marketing
- Conversion rate
- Conversion rate optimisation (CRO) or structured testing programme
- Core Web Vitals
- Cornerstone content
- Customer acquisition plan
- Customer engagement strategy
- Customer Identify and Access Management
- Customer journey map
- Customer onboarding
- Customer persona
- Customer retention plan
d
- Dark patterns in digital marketing
- Dark social media
- Data Management Platforms (DMPs)
- Data-driven marketing
- Data-driven marketing
- Design systems
- Digital business model
- Digital capability audit
- Digital competence review
- Digital disruption / Digital disruptors
- Digital marketing
- Digital marketing audit
- Digital marketing centre of Excellence (DCoE)
- Digital marketing dashboard
- Digital marketing goals
- Digital marketing plan structure
- Digital marketing simulation
- Digital marketing strategy
- Digital marketplace analysis and mapping
- Digital media
- Digital media channels
- Digital Minimalism
- Digital monetisation
- Digital Native Vertical Brand (DNVB)
- Digital strategy
- Digital transformation
- Digital transformation plan
- Digitalisation
- Direct to customer business model
- Discovery for consulting and agency client projects
- DMAIC for marketing
- Dynamic content insertion
e
- E-marketing Mix or Digital marketing mix
- E-marketing strategy
- Earned digital media
- Edge Computing in Retail marketing
- Email automation
- Email contact strategy
- Email marketing
- Email segmentation and targeting options
- Email welcome or nurture sequence
- Evaluating the micro-environment for digital marketing plans
- Evergreen content
- Expertise-Authority-Trust (EAT) Search Quality ratings
g
m
- Machine learning for marketing
- Macro and micro goals in digital marketing
- Marketing (general term)
- Marketing blog
- Marketing Bullseye Framework
- Marketing campaign plan
- Marketing plan
- Marketing Playbook
- Marketing Technology
- Marketing tripwire
- Martech stack
- Metaverses
- Multichannel marketing
- Multichannel selling techniques
o
p
r
s
- Search Engine Optimisation (SEO)
- Search gap analysis
- SEO ranking factors
- SERPs features
- Share of Search / Share of Searches
- Skyscraper content
- Social commerce
- Social listening
- Social media editorial calendar
- Social media for customer lifecycle marketing
- Social media intelligence
- Social media listening and social media monitoring (SMM)
- Social media marketing
- Social media optimization (SMO)
- Social network sites (SNS)
- Social network timeline
- Social network usage
- Social sign-on
- SOSTAC® marketing plan model
- Strapline or tagline
u
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