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 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
- 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
- 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
- Conversation or Conversational marketing
- Conversion rate
- Conversion rate optimisation (CRO) or structured testing programme
- 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 social media
- Data Management Platforms (DMPs)
- Data-driven marketing
- Data-driven marketing
- Digital business model
- Digital capability audit
- Digital competence review
- Digital disruption / Digital disruptors
- Digital marketing
- Digital marketing centre of Excellence (DCoE)
- Digital marketing dashboard
- Digital marketing goals
- Digital marketing plan structure
- Digital marketing simulation
- Digital marketing strategy
- Digital monetisation
- Digital Native Vertical Brand (DNVB)
- Digital transformation
- Digital transformation plan
- Discovery for consulting and agency client projects
- DMAIC for marketing
- Dynamic content insertion
e
g
m
o
p
r
s
- Search Engine Optimisation (SEO)
- Search gap analysis
- SEO ranking factors
- SERPs features
- Skyscraper content
- Social commerce
- Social listening
- Social media editorial calendar
- Social media for customer lifecycle marketing
- Social media intelligence
- 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
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